Sponsor- and Country-Related Predictors of Sponsorship Effectiveness Sponsorship in a National and International Environment /
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 mor...
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| Format: | Electronic eBook |
| Language: | English |
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Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2015.
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| Series: | Applied Marketing Science / Angewandte Marketingforschung
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| Online Access: | Full Text via HEAL-Link |
