Multisensory Impact of Sport Events / Schriftenreihe der HHL Leipzig Graduate School of Management (PDF)
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,...
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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.
Contents
.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
Target Groups
·Researchers and students in the fields of sports marketing and
management
·Practitioners in these areas
The Author
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.
- Autor: Thorsten Tham
- 2016, 1st ed. 2016, 302 Seiten, Englisch
- Verlag: Gabler, Betriebswirt.-Vlg
- ISBN-10: 365812105X
- ISBN-13: 9783658121051
- Erscheinungsdatum: 13.01.2016
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- Größe: 4.97 MB
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