Sponsor- and Country-Related Predictors of Sponsorship Effectiveness

Sponsorship in a National and International Environment

  • Christian Lucas

Table of contents

About this book

Introduction

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.

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

Target Groups

  • Researchers and students of Marketing, Sports, Event, & Brand Management
  • Specialists in Sponsorship, Sports, & Event Management

The Author

Dr. Christian Lucas received his degree from the Carl-Friedrich-Gauß Faculty of the Technische Universität Braunschweig, Germany, under the supervision of Prof. Dr. David M. Woisetschläger. He also worked as managing partner in an event agency, serving sponsors at global Formula 1 GPs and as project manager in the international Brand Management department of a car manufacturer.

Keywords

International Sponsorship National Sponsorship Sponsorship Activation Sponsorship Funnel Sponsorship Leverage

Authors and affiliations

  • Christian Lucas
    • 1
  1. 1.Lehrstuhl für DienstleistungemanagementTU BraunschweigBraunschweigGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-658-07684-9
  • Copyright Information Springer Fachmedien Wiesbaden 2015
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Economics
  • Print ISBN 978-3-658-07683-2
  • Online ISBN 978-3-658-07684-9
  • About this book