Imagetransfer durch Musiksponsoring (German Edition) Book PDF, ePub eBook

Join our eBook service for unlimited books & audiobooks. Get a free 7 day subscription! ↓↓↓↓↓


Book Descriptions:
Mit der Durchführung eines Musiksponsorings verbinden Unternehmen in der Regel bestimmte marketing-spezifische Zielsetzungen. Von hohem Stellenwert ist in diesem Kontext der so genannte 'Imagetransfer', bei dem eine Übertragung bestimmter (positiver) Imagebestandteile des Gesponserten auf das Image des Sponsors intendiert ist. Dabei sollen neben 'sachlichen' Merkmalen und Charaktereigenschaften, wie zum Beispiel 'jugendlich' oder 'dynamisch', ebenfalls 'emotionale' Imagebestandteile auf das Image des Sponsors transferiert werden. Mit der systematischen Beeinflussung ihres Images bzw. der Images ihrer Marken und Produkte verfolgen Unternehmen das Ziel, am positiven Image des Gesponserten zu partizipieren und dadurch einen Vorteil gegenüber Wettbewerbern zu erlangen. Von hoher Bedeutung ist hierbei vor allem die 'Aufladung' des Unternehmensimages mit positiven Emotionen. Emotionen haben nach heutigem Kenntnisstand einen enormen Einfluss auf das gesamte Denken und Verhalten von Menschen. Sie bewerten unsere Wahrnehmungen, Gedanken und Erfahrungen nach dem Schema positiv/negativ und bestimmen unsere Bereitschaft, sich Situationen, Objekten, Vorstellungen, Erinnerungen etc. anzunähern bzw. abzuwenden. Dementsprechend leisten Emotionen ebenfalls einen entscheidenden Beitrag bei den Kaufentscheidungen der Konsumenten. Dass insbesondere Musik in der Lage ist Menschen emotional zu bewegen, ist allgemein bekannt sowie wissenschaftlich bewiesen. Nicht ohne Grund wird Musik gemeinhin auch als die Sprache der Gefühle bezeichnet. Dabei besteht die Annahme, dass durch das Hören von Musik vor allem positive Emotionen hervorgerufen werden. Vor diesem Hintergrund geht der Autor der Frage nach, ob und in welcher Weise ein Sponsoring in dem Bereich der Musik das Image eines Unternehmens positiv beeinflussen kann.

Imagetransfer durch Musiksponsoring (German Edition) by Mario Humrich

From reader reviews:

Martin Phair:

What do you regarding book? It is not important together with you? Or just adding material when you need something to explain what yours problem? How about your time? Or are you busy man or woman? If you don't have spare time to complete others business, it is gives you the sense of being bored faster. And you have free time? What did you do? Every person has many questions above. The doctor has to answer that question because just their can do that. It said that about publication. Book is familiar on every person. Yes, it is correct. Because start from on jardín de infancia until university need this Imagetransfer durch Musiksponsoring (German Edition) to read.

Clyde Welch:

Reading a publication tends to be new life style on this era globalization. With examining you can get a lot of information that could give you benefit in your life. With book everyone in this world could share their idea. Guides can also inspire a lot of people. Many author can inspire their particular reader with their story as well as their experience. Not only the storyline that share in the textbooks. But also they write about the information about something that you need instance. How to get the good score toefl, or how to teach your sons or daughters, there are many kinds of book which exist now. The authors on this planet always try to improve their proficiency in writing, they also doing some study before they write to their book. One of them is this Imagetransfer durch Musiksponsoring (German Edition).

Elnora Perry:

Why? Because this Imagetransfer durch Musiksponsoring (German Edition) is an unordinary book that the inside of the reserve waiting for you to snap the item but latter it will distress you with the secret that inside. Reading this book close to it was fantastic author who write the book in such wonderful way makes the content interior easier to understand, entertaining technique but still convey the meaning entirely. So , it is good for you because of not hesitating having this any longer or you going to regret it. This excellent book will give you a lot of benefits than the other book have got such as help improving your expertise and your critical thinking way. So , still want to hold up having that book? If I had been you I will go to the reserve store hurriedly.

Bonnie Thorp:

As a college student exactly feel bored to be able to reading. If their teacher questioned them to go to the library or make summary for some reserve, they are complained. Just small students that has reading's heart and soul or real their passion. They just do what the professor want, like asked to go to the library. They go to there but nothing reading significantly. Any students feel that reading is not important, boring and also can't see colorful pictures on there. Yeah, it is to become complicated. Book is very important to suit your needs. As we know that on this age, many ways to get whatever we want. Likewise word says, ways to reach Chinese's country. Therefore this Imagetransfer durch Musiksponsoring (German Edition) can make you experience more interested to read.