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Multisensory Impact of Sport Events : A Comparative Effect Analysis Based on Soccer Games (Paperback)

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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.

Genre: Business + Money Management
Sub-Genre: Organizational Behavior, Marketing / General, Economics / General
Series Title: Schriftenreihe Der Hhl Leipzig Graduate School of Management
Format: Paperback
Publisher: Springer Verlag
Author: Thorsten Tham
Language: English
Street Date: January 22, 2016
TCIN: 50993989
UPC: 9783658121044
Item Number (DPCI): 248-13-9131

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