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Marktforschung für die Smart Data World pp 229–251Cite as

Die Wirksamkeit von Sportsponsoring in der Marketingkommunikation – Der Einfluss von Teamrivalität auf den impliziten und expliziten Markenwert

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Zusammenfassung

Die Beliebtheit von Sportsponsoring als Kommunikationsinstrument nimmt weiter zu. Das besondere Potenzial von Sportsponsoring zur nachhaltigen Steigerung des konsumentenorientiertes Wertes einer Marke, einem der zentralen intangiblen Assets eines Unternehmens, ist in der Leidenschaft und Begeisterung begründet, die alle Sportarten umgibt. Sportsponsoring nutzt das erhöhte Kundenengagement beim Konsum von Sport und soll darüber die langfristige Beziehung zwischen Sponsormarke und (potenzieller) Kundenbasis fördern und stabilisieren. Als weitgehend unzureichend haben sich die bisherigen Ansätze zur Bestimmung des Return on Investments (ROI) von Sponsoringaktivitäten herausgestellt. Der folgende Beitrag stellt im Rahmen eines sportlichen Rivalitätskontextes ein neuartiges leistungsstarkes ROI-Analyseinstrumentarium vor. Dieses vermisst nicht nur den expliziten Wert einer Marke im Kopf des Konsumenten, sondern erfasst ebenfalls den besonders konsumrelevanten impliziten Markenwert.

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Author information

Authors and Affiliations

  1. Dr. Buhmann Schule gGmbH, Hannover, Deutschland

    Matthias Limbach

  2. LINK CH, Zürich, Schweiz

    Philipp Fessler & Steffen Schmidt

  3. Success Drivers GmbH, Köln, Deutschland

    Frank Buckler

Authors
  1. Matthias Limbach
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  2. Philipp Fessler
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  3. Steffen Schmidt
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  4. Frank Buckler
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Correspondence to Steffen Schmidt .

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Editors and Affiliations

  1. Mutterstadt, Germany

    Bernhard Keller

  2. Twenty54Labs BV, Valkenburg, The Netherlands

    Hans-Werner Klein

  3. Deutsche Gesellschaft für Onlineforschung, Köln, Germany

    Alexandra Wachenfeld-Schell

  4. Studiengang Onlinemedien, Duale Hochschule Baden, Mosbach, Germany

    Thomas Wirth

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Limbach, M., Fessler, P., Schmidt, S., Buckler, F. (2020). Die Wirksamkeit von Sportsponsoring in der Marketingkommunikation – Der Einfluss von Teamrivalität auf den impliziten und expliziten Markenwert. In: Keller, B., Klein, HW., Wachenfeld-Schell, A., Wirth, T. (eds) Marktforschung für die Smart Data World. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-28664-4_16

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  • DOI: https://doi.org/10.1007/978-3-658-28664-4_16

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