Overview
- Publication in the field of economic sciences
- Includes supplementary material: sn.pub/extras
Part of the book series: Schriftenreihe der HHL Leipzig Graduate School of Management (SHL)
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Table of contents (4 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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.
Authors and Affiliations
About the author
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.
Bibliographic Information
Book Title: Multisensory Impact of Sport Events
Book Subtitle: A Comparative Effect Analysis Based on Soccer Games
Authors: Thorsten Tham
Series Title: Schriftenreihe der HHL Leipzig Graduate School of Management
DOI: https://doi.org/10.1007/978-3-658-12105-1
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden 2016
Softcover ISBN: 978-3-658-12104-4Published: 22 January 2016
eBook ISBN: 978-3-658-12105-1Published: 13 January 2016
Series ISSN: 2628-1007
Series E-ISSN: 2628-1015
Edition Number: 1
Number of Pages: XXVIII, 302
Number of Illustrations: 44 illustrations in colour
Topics: Marketing, Sports Economics, Behavioral/Experimental Economics