دانلود کتاب Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment

Name: Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment
Availability: InStock
Author: Christian Lucas (auth.)
ISBN: 9783658076832, 9783658076849

by Christian Lucas (auth.)

عنوان فارسی: پیش بینی Sponsor- و کشور های مرتبط اثربخشی حمایت مالی : حمایت در یک محیط ملی و بین المللی
ناشر: Gabler Verlag
سال: 2015
ویرایش: 1
زبان: انگلیسی
تعداد صفحه (نسخه چاپی - نسخه الکترونیکی): 185-196
شابک: 9783658076832, 9783658076849
نوع فایل: PDF دانلود نرم افزار مطالعه
حجم: 14.00 مگابایت

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جزییات کتاب

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.

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