Multisensory Impact of Sport Events

Name: Multisensory Impact of Sport Events
Author: Thorsten Tham

A Comparative Effect Analysis Based on Soccer Games

Paperback Engels 2016 9783658121044

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Samenvatting

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.

Specificaties

ISBN13:9783658121044

Taal:Engels

Bindwijze:paperback

Uitgever:Springer Fachmedien Wiesbaden

Hoofdrubriek:Economie, Reclame en verkoop, Marketing

Serie:Schriftenreihe der HHL Leipzig Graduate School of Management

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Inhoudsopgave

<p>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.</p>