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Multisensory Impact of Sport Events: A Comparative Effect Analysis Based on Soccer Games Thorsten Tham Author
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ISBN:

9783658121044


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.

Informations détaillées sur le livre - Multisensory Impact of Sport Events: A Comparative Effect Analysis Based on Soccer Games Thorsten Tham Author


EAN (ISBN-13): 9783658121044
ISBN (ISBN-10): 3658121041
Livre de poche
Date de parution: 2016
Editeur: Springer Fachmedien Wiesbaden Core >1

Livre dans la base de données depuis 2016-02-06T16:49:26+01:00 (Zurich)
Page de détail modifiée en dernier sur 2024-03-08T02:08:00+01:00 (Zurich)
ISBN/EAN: 9783658121044

ISBN - Autres types d'écriture:
3-658-12104-1, 978-3-658-12104-4
Autres types d'écriture et termes associés:
Auteur du livre: springer fachmedien wiesbaden, thorsten
Titre du livre: event, eve, leipzig, impact, sport, tham

Données de l'éditeur

Auteur: Thorsten Tham
Titre: Schriftenreihe der HHL Leipzig Graduate School of Management; Multisensory Impact of Sport Events - A Comparative Effect Analysis Based on Soccer Games
Editeur: Springer Gabler; Springer Fachmedien Wiesbaden GmbH
302 Pages
Date de parution: 2016-01-22
Wiesbaden; DE
Imprimé / Fabriqué en
Poids: 4,298 kg
Langue: Anglais
53,49 € (DE)
54,99 € (AT)
59,00 CHF (CH)
POD
XXVIII, 302 p. 44 illus. in color.

BC; Marketing; Hardcover, Softcover / Wirtschaft/Werbung, Marketing; Marketing und Vertrieb; Verstehen; Brand Management; S-O-R Models; Multisensual Approach; Club Brand; Sensual Perception; Sports Economics; Behavioral/Experimental Economics; Marketing; Sports Economics; Experimental Economics; Sport und Freizeit; Dienstleistungsgewerbe, Gastgewerbe; Verhaltensökonomie; EA

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.

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.

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.

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.

.Brand Management in Sports

·Consideration of Multisensuality in S-O-R Models

·Researchers and students in the fields of sports marketing and management

·Practitioners in these areas

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.

 

Contents Target Groups The Author

Publication in the field of economic sciences

Includes supplementary material: sn.pub/extras


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