Zusammenfassung
Die Erforschung der Wirkung von emotionalen Erlebnissen und unbewusst gebildeten Gedächtnisleistungen und Einstellungen sind bislang in der Sponsoringforschung größtenteils vernachlässigt worden. Der vorliegende Beitrag stellt theoretische Grundlagen und ausgewählte empirische Erkenntnisse vor, die verdeutlichen, dass Konsumenten kommunizierte Botschaften von in Assoziation mit Sportveranstaltungen stehenden Marken sowohl explizit als auch implizit verarbeiten können. Gemäß einer ersten empirischen Studie sind die impliziten Effekte stärker für Sponsoren als für Ambusher, wobei alle betrachteten Marken ihre Kommunikationsmaßnahmen langfristig betrieben. Basierend auf den gewonnenen Erkenntnissen werden Empfehlungen für künftige Forschungsaktivitäten sowie für das Markenmanagement und die Ausrichter von sportlichen Großveranstaltungen abgeleitet.
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Gröppel-Klein, A., Königstorfer, J. (2012). Sportsponsoring und Ambushing. In: Bauer, H., Heinrich, D., Samak, M. (eds) Erlebniskommunikation. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-21133-1_11
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