Copied Corporate Hospitality bei Sportevents
Corporate Hospitality bei Sportevents
Corporate Hospitality hat sich in den zurckliegenden Jahren zu einem bedeutenden Finanzierungsinstrument fr Sporteventveranstalter und zu einem beliebten Kommunikationsinstrument fr Unternehmen entwickelt. Untersuchungen zu den spezifischen Wirkungszusammenhngen dieses Instruments im Relationship-Marketing liegen bisher nur in Anstzen vor. Stefan Walzel erarbeitet daher zunchst ein konsistentes Evaluationsmodell mit Fokus auf die beziehungstheoretischen Konzepte der affektiven und konativen Wirkungen. Im zweiten Schritt schlgt er alternative Forschungsdesigns zur empirischen Effizienzmessung von Corporate Hospitality bei Sportevents auf der Grundlage des Modells vor.
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