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Beendigungsmanagement von Sponsoringbeziehungen
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Sponsoringbeendigungen fhren unter verschiedenen Voraussetzungen zu positiven, neutralen oder negativen Auswirkungen in der Zielgruppe. Felix Salzer entwickelt in diesem Buch auf theoretisch-konzeptioneller Grundlage ein Wirkungsmodell, um alle relevanten Einflussfaktoren, Wahrnehmungsdimensionen und markenbezogenen Auswirkungen im Zusammenhang mit einer Sponsoringbeendigung darzustellen. In einer quantitativen Studie werden die relevanten Einflussfaktoren des Wirkungsmodells empirisch berprft. Die Ergebnisse der quantitativen Studie ermglichen in Kombination mit den theoretisch-konzeptionellen Erkenntnissen die Ableitung von Handlungsempfehlungen fr die Unternehmenspraxis. Die Handlungsempfehlungen werden in Form eines Beendigungsmanagements von Sponsoringbeziehungen zusammengefasst dargestellt.
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