Sponsor- and Country-Related Predictors of Sponsorship Effectiveness
Sponsor- and Country-Related Predictors of Sponsorship Effectiveness

Author: Christian Lucas

Publisher: Springer

Published: 2014-10-30

Total Pages: 196

ISBN-13: 3658076844

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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.

Sponsor- and Country-Related Predictors of Sponsorship Effectiveness
Sponsor- and Country-Related Predictors of Sponsorship Effectiveness

Author: Christian Lucas

Publisher:

Published: 2015

Total Pages:

ISBN-13: 9783658076856

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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.

Sponsorship in Marketing
Sponsorship in Marketing

Author: T. Bettina Cornwell

Publisher: Routledge

Published: 2020-03-11

Total Pages: 224

ISBN-13: 1000036863

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Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including: understanding the technology-led transformation of sponsoring learning about audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships understanding public policy and legal issues Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.

Sponsorship in Marketing
Sponsorship in Marketing

Author: T. Bettina Cornwell

Publisher: Routledge

Published: 2014-07-17

Total Pages: 248

ISBN-13: 1317810430

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Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectives leveraging and activation building sponsorship portfolios measurement and evaluation ambush marketing managing relationships internal audiences public policy and legal issues Every chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.

Routledge Handbook of Sport Management
Routledge Handbook of Sport Management

Author: Leigh Robinson

Publisher: Routledge

Published: 2013-03-01

Total Pages: 487

ISBN-13: 1136660879

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The Routledge Handbook of Sport Management is the most up-to-date and comprehensive guide to theory and practice in sport management ever published. It provides students and scholars with a broad ranging survey of current thinking in contemporary sport management, exploring best practice in core functional areas and identifying important future directions for new research. Key topics covered in the book include: managing performance marketing human resource management the economics and finance of sport strategy managing change governance of sports organizations customer relations branding and retail. With contributions from leading scholars and professionals from around the world, the book illustrates the global nature of contemporary sport business and highlights the opportunities and challenges for managers operating in an international market place. Representing a definitive survey of contemporary issues in sport management, this is an essential reference for all students, scholars and practitioners working in sport.

Research on Transport Economics 1998
Research on Transport Economics 1998

Author: European Conference of Ministers of Transport

Publisher: OECD Publishing

Published: 1998-11-03

Total Pages: 446

ISBN-13: 926406379X

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This annual information bulletin presents a survey of research in hand on the social and economic aspects of transport in over 400 specialised agencies which are mainly European (West and East) but in some cases American, Canadian or Australian.

Leading Complex Projects
Leading Complex Projects

Author: Kaye Remington

Publisher: Routledge

Published: 2016-04-22

Total Pages: 364

ISBN-13: 1317106903

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Leadership in projects has been under-represented in many of the most influential project methodologies, where the focus has been on management and process. The importance to project success of key roles such as project board member, executive sponsor, project manager, client representative or team leader, increases exponentially with the scale and complexity of the project. Kaye Remington's Leading Complex Projects draws on original, empirical research into successful leadership of complex projects, including 70 in-depth interviews with people, across a broad range of industries, selected for their roles in guiding complex projects towards successful outcomes. The book, structured around the major themes from the interviews, explains and applies emerging best-practice in a coherent and focused way. A potent combination of wisdom from leaders in practice and the latest knowledge from many fields of research will engage experienced practitioners, as well as those who are teaching and researching projects, complexity and leadership.

The Oxford Handbook of Terrorism
The Oxford Handbook of Terrorism

Author: Erica Chenoweth

Publisher: Oxford University Press

Published: 2019-03-14

Total Pages: 824

ISBN-13: 0191047139

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The Oxford Handbook of Terrorism systematically integrates the substantial body of scholarship on terrorism and counterterrorism before and after 9/11. In doing so, it introduces scholars and practitioners to state of the art approaches, methods, and issues in studying and teaching these vital phenomena. This Handbook goes further than most existing collections by giving structure and direction to the fast-growing but somewhat disjointed field of terrorism studies. The volume locates terrorism within the wider spectrum of political violence instead of engaging in the widespread tendency towards treating terrorism as an exceptional act. Moreover, the volume makes a case for studying terrorism within its socio-historical context. Finally, the volume addresses the critique that the study of terrorism suffers from lack of theory by reviewing and extending the theoretical insights contributed by several fields - including political science, political economy, history, sociology, anthropology, criminology, law, geography, and psychology. In doing so, the volume showcases the analytical advancements and reflects on the challenges that remain since the emergence of the field in the early 1970s.

The Handbook of Attitudes
The Handbook of Attitudes

Author: Dolores Albarracin

Publisher: Psychology Press

Published: 2014-04-04

Total Pages: 1289

ISBN-13: 1135626162

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This new handbook presents, synthesizes, and integrates the existing knowledge of methods, theories, and data in attitudes. The editors' goal is to promote an understanding of the broader principles underlying attitudes across several disciplines. Divided into three parts: one on definitions and methods; another on the relations of attitudes with beliefs, behavior, and affect; and a final one that integrates these relations into the broader areas of cognitive processes, communication and persuasion, social influence, and applications, the handbook also features an innovative chapter on implicit versus explicit attitudes. With contributions from the top specialists, this handbook features unique collaborations between researchers, some who have never before worked together. Every writer was encouraged to work from as unbiased a perspective as possible. A "must have" for researchers in the areas of social, political, health, clinical, counseling, and consumer psychology, marketing, and communication, the handbook will also serve as an excellent reference for advanced courses on attitudes in a variety of departments.