Sponsor- and country-related predictors of sponsorship effectiveness : sponsorship in a national and international environment / Christian Lucas ; with a foreword by David M. Woisetschläger.

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 mor...

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Bibliographic Details

Online Access:	Full Text (via Springer)
Main Author:	Lucas, Christian (Author)
Other Authors:	Woisetschläger, David M. (author of foreword.)
Format:	eBook
Language:	English
Published:	Wiesbaden : Springer Gabler, [2014]
Series:	Gabler research. Applied marketing science.
Subjects:	Corporate sponsorship.