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000724065 019__ $$a908086902
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000724065 1001_ $$aLucas, Christian,$$eauthor.
000724065 24510 $$aSponsor- and country-related predictors of sponsorship effectiveness$$h[electronic resource] :$$bsponsorship in a national and international environment /$$cChristian Lucas ; with a foreword by David M. Woisetschläger.
000724065 264_1 $$aWiesbaden :$$bSpringer Gabler,$$c[2014]
000724065 264_4 $$c©2015
000724065 300__ $$a1 online resource (xix, 185 pages) :$$billustrations.
000724065 336__ $$atext$$btxt$$2rdacontent
000724065 337__ $$acomputer$$bc$$2rdamedia
000724065 338__ $$aonline resource$$bcr$$2rdacarrier
000724065 4901_ $$aApplied marketing science / Angewandte Marketingforschung
000724065 500__ $$a"Dissertation Technische Universität Braunschweig, 2014."
000724065 504__ $$aIncludes bibliographical references and index.
000724065 5050_ $$aForeword; 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
000724065 5058_ $$a3.2.5 Congruence Theory3.2.6 Social Identity Theory; 3.3 Theory Classification; 4 National Sponsorship: Effects of Fan Campaigns on Sponsorship Awareness, Brand Attitude, and Purchase Intention -- A Multi-Sponsor Analysis; 4.1 Introduction; 4.2 Theoretical Background; 4.3 Hypothesis Development; 4.3.1 Individual-Level Model; 4.3.2 Sponsor-Specific Group-Level Effects; 4.3.3 Control Variables; 4.4 Methodology ; 4.4.1 Data; 4.4.2 Measures; 4.4.3 Method; 4.5 Analysis Overview and Results; 4.6 Discussion and Managerial Implications; 4.7 Limitations and Further Research
000724065 5058_ $$a5 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
000724065 506__ $$aAccess limited to authorized users.
000724065 520__ $$aChristian 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.
000724065 588__ $$aOnline resource; title from PDF title page (SpringerLink, viewed November 20, 2014).
000724065 650_0 $$aCorporate sponsorship.
000724065 7001_ $$aWoisetschläger, David M.,$$eauthor of foreword.
000724065 77608 $$iPrint version:$$aLucas, Christian$$tSponsor- and Country-Related Predictors of Sponsorship Effectiveness : Sponsorship in a National and International Environment$$dWiesbaden : Springer Fachmedien Wiesbaden,c2014$$z9783658076832
000724065 830_0 $$aGabler research.$$pApplied marketing science.
000724065 852__ $$bebk
000724065 85640 $$3SpringerLink$$uhttps://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-658-07684-9$$zOnline Access$$91397441.1
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000724065 980__ $$aBIB
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000724065 983__ $$aOnline
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