IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-8349-3695-0_10.html
   My bibliography  Save this book chapter

Prominente Sportler als Testimonials in der Werbung

In: Marken und Sport

Author

Listed:
  • Karsten Kilian

Abstract

Zusammenfassung In den Profilen vieler Marken spiegeln sich die Charaktereigenschaften der Personen und Persönlichkeiten, die über einen längeren Zeitraum mit ihnen in Verbindung gebracht werden. Waren es früher vor allem die Unternehmer selbst, die ihre Waren persönlich an ihre Kunden verkauften und dadurch der eigenen Marke Kontur und Charakter gaben, so sind es seit vielen Jahrzehnten vor allem von den Unternehmen engagierte Markenfürsprechern, die für bestimmte Marken eintreten. Allen voran gilt dies für bekannte Persönlichkeiten des öffentlichen Lebens, wie Abb. 10.1 deutlich macht.

Suggested Citation

  • Karsten Kilian, 2014. "Prominente Sportler als Testimonials in der Werbung," Springer Books, in: Holger Preuß & Frank Huber & Holger Schunk & Thomas Könecke (ed.), Marken und Sport, edition 127, chapter 10, pages 195-213, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-3695-0_10
    DOI: 10.1007/978-3-8349-3695-0_10
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-8349-3695-0_10. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.