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Identittsbasierte Markenfhrung professioneller Sportvereine
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Product Details
Professionelle Sportvereinsmarken stehen vor der Herausforderung, den wirtschaftlichen Erfolg vom sportlichen abzukoppeln. Dies kann durch eine starke Sportvereinsmarke gewhrleistet werden, welche das Verhalten externer Zielgruppen unabhngig vom sportlichen Erfolg beeinflusst. Zum Aufbau einer solch starken Marke ist eine verhaltensrelevante Markenpositionierung von zentraler Bedeutung. An Hand einer empirischen Studie mit Marken aus der Fuball-, Handball- und Basketball-Bundesliga zeigt Michael Schade, dass eine Positionierung ber den Nutzen Verbundenheit mit der Stadt ausleben und ber die Markenpersnlichkeit besonders erfolgversprechend ist.
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