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Emotional Influences on Sport Event Marketing
How spectators emotions can be allocated, measured and applied in marketing communication of sport events
Englisch
112 b
Bis zu 30 Tage Rückgaberecht
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13.00
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10.49
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Management and marketing of sport events demand an §interdisciplinary approach, where one major §component is often underestimated if not forgotten. §The emotional influences on sport event spectators §play a significant role when it comes to the §decision whether or not to take part at a sport §event. The aim of this scientific work is to §analyse the importance and awareness of the §emotional impact on spectators behaviour towards a §sport in general and sport events in particular with §regards to sport event marketing. The biggest §challenge therein lies in the area of measuring the §different categories of emotional impact and to §subsequently identify strategies how to incorporate §these emotions in marketing communication. Research §in this area has shown a strong upward trend in §recent years, however a sophisticated implementation §of emotional influences on sport event marketing §cannot yet be considered as realised and put into §practice. The point of accomplishing and developing §a strategic and fundamental basis for applied §emotion marketing has not been reached yet.
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