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

• Main Author: Lucas, Christian (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2015.
• Series: Applied Marketing Science / Angewandte Marketingforschung
• Subjects: 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...

Table of Contents:

• 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.