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Bewertungsmethoden für den Markenwert Deutscher Einzelsportler by Tibi, Pascal

Bewertungsmethoden für den Markenwert Deutscher Einzelsportler

by Pascal Tibi
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Book cover type: Paperback
  • ISBN13: 9783346378712
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 30
  • Original Price: USD 25.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 50 grams
  • BISAC Subject(s): Reference

Studienarbeit aus dem Jahr 2021 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 1.7, Veranstaltung: Markenmanagement im Sport, Sprache: Deutsch, Abstract: Welche Methoden zur multidimensionalen Bewertung von Sportler-/ Personenmarken existieren in der intradisziplinären Deutschen Markenforschung und in welchen Punkten unterscheiden sich diese? Nicht zuletzt durch die Digitalisierung und die damit korrespondierende Entstehung zahlreicher sozialer Netzwerke rückten Markenpersönlichkeiten immer mehr in den Fokus der werbetreibenden Industrie. Dabei stellen insbesondere Sportlerpersönlichkeiten ein attraktives Objekt zur Kommunikation der individuellen Werbebotschaften dar, da sich ihre Attraktivität vor allen Dingen aus ihrem sozialen Einfluss ergibt, der ihren sportlichen Wirkungsbereich um Längen übersteigt. Auch das wissenschaftliche Erkenntnisinteresse steigt nicht nur durch die kontinuierliche Erweiterung digitaler Kommunikationskanäle stetig an, sondern lässt sich auf die interdisziplinäre Vergleichbarkeit von Merkmalen einer menschlichen und markenspezifischen Persönlichkeit zurückführen. Wenngleich sich durch die technischen Qualitäten des Sportlers ein Marktwert ermitteln lässt, ist für die werbetreibende Industrie der Markenwert von deutlich höherem Interesse. Doch wie kann der Wert einer solchen Markenpersönlichkeit eines Einzelsportlers quantifizierbar gemacht werden? Welche verhaltenswissenschaftliche sowie finanzwirtschaftliche und somit multidimensionalen Bewertungsmethoden existieren im deutschen Profisport?

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