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Die Einflussfaktoren der Markenbewertung im Sport
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Die Arbeit greift mit der Berechnung des Markenwerts ein zentrales Problem der betriebswirtschaftlichen Forschung auf. Im Speziellen untersucht der Autor dabei die vielfltigen Zusammenhnge bzw. Ursache-Wirkungsbeziehungen, die sich im Rahmen einer umfassenden Markenbewertung ergeben. In der empirischen Analyse berprft er die Einflussfaktoren der Markenbewertung, zusammengefasst in der psychologischen Markenstrke, und die Strke des Einflusses auf den finanziellen Markenwert von Klubmarken im Sport.
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