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2020 | OriginalPaper | Buchkapitel

16. Die Wirksamkeit von Sportsponsoring in der Marketingkommunikation – Der Einfluss von Teamrivalität auf den impliziten und expliziten Markenwert

verfasst von : Matthias Limbach, Philipp Fessler, Steffen Schmidt, Frank Buckler

Erschienen in: Marktforschung für die Smart Data World

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

Die Beliebtheit von Sportsponsoring als Kommunikationsinstrument nimmt weiter zu. Das besondere Potenzial von Sportsponsoring zur nachhaltigen Steigerung des konsumentenorientiertes Wertes einer Marke, einem der zentralen intangiblen Assets eines Unternehmens, ist in der Leidenschaft und Begeisterung begründet, die alle Sportarten umgibt. Sportsponsoring nutzt das erhöhte Kundenengagement beim Konsum von Sport und soll darüber die langfristige Beziehung zwischen Sponsormarke und (potenzieller) Kundenbasis fördern und stabilisieren. Als weitgehend unzureichend haben sich die bisherigen Ansätze zur Bestimmung des Return on Investments (ROI) von Sponsoringaktivitäten herausgestellt. Der folgende Beitrag stellt im Rahmen eines sportlichen Rivalitätskontextes ein neuartiges leistungsstarkes ROI-Analyseinstrumentarium vor. Dieses vermisst nicht nur den expliziten Wert einer Marke im Kopf des Konsumenten, sondern erfasst ebenfalls den besonders konsumrelevanten impliziten Markenwert.
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Metadaten
Titel
Die Wirksamkeit von Sportsponsoring in der Marketingkommunikation – Der Einfluss von Teamrivalität auf den impliziten und expliziten Markenwert
verfasst von
Matthias Limbach
Philipp Fessler
Steffen Schmidt
Frank Buckler
Copyright-Jahr
2020
DOI
https://doi.org/10.1007/978-3-658-28664-4_16