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Sportmarkenführung in Social Networks

In: Marken und Sport

Author

Listed:
  • Stefanie Regier
  • Kevin Krüger

Abstract

Zusammenfassung Durch den Erfolg von Facebook und anderen Social Networks haben sich der Markenführung neue Möglichkeiten in der Kommunikation mit den Konsumenten geöffnet. Eine Herausforderung stellt dabei die Authentizität der Markenrepräsentation dar. Diese Studie analysiert, auf welchen Determinanten die Authentizität eines Markenauftritts in einem Social Network basiert und welche strategischen Zielgrößen für die Führung einer Sportmarke dadurch beeinflusst werden können. Dazu wird ein kausalanalytisches Modell aufgestellt, welches mit einer Umfrage am Beispiel der Marke adidas überprüft wird.

Suggested Citation

  • Stefanie Regier & Kevin Krüger, 2014. "Sportmarkenführung in Social Networks," Springer Books, in: Holger Preuß & Frank Huber & Holger Schunk & Thomas Könecke (ed.), Marken und Sport, edition 127, chapter 14, pages 273-294, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-3695-0_14
    DOI: 10.1007/978-3-8349-3695-0_14
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