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Sponsoring-Wirkung auf das Kaufverhalten

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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783658155728
Condition
New
Product Description

Robert Hohenauer untersucht den Einfluss imagebildender Faktoren auf die Kaufabsicht und stellt ihn in den zunehmend relevanten Zusammenhang mit dem realen Kaufverhalten. Sein Forschungsansatz, quantitative Online-Studien in der Zielgruppe mit einer Kaufprozessanalyse sowie Expertenbefragungen zu kombinieren, erffnet neue Perspektiven bei der Bewertung der Effektivitt von Sponsoring. Er zeigt, dass eine handlungsauslsende Aktivierung des potenziellen Kufers erforderlich ist, um die Lcke zwischen der formulierten Kaufabsicht und des tatschlichen Kaufverhaltens zu schlieen. Eine Aktivierungs-Matrix, zwei Sponsoring-Cockpits sowie praxisnahe Handlungsempfehlungen untersttzen Sponsoring-Verantwortliche bei der Umsetzung eines Sponsorships.

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