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Die Werbewirkung von Sportsponsoring
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Sportsponsoring ist fester Bestandteil im Kommunikations-Mix vieler Unternehmen. Da das Umfeld einer Sportveranstaltung selten gnstige Bedingungen zur bewussten Wahrnehmung bietet, integrieren die Sponsoren ihre Sponsorships zunehmend in die Werbung, um die gewnschte Aufmerksamkeit fr ihr Engagement sicherzustellen. Thade Dudzik analysiert in drei experimentellen Studien, ob Sponsorships einfachen Sportbotschaften in Werbeanzeigen berlegen sind. Es wird deutlich, dass Sponsoring fr einen zustzlichen positiven Imageeffekt sorgen kann. Hierbei ist allerdings nicht die Popularitt des Sponsorships entscheidend, sondern die ex ante bestehende Verbindung zwischen Marke und Sport. Fehlt eine Verbindung, dann bleibt die Wirkung im besten Falle aus, das Sponsoring kann sich aber auch negativ niederschlagen.
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