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Relevanz Von Naming Rights Für Die Identitätsbasierte Markenführung: Eine Analyse Der Ökonomisierung Von Naming Rights Dargestellt an Einem Beispiel A
Paperback
Series: Innovatives Markenmanagement
EconomicsMarketingSports General
ISBN13: 9783658222895
Publisher: Springer Gabler
Published: May 24 2018
Pages: 279
Weight: 0.80
Height: 0.64 Width: 5.83 Depth: 8.27
Language: German
Die stetig steigende Relevanz von Sportsponsoring und die damit einhergehenden Milliarden-Budgets generieren einen grö er werdenden Rechtfertigungsdruck der Sponsoringverantwortlichen gegenüber der Unternehmensführung. Fabian Stichnoth nimmt zunächst die Einordnung, Relevanzbestimmung und Integration von Naming Rights in den Kontext der identitätsbasierten Markenführung vor. Er entwickelt einen Ökonomisierungsansatz zur Bewertung von Naming Rights von Sport- und Veranstaltungsstätten sowie Events. Dabei erfolgt zum einen die Aufarbeitung des aktuellen theoretischen und empirischen Forschungsstandes zu Sponsoring und Naming Rights, zum anderen die praktische Anwendung des Ansatzes anhand eines Fallbeispiels.
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