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Imagetransfer durch Event-Marketing

In: Event-Marketing und -Management

Author

Listed:
  • Gerd Nufer

Abstract

Zusammenfassung Einstellungsänderungen bzw. Imageverbesserungen stellen die wichtigsten Zielsetzungen im Event-Marketing dar. Dies rührt insbesondere daher, dass eine hohe Korrelation zwischen der Einstellung bzw. dem Image einer Marke / eines Unternehmens und dem tatsächlichen Kaufverhalten der Konsumenten angenommen wird. Die Analyse der Wirkungen innerhalb des Bezugsrahmens sowie die Ableitung eines Modells zur Erklärung der Wirkungsweise von Event-Marketing haben eine verhaltenswissenschaftliche Grundlage für die Imagetransferbetrachtung geliefert. Der dezidierten Auseinandersetzung mit den Bedingungen für das Zustandekommen eines Imagetransfers durch den Einsatz von Event-Marketing soll nun ein separater Teil der Arbeit gewidmet werden.

Suggested Citation

  • Gerd Nufer, 2012. "Imagetransfer durch Event-Marketing," Springer Books, in: Event-Marketing und -Management, edition 4, chapter 5, pages 163-205, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-7146-3_5
    DOI: 10.1007/978-3-8349-7146-3_5
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