Sponsor- and Country-Related Predictors of Sponsorship Effectiveness Sponsorship in a National and International Environment /

• Κύριος συγγραφέας: Lucas, Christian (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2015.
• Σειρά: Applied Marketing Science / Angewandte Marketingforschung
• Θέματα: Business.; Marketing.; Management.; International economics.; Business and Management.; International Economics.

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...

Πίνακας περιεχομένων:

• Comprehensive literature review on sponsorship effectiveness
• Effectiveness of leverage and activation instruments in sponsorship
• Country-specific differences in sponsorship effectiveness
• Managerial implications of the research findings.