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Eventforschung pp 99–116Cite as

Mobile Spiele als Instrument des aktivierenden Leveragings im Veranstaltungssponsoring

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Part of the book series: Markenkommunikation und Beziehungsmarketing ((MBM))

Zusammenfassung

Sponsoring gilt in Praxis und Wissenschaft als wirkungsvolles Kommunikationsinstrument. So stimmen laut der Studie Sponsor-Trend 2017 von 190 befragten Entscheidungsträgern 70 % der Aussage zu, dass Sponsoring einen wichtigen Beitrag zur Markenkommunikationen leistet (vgl. Repucom Deutschland GmbH 2017, S. 20). Auch für das Veranstaltungssponsoring belegen empirische Untersuchungen positive Effekte auf diverse Erfolgsfaktoren der Markenführung, wie etwa die Markenbekanntheit, das Markenimage oder die Kaufabsicht (vgl. z. B. Filo/Funk/O’Brien 2010; Grohs/Wagner/Vsetecka 2004; Gwinner/Eaton 1999).

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  1. Hochschule Worms, Worms, Deutschland

    Jan Drengner

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  1. Jan Drengner
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  1. Chemnitz, Sachsen, Germany

    Cornelia Zanger

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Drengner, J. (2019). Mobile Spiele als Instrument des aktivierenden Leveragings im Veranstaltungssponsoring. In: Zanger, C. (eds) Eventforschung. Markenkommunikation und Beziehungsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-27652-2_6

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  • DOI: https://doi.org/10.1007/978-3-658-27652-2_6

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