Multisensory Impact of Sport Events
A Comparative Effect Analysis Based on Soccer Games
Seiten
2016
|
1st ed. 2016
Springer Fachmedien Wiesbaden GmbH (Verlag)
978-3-658-12104-4 (ISBN)
Springer Fachmedien Wiesbaden GmbH (Verlag)
978-3-658-12104-4 (ISBN)
Thorsten Tham highlights the fundamental changes that have swept Germany's footballing landscape in recent years and presents theory-based impact hypotheses about forms of stimulus that can raise the loyalty of football-affine target groups before, during and after the game. Based on the example of traditional club VfL Bochum 1848 an online survey to analyze the influence of a Bundesliga match on different visitor target groups is conducted. The author discusses ways in which football clubs can change their multisensual approach to raise the profile of their club brand among football-affine target groups and increase loyalty to the club.
Dr. Thorsten Tham completed his doctoral study under the supervision of Prof. Dr. Manfred Kirchgeorg at the SVI-Endowed Chair of Marketing at HHL Leipzig Graduate School of Management.
Brand Management in Sports.- Consideration of Multisensuality in S-O-R Models.- Empirical Study of Sensual Perception and Effectiveness During Games of the German Soccer Club VfL Bochum 1848.- Derivations of Potential Actions in the Context of Identity-Based Brand Management.
| Erscheinungsdatum | 08.10.2016 |
|---|---|
| Reihe/Serie | Schriftenreihe der HHL Leipzig Graduate School of Management |
| Zusatzinfo | XXVIII, 302 p. 44 illus. in color. |
| Verlagsort | Wiesbaden |
| Sprache | englisch |
| Maße | 148 x 210 mm |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Volkswirtschaftslehre ► Mikroökonomie | |
| Schlagworte | Behavioral/Experimental Economics • Brand Management • business and management • Club Brand • Marketing • Multisensual Approach • Sensual Perception • S-O-R Models • Sports economics |
| ISBN-10 | 3-658-12104-1 / 3658121041 |
| ISBN-13 | 978-3-658-12104-4 / 9783658121044 |
| Zustand | Neuware |
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