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E-RESOURCE
Author Lucas, Christian, author.

Title Sponsor- and country-related predictors of sponsorship effectiveness : sponsorship in a national and international environment / Christian Lucas ; with a foreword by David M. Woisetschläger.

Published Wiesbaden : Springer Gabler, [2014]
©2015

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Location Call No. Status
 UniM INTERNET resource    AVAILABLE
Physical description 1 online resource (xix, 185 pages) : illustrations.
Series Applied marketing science / Angewandte Marketingforschung
Gabler research. Applied marketing science.
Springer English/International eBooks 2015 - Full Set
Notes "Dissertation Technische Universität Braunschweig, 2014."
Bibliography Includes bibliographical references and index.
Contents Foreword; Preface; Table of Contents; List of Figures; List of Tables; List of Abbreviations; 1 Introduction; 2 Sponsorship Basics and Objectives; 2.1 Sponsorship Development and Types; 2.2 Sport Sponsorship Types and Objectives; 2.3 Brand Consciousness and Brand Objectives within Sport Sponsorship; 3 Literature Review and Theoretical Background; 3.1 Literature Review on Sponsorship Effectiveness; 3.2 Theoretical Explanation of Sponsorship Effectiveness; 3.2.1 Overview of Theories; 3.2.2 Mere Exposure Theory; 3.2.3 Learning Theory: Classical Conditioning; 3.2.4 Balance Theory.
3.2.5 Congruence Theory3.2.6 Social Identity Theory; 3.3 Theory Classification; 4 National Sponsorship: Effects of Fan Campaigns on Sponsorship Awareness, Brand Attitude, and Purchase Intention -- A Multi-Sponsor Analysis; 4.1 Introduction; 4.2 Theoretical Background; 4.3 Hypothesis Development; 4.3.1 Individual-Level Model; 4.3.2 Sponsor-Specific Group-Level Effects; 4.3.3 Control Variables; 4.4 Methodology ; 4.4.1 Data; 4.4.2 Measures; 4.4.3 Method; 4.5 Analysis Overview and Results; 4.6 Discussion and Managerial Implications; 4.7 Limitations and Further Research.
5 International Sponsorship: Effects of Sponsorship on Brand Image -- A Cross-National Analysis5.1 Introduction; 5.2 Theoretical Background; 5.3 Hypothesis Development; 5.3.1 Individual-Level Model; 5.3.2 Country-Specific Group-Level Effects; 5.3.3 Control Variables; 5.4 Methodology ; 5.4.1 Data; 5.4.2 Measures; 5.5 Analysis Overview and Results; 5.6 Discussion and Managerial Implications; 5.7 Limitations and Further Research; 6 Implications and Concluding Remarks; 6.1 Implications; 6.2 Outlook; References; Index of Appendices.
Summary 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 Bundes.
Other author Woisetschläger, David M., author of foreword.
SpringerLink issuing body.
Subject Corporate sponsorship.
Electronic books.
ISBN 9783658076849
3658076844
9783658076832