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Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment - Applied Marketing Science / Angewandte Marketingforschung Christian Lucas 2015 edition
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Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment - Applied Marketing Science / Angewandte Marketingforschung
Christian Lucas
Christian Lucas investigates the effectiveness of sports sponsorships. 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.
185 pages, 23 black & white illustrations, 19 black & white tables, biography
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