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