| 书目名称 | Sponsor- and Country-Related Predictors of Sponsorship Effectiveness |
| 副标题 | Sponsorship in a Nat |
| 编辑 | Christian Lucas |
| 视频video | |
| 概述 | Publication in the field of economic science.Includes supplementary material: |
| 丛书名称 | Applied Marketing Science / Angewandte Marketingforschung |
| 图书封面 |  |
| 描述 | .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.. |
| 出版日期 | Book 2015 |
| 关键词 | International Sponsorship; National Sponsorship; Sponsorship Activation; Sponsorship Funnel; Sponsorship |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-658-07684-9 |
| isbn_softcover | 978-3-658-07683-2 |
| isbn_ebook | 978-3-658-07684-9Series ISSN 2627-1982 Series E-ISSN 2627-2008 |
| issn_series | 2627-1982 |
| copyright | Springer Fachmedien Wiesbaden 2015 |
发表于 2025-3-21 19:19:00
