@article{724065,
      recid = {724065},
      author = {Lucas, Christian, and Woisetschläger, David M.,},
      title = {Sponsor- and country-related predictors of sponsorship  effectiveness sponsorship in a national and international  environment / [electronic resource] :},
      pages = {1 online resource (xix, 185 pages) :},
      note = {"Dissertation Technische Universität Braunschweig, 2014."},
      abstract = {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.},
      url = {http://library.usi.edu/record/724065},
}