Sponsor- and Country-Related Predictors of Sponsorship Effectiveness PDF Download
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Author: Christian Lucas
Publisher:
ISBN: 9783658076856
Category :
Languages : en
Pages :
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Book Description
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.
Author: Christian Lucas
Publisher:
ISBN: 9783658076856
Category :
Languages : en
Pages :
Get Book Here
Book Description
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.
Author: Christian Lucas
Publisher: Springer
ISBN: 3658076844
Category : Business & Economics
Languages : en
Pages : 196
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Book Description
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.
Author: Michael Devlin
Publisher:
ISBN:
Category : Electronic dissertations
Languages : en
Pages : 179
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Book Description
This dissertation investigates the extent to which exposure to a sponsorship during images from a highly arousing sporting event affects cognitive, affective, and behavioral evaluations of the sponsorship. Additionally, this study examined the role that fan identity to a particular sport has on cognitive capabilities and sponsorship evaluations. Mere exposure and fan identity theories were employed to measure influence on sponsorship outcomes. Despite the quantity of existing conceptualized models regarding sponsorship effectiveness, the advertising field lacks sufficient empirical investigation of interaction effects, particularly in a controlled environment. An experiment was employed to empirically examine how exposure to different types of sponsors, (both functionally congruent and incongruent to the sport) impacted recall, recognition, attitude, and purchase intentions, while gauging an individual's fan identity and emotion (pleasure and arousal) during the event. Self-report was used to measure emotion (pleasure and arousal), and psychophysiology measures were used to collect physiological arousal, a measurement all but absent in fan identification and sponsorship research. Immediate exposure to a sponsor had no impact on evaluations; however, fan identification to the sport was a significant predictor for sponsorship success. Furthermore, sponsors that were functionally congruent to the sport received more favorable evaluations than those that were functionally incongruent. Differentiating congruency in terms of its functionally rather that articulation added a new level and definition to consider when examining sponsorship effectiveness. Lastly, the results contradicted previous studies, finding that no relationship existed between psychophysiological arousal and recall and recognition in this study. The results could be due to the length of time of exposure or the stimuli type, warranting future research. In terms of fan identification, the study supports previous tenets of fan identification to a sport that is moving from niche to mainstream status. Secondly, one's fan identification to the sport is less influenced by geographical location and community affiliation, antecedents that were previously labeled as strong predictors for one's identification. Fan identification is a strong predictor for all UFC-related consumption, involvement, liking, and self-reported arousal. Interestingly though, this study found differences between levels of physiological arousal and one's level of identification--but not in the same direction as previous studies. Low identified fans showed higher levels of physiological arousal than highly identified fans, suggesting that either the novelty or arousing nature of the sport superseded identity, warranting future areas of research. Lastly, this study shows support for the role that fan identification and sponsorship congruency have on sponsorship success. The findings in this experiment support conceptualized models, as well as empirical findings using other quantitative methods, such as surveys.
Author: T. Bettina Cornwell
Publisher: Routledge
ISBN: 1000036863
Category : Sports & Recreation
Languages : en
Pages : 213
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Book Description
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.
Author: Leigh Robinson
Publisher: Routledge
ISBN: 1136660879
Category : Business & Economics
Languages : en
Pages : 487
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Book Description
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.
Author: T. Bettina Cornwell
Publisher: Routledge
ISBN: 1317810430
Category : Business & Economics
Languages : en
Pages : 248
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Book Description
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.
Author: European Conference of Ministers of Transport
Publisher: OECD Publishing
ISBN: 926406379X
Category :
Languages : en
Pages : 446
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Book Description
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.
Author: Kaye Remington
Publisher: Routledge
ISBN: 1317106903
Category : Business & Economics
Languages : en
Pages : 364
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Book Description
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.
Author: Aldostefano Porcari
Publisher: Frontiers Media SA
ISBN: 2832531245
Category : Medical
Languages : en
Pages : 107
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Book Description
Author: United States. Congress. Senate. Committee on Appropriations
Publisher:
ISBN:
Category :
Languages : en
Pages : 2226
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Book Description
