Multisensory Impact of Sport Events A Comparative Effect Analysis Ba
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
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In dieser Schriftenreihe werden aktuelle Forschungsergebnisse aus dem Bereich Unternehmensführung präsentiert. Die einzelnen Beiträge spiegeln die wissenschaftliche Ausrichtung der HHL in Forschung und Lehre wider. Sie zeichnen sich vor allem durch eine ganzheitliche, integrative Perspektive aus und sind durch den Anspruch geprägt, Theorie und Praxis zu verbinden sowie in besonderem Maße internationale Aspekte einzubeziehen.
Thorsten Tham
Multisensory Impact of Sport Events A Comparative Effect Analysis Based on Soccer Games Foreword by Prof. Dr. Manfred Kirchgeorg
Thorsten Tham Leipzig, Germany Dissertation HHL Leipzig Graduate School of Management, 2014
Schriftenreihe der HHL Leipzig Graduate School of Management ISBN 978-3-658-12104-4 ISBN 978-3-658-12105-1 (eBook) DOI 10.1007/978-3-658-12105-1 Library of Congress Control Number: 2015955257 Springer Gabler © Springer Fachmedien Wiesbaden 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer Gabler is a brand of Springer Fachmedien Wiesbaden Springer Fachmedien Wiesbaden is part of Springer Science+Business Media (www.springer.com)
Foreword While the advance of digitization remains unstoppable, live events have lost none of their attraction. Indeed, the need for live events seems to be increasing even as digital communication channels grow in importance. Unlike the use of digital communication, live events allow organizers to address and capture their enthusiasm of their target groups in a multisensual form. That is why, for more than a decade, we at the SVI-Endowed Chair of Marketing at HHL Leipzig Graduate School of Management have concerned ourselves with the analysis and design of both live and digital communication. During this period, we have conducted a broad array of theory-based impact analyses for brand lands, trade fairs, showrooms and shopping locations. In this dissertation, Thorsten Tham extends the research focus to include football events as a specific form of liv
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