Sponsor- and Country-Related Predictors of Sponsorship Effectiveness: Sponsorship in a National and International Environment (Applied Marketing Science / Angewandte Marketingforschung)

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-Gau©ℓ Faculty of the Technische Universit©Þt Braunschweig, Germany, under the supervision of Prof. Dr. David M. Woisetschl©Þger. 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 Foreword 7 Preface 9 Table of Contents 11 List of Figures 14 List of Tables 15 List of Abbreviations 16 1 Introduction 17 2 Sponsorship Basics and Objectives 24 2.1 Sponsorship Development and Types 24 2.2 Sport Sponsorship Types and Objectives 27 2.3 Brand Consciousness and Brand Objectives within Sport Sponsorship 31 3 Literature Review and Theoretical Background 36 3.1 Literature Review on Sponsorship Effectiveness 36 3.2 Theoretical Explanation of Sponsorship Effectiveness 53 3.2.1 Overview of Theories 54 3.2.2 Mere Exposure Theory 59 3.2.3 Learning Theory: Classical Conditioning 63 3.2.4 Balance Theory 66 3.2.5 Congruence Theory 70 3.2.6 Social Identity Theory 73 3.3 Theory Classification 77 4 National Sponsorship: Effects of Fan Campaigns on Sponsorship Awareness, Brand Attitude, and Purchase Intention – A Multi-Sponsor Analysis 83 4.1 Introduction 83 4.2 Theoretical Background 85 4.3 Hypothesis Development 88 4.3.1 Individual-Level Model 88 4.3.2 Sponsor-Specific Group-Level Effects 95 4.3.3 Control Variables 99 4.4 Methodology 102 4.4.1 Data 102 4.4.2 Measures 104 4.4.3 Method 108 4.5 Analysis Overview and Results 109 4.6 Discussion and Managerial Implications 120 4.7 Limitations and Further Research 126 5 International Sponsorship: Effects of Sponsorship on Brand Image – A Cross-National Analysis 129 5.1 Introduction 129 5.2 Theoretical Background 131 5.3 Hypothesis Development 132 5.3.1 Individual-Level Model 132 5.3.2 Country-Specific Group-Level Effects 135 5.3.3 Control Variables 139 5.4 Methodology 140 5.4.1 Data 140 5.4.2 Measures 140 5.5 Analysis Overview and Results 143 5.6 Discussion and Managerial Implications 149 5.7 Limitations and Further Research 153 6 Implications and Concluding Remarks 154 6.1 Implications 154 6.2 Outlook 159 References 161 Index of Appendices 192 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-Gau©l Faculty of the Technische Universit©Þt Braunschweig, Germany, under the supervision of Prof. Dr. David M. Woisetschl©Þger. 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 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 Front Matter....Pages I-XIX Introduction....Pages 1-7 Sponsorship Basics and Objectives....Pages 9-20 Literature Review and Theoretical Background....Pages 21-67 National Sponsorship: Effects of Fan Campaigns on Sponsorship Awareness, Brand Attitude, and Purchase Intention – A Multi-Sponsor Analysis....Pages 69-114 International Sponsorship: Effects of Sponsorship on Brand Image – A Cross-National Analysis....Pages 115-139 Implications and Concluding Remarks....Pages 141-147 Back Matter....Pages 149-185