Applied Marketing Science / Angewandte Marketingforschung: Sponsorship in a National and International Environment

Lucas, Christian

Christian Lucas investigates the effectiveness of sports sponsorships. Two empirical studies are conducted, based on a comprehensive literature review. Implications from both studies are derived that can guide sponsorship managers in their daily business. Successful sports marketing execution is more than purchasing a 30-second spot or signage in a stadium: It is to improve and enhance customer experience to be able to engage in a conversation with them. The first study analyses activation means by conducting a multi-level field study combining data about the sponsorship instruments of Bundesliga sponsors with fan perceptions. The second study examines international differences in sponsorship effectiveness of Formula One sponsors.

Details

Published by: Springer Gabler

Publication Date: 2014-11-07

Format: Paperback

ISBN-13: 9783658076832

DOI: 10.1007/978-3-658-07684-9

Dimensions: 210cm x148cm

Pages: 185