Multisensory Impact of Sport Events A Comparative Effect Analysis Based on Soccer Games /

• Main Author: Tham, Thorsten (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016.
• Edition: 1st ed. 2016.
• Series: Schriftenreihe der HHL Leipzig Graduate School of Management
• Subjects: Business.; Marketing.; Behavioral economics.; Sports > Economic aspects.; Business and Management.; Sports Economics.; Behavioral/Experimental Economics.

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...

Table of Contents:

• 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.