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Markenkommunikation Mit Sport: Wirkungsmodell Für Die Markenführung Aus Sicht Der Service-Dominant Logic
Paperback
Series: Markenkommunikation Und Beziehungsmarketing
ISBN13: 9783834941978
Publisher: Springer Gabler
Published: Jan 25 2013
Pages: 400
Weight: 1.11
Height: 0.87 Width: 5.83 Depth: 8.27
Language: German
Unternehmen greifen bei ihrer Markenkommunikation häufig auf das Thema Sport zurück, da Sport in westlichen Gesellschaften einen hohen Stellenwert genie t. Das Spektrum der eingesetzten Kommunikationsinstrumente reicht dabei von der Werbung über Eventmarketing, Sponsoring und Ambush-Marketing bis hin zu Interaktionsplattformen im Internet. Eine notwendige Voraussetzung für den Erfolg dieser Instrumente besteht darin, die Zielgruppen nicht als blo e Empfänger von Markenbotschaften zu betrachten, sondern als aktive Interaktionspartner. Aufbauend auf dieser Prämisse der Service-Dominant Logic, auf Resultaten der Markenforschung zum Markenimage und zu Brand Communities sowie auf Erkenntnissen der Sportwissenschaft entwickelt Jan Drengner ein Modell zur Erklärung der Wirkungen der Markenkommunikation mit Sport und leitet entsprechende Implikationen für die Marketingpraxis ab.
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