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Relevanz von Naming Rights fr die identittsbasierte Markenfhrung
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Die stetig steigende Relevanz von Sportsponsoring und die damit einhergehenden Milliarden-Budgets generieren einen grer werdenden Rechtfertigungsdruck der Sponsoringverantwortlichen gegenber der Unternehmensfhrung. Fabian Stichnoth nimmt zunchst die Einordnung, Relevanzbestimmung und Integration von Naming Rights in den Kontext der identittsbasierten Markenfhrung vor. Er entwickelt einen konomisierungsansatz zur Bewertung von Naming Rights von Sport- und Veranstaltungssttten sowie Events. Dabei erfolgt zum einen die Aufarbeitung des aktuellen theoretischen und empirischen Forschungsstandes zu Sponsoring und Naming Rights, zum anderen die praktische Anwendung des Ansatzes anhand eines Fallbeispiels.
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