Refine
Document Type
- Book (52)
- Book chapter (40)
- Journal article (39)
- Conference proceeding (2)
Is part of the Bibliography
- yes (133)
Institute
- ESB Business School (133)
Publisher
- Universität Tübingen (46)
- Erich Schmidt Verlag (28)
- Routledge (6)
- Sciamus GmbH (6)
- Springer (6)
- New Business Verlag (3)
- AfM Arbeitsgemeinschaft für Marketing (2)
- IUP Publications (2)
- Infonomics Society (2)
- Access Press UK (1)
- BBE Handelsberatung GmbH (1)
- Beck (1)
- Bundesverband Medien und Marketing (1)
- Business Perspectives (1)
- Centre for Promoting Ideas (1)
- Common Ground Publishing (1)
- Economica (1)
- EduINDEX (1)
- Elsevier (1)
- Emerald (1)
- Gabler (1)
- Hochschule Hannover (1)
- IACSIT Press (1)
- IJECM (1)
- JIBRM (1)
- Kiehl (1)
- Kohlhammer (1)
- Koordinierungsstelle Forschung und Entwicklung der Fachhochschulen des Landes Baden-Württemberg (1)
- Lange (1)
- MA Akademie Verlags- und Druck-Gesellschaft mbH (1)
- North American Business Press (1)
- Oemus Media (1)
- Open Access Publishing Group (1)
- Pearson (1)
- Research Academy of Social Sciences (1)
- Scienpress (1)
- Scientific Research Publishing (1)
- Swiss Marketing (1)
- Süddeutsche Zeitung GmbH (1)
- Thexis Verlag (1)
- Verlag Werben & Verkaufen (1)
Am 12. Juni beginnt mit dem Eröffnungspiel Brasilien gegen Kroation die Fußball-Weltmeisterschaft 2014 in Brasilien. Doch ein anderer Wettstreit begann schon viel früher: die Schlacht der Ausrüster. Adidas und Nike liefern sich einen erbitterten Kampf um Trikots und Schuhe der Stars. Fairness wird dabei oftmals nur klein geschrieben. Der vorliegenden Beitrag gibt einen Einblick in den "Krieg der Schuhe und Trikots".
For many companies, it is major international sporting events (in particular the Football World Cup or the Olympic Games) that constitute the ideal platform for the integration of their target group-specific marketing communication into an attractive sports environment. Sports event organizers sell exclusive marketing rights for their events to official sponsors, who, in return, acquire exclusive options to utilize the event for their own advertising purposes. Ambush marketing is the method used by companies that do not hold marketin rights to an event, but still use their marketing activities in diverse ways to establish a connection to it. There is still whidespread debate and confusion about the topic. Ambush marketing is often defined in different ways, by different people, according to their position as either supporters of opponents of the practice.
In daily life, people tend to use mental shortcuts to simplify and speed up their decision-making processes. A halo effect exists if the impression created by a dominant attribute influences how other attributes of an object or subject are judged. It involves a cognitive bias that leads to distorted assessments. However, the halo effect has barely been researched in a sports-related context, although it can substantially contribute to understanding how sport fans think and behave. The objective of this paper is to answer the question that is of interest for both theory and practice of sports marketing: Is there a halo effect in sports? Does the sporting success or failure of a professional soccer team radiate or even outshine other sports related and non-sports aspects and influence or distort how the club is perceived by its fans? Fans of six soccer clubs selected from the first German soccer league Bundesliga were interviewed. This paper presents the results of an empirical study based on a data set consisting of a total of 4,180 cases. The results of the analyses substantiate the distortion of the fans’ perception with regard to a very diverse range of aspects that is triggered by the sporting success or failure of their favorite club.