Emotionalisierung und Markenwahrnehmung bei Sportevents by Christian Winkler
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Emotionalisierung und Markenwahrnehmung bei Sportevents

Emotionalisierung und Markenwahrnehmung bei Sportevents


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About the Book

Vor dem Hintergrund der ökonomischen, gesellschaftlichen und kommunikativen Rahmenbedingungen, sind Unternehmen dazu aufgefordert neue Strategien und Techniken innerhalb der Markenkommunikation einzusetzen, um ein eigenständiges, konsistentes, zielgruppenübergreifendes und vor allem einzigartiges Markenbild aufzubauen. Dabei liegt die Herausforderung für die Unternehmen darin, ein geeignetes Themenfeld zu finden, welches ein hohes Erlebnispotential aufweist. Diesbezüglich stellen Events im Sport, durch deren besonderen Merkmale, eine ideale Plattform zur fokussierten Zielgruppenansprache dar. Zielführend und demnach von großer Bedeutung in der Kommunikationspolitik bei Sportevents, ist der Einsatz von Emotionen, durch deren Aktivierung die gesamte Leistungsfähigkeit der Konsumenten positiv stimuliert wird, so dass die beim Event vorhandenen Markenbotschaften besser wahrgenommen, verarbeitet und schneller gespeichert werden. Vor dem Hintergrund der theoretisch aufgearbeiteten Themenkomplexe bzgl. der allgemein existierenden Emotionalisierungstechniken und der allgemein bestehenden Formen der Markenpräsentation, wurden im Rahmen dieser empirischen Untersuchung die Kommunikationsziele der als Sponsoren auftretenden Unternehmen ermittelt und den Ergebnissen einer umfangreichen Zuschauerbefragung (bzgl. Wahrnehmung, Bekanntheit & Image) gegenübergestellt. Die so erhaltenen Ergebnisse wurden abschließend interpretiert & diskutiert, mit dem Ziel für die Marketingpraxis interessante Erkenntnisse und hilfreiche Anhaltspunkte für zukünftige Eventinszenierungsmaßnahmen ableiten zu können. Am Beispiel der Toyota Handball Bundesliga wurden die Sponsoren des Vereins Rhein-Neckar Löwen und deren Unternehmenspräsentation im Rahmen der Heimspiele in der SAP Arena untersucht.
About the Author: Christian Alexander Winkler, Jahrgang 1981, geboren in Achern, studierte den Diplom Studiengang Sportökonomie an der Universität Bayreuth mit der Zusatzqualifikation "European Degree in Sportsmanagement" an der Northumbria University in Newcastle, UK. Zu seinen beruflichen Stationen gehören studienbegleitende Tätigkeiten im Bereich des Eventmanagements bei ECE-Projectmanagement, Nussbaum GmbH, FIFA WM OK 2006(TM), Europäischer Sportmanagement-Kongress 2008 sowie im Bereich des Retailmarketings bei der Firma G Fashion Goldberg GmbH. Seit Februar 2010 arbeitet er als Project Manager im Bereich des VIP Sportstravelmanagement bei der Zächel Group in Berlin.


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Product Details
  • ISBN-13: 9783836690560
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 335 gr
  • ISBN-10: 383669056X
  • Publisher Date: 05 Jan 2011
  • Height: 254 mm
  • No of Pages: 158
  • Series Title: German
  • Sub Title: Am Beispiel der Rhein-Neckar Löwen in der SAP Arena
  • Width: 178 mm


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