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Erfolgsfaktoren des Ambush-Marketing
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Product Details
Der Begriff des Ambush-Marketing hat als Werbeform im Zuge sportlicher Groveranstaltungen, sptestens seit der Fuball-WM 2006, Einzug gehalten. Denn nicht nur Sponsoren werben mit den Events, sondern immer mehr Ambusher nutzen die Events, um ihre Produkte zu vermarkten, ohne entsprechende Rechte erworben zu haben. Florian Eschenbach konzipiert ein komplexes Strukturgleichungsmodell zur Wirkungsweise von Ambush-Marketing und identifiziert seine Erfolgsfaktoren. Der Autor kann nachweisen, dass Ambush-Marketing fr bestimmte Zielgruppen eine geeignete Werbeform darstellt.
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