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Multisensory impact of sport events: a comparative effect analysis based on soccer games

  • Thorsten Tham highlights the fundamental changes that have swept Germany’s footballing landscape in recent years and presents theory-based impact hypotheses about forms of stimulus that can raise the loyalty of football-affine target groups before, during and after the game. Based on the example of traditional club VfL Bochum 1848 an online survey to analyze the influence of a Bundesliga match on different visitor target groups is conducted. The author discusses ways in which football clubs can change their multisensual approach to raise the profile of their club brand among football-affine target groups and increase loyalty to the club.

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Document Type:Doctoral Thesis
Author:Thorsten Tham
Chairs and Professorships:Chair of Marketing Management and Sustainability
Series (Serial Number):Schriftenreihe der HHL Leipzig Graduate School of Management (2016)
Year of Completion:2016
Wiesbaden: Springer Gabler, 2016 ISBN 978-3-658-12104-4 eISBN 978-3-658-12105-1 Leipzig, HHL Leipzig Graduate School of Management, Diss., 2014 (Schriftenreihe der HHL Leipzig Graduate School of Management)