This study highlights the importance of brand image for fan loyalty in team sport. A parsimonious 4-factor, 20-indicator structure effectively represents brand image. In contrast to Keller’s proposed model, relationships between the brand image’s components were discovered. Thus, in line with means-end theory, a brand-image model should incorporate causalities among brand attributes, benefits, and attitudes. Fan loyalty is positively influenced by a fan’s brand attitude. Relationships among the brand-image dimensions and loyalty are confirmed via structural equation modeling. The non-product-related brand attributes (i.e., logo or tradition) have a particularly large impact on attitudes and behavior. They represent promising starting points for a successful and differentiating team brand strategy.

Factors that influence the game attendance and attitudinal loyalty of sports fans have been researched quite extensively in Anglo-American countries, but rather less in Germany. Brand image is held to be an important antecedent of fan loyalty. This study therefore investigates the relationship between these constructs, using a sample of 1,300 fans of German Bundesliga soccer teams. In addition to the verification of this link, causal modelling reveals a relationship between the major facets of a club's brand image, namely attributes and benefits. Non-product-related attributes of the brand are more important to the fans' loyalty than product-related attributes.

Mobile ticketing is regarded as one of the most promising applications within m-commerce. However, consumer acceptance will only be high, if mobile ticketing is perceived as beneficial. An analysis of the value drivers of mobile ticketing is thus essential. The goal of this study therefore, is to apply consumer behaviour theory to identify the factors that add to the perceived value of mobile ticketing. For this purpose a theoretical analysis is complemented by a conjoint analytical study, the results of which reveal that cost and time-related issues are decisive. To take account of preference heterogeneity, three consumer segments are identified.

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Josef Johann von Littrow, Austrian astronomer in the early 19 th , and Rudolf Kippenhahn, German astrophysicist in the late 20 th century, were both quite successful as authors in popularizing astronomical topics. Subject of the following essay will be a discussion about some questions of which nearly all, during Littrow's lifetime , were not yet resolved. Kippenhahn, some hundred and fifty years later, could give the solution of many of them. But really of all?