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Imagewirkung des Sponsoring von Fußballarenen: Eine empirische Studie

Imagewirkung des Sponsoring von Fußballarenen: Eine empirische Studie

          
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About the Book

Diplomarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Universität Augsburg (Lehrstuhl für Marketing und Marktforschung - Professor Dr. Gierl), Sprache: Deutsch, Abstract: Betrachtet man die Entwicklung des Sponsoring in den letzten zwanzig Jahren, so ist ein rascher Anstieg seiner Wichtigkeit deutlich erkennbar. Gleichzeitig ist es erstaunlich, dass in der Marketingliteratur ein solcher Aufschwung des Sponsoring nicht reflektiert wird. In der Realität erfreute sich das Sponsoring immer größerer Beliebtheit, wohingegen es in der Forschung anfangs kaum Beachtung fand. Erst nach und nach nahm die Anzahl der Studien und Schriften über Sponsoring zu. Ein Grund könnte darin liegen, dass die Ausgaben für Sponsoring, im Vergleich zu denen für Werbung und Promotion, vergleichsweise gering erscheinen, und die Unternehmen somit keine Untersuchungen des Erfolgs ihrer Sponsoringaktivitäten anstreben. Zudem könnte sich bei solchen Untersuchungen herausstellen, dass die gewünschten Ergebnisse nicht im erhofften Maße eingetroffen sind. Die für das Sponsoring verantwortliche Abteilung würde sich demnach mit einer Analyse der Sponsoringresultate eigenen Schaden zufügen, sollten die Ergebnisse nicht den angestrebten Effekt erzielen. Alles in allem bleibt also festzuhalten, dass die Sponsoringforschung, insbesondere das Feld des Sponsoring von Fußballarenen, noch zahlreiche Fragen aufwirft. Für den explizit genannten Bereich des Stadionsponsoring liegt die Hauptursache für fehlende Studien darin, dass dieses Feld vor allem in Deutschland noch sehr neu ist und entsprechende Forschungen erst vorgenommen werden müssen. Aufgrund der unzulänglichen Erforschung des Sponsoring von Fußballstadien und der Aktualität dieser neuen Sponsoringmethode, soll die Wirkung des Stadionsponsoring genauer durchleuchtet werden. Der Großteil der bisherigen Studien zu diesem Thema zielten auf den Bekanntheitsgrad ab, während nur ein geringer Teil mit Imagewi


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Product Details
  • ISBN-13: 9783668673601
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 172
  • Spine Width: 10 mm
  • Weight: 236 gr
  • ISBN-10: 3668673608
  • Publisher Date: 03 Apr 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine empirische Studie
  • Width: 148 mm


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