Click Here to Download: https://ouo.io/nmoR5U Sponsor- and Country-Related Predictors of Sponsorship Effectiveness Sponsorship in a National and International Environment By: Christian Lucas Publisher: Springer Gabler Print ISBN: 9783658076832, 3658076836 eText ISBN: 9783658076849, 3658076844 Copyright year: 2015 Format: PDF Available from $ 79.99 USD SKU 9783658076849 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.
