Der Markentransfer

Hätty, Holger

doi:10.1007/978-3-642-46905-3

Cited by 79 publications

(5 citation statements)

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“…Hätty 1989;Zatloukal 2002). If the transfer product(s) and the core brand are positioned too differently or aim at highly disparate target groups, the brand identity can be eroded.…”

Section: (E) Category Extensionmentioning

confidence: 99%

Identity-Based Brand Management

Burmann

Riley

Halaszovich

et al. 2017

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“…Hätty 1989;Zatloukal 2002). If the transfer product(s) and the core brand are positioned too differently or aim at highly disparate target groups, the brand identity can be eroded.…”

Section: (E) Category Extensionmentioning

confidence: 99%

Identity-Based Brand Management

Burmann

Riley

Halaszovich

et al. 2017

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“…Above all, consumers base their expectations of superior quality on a brand name. After having formed a general opinion of quality, it then retroactively influences the perception and assessment of individual features (Hätty, 2013).…”

Section: Halo Effects In Businessmentioning

confidence: 99%

“Say hello to Halo”: the halo effect in sports

Nufer

2019

Innovative Marketing

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In daily life, people tend to use mental shortcuts to simplify and speed up their decision-making processes. A halo effect exists if the impression created by a dominant attribute influences how other attributes of an object or subject are judged. It involves a cognitive bias that leads to distorted assessments. However, the halo effect has barely been researched in a sports-related context, although it can substantially contribute to understanding how sport fans think and behave. The objective of this paper is to answer the question that is of interest for both theory and practice of sports marketing: Is there a halo effect in sports? Does the sporting success or failure of a professional soccer team radiate or even outshine other sports-related and non-sports aspects and influence or distort how the club is perceived by its fans? Fans of six soccer clubs selected from the first German soccer league Bundesliga were interviewed. This paper presents the results of an empirical study based on a data set consisting of a total of 4,180 cases. The results of the analyses substantiate the distortion of the fans’ perception with regard to a very diverse range of aspects that is triggered by the sporting success or failure of their favorite club.

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“…optimal affinity exists. In terms of the psychology of memory, such links are based on associations: A declining stratification of associative structures (reticular links, semantic networks) implies a reduction in the distance between two points of association, which in principle entails an increase in the potential for association(s) (Hätty, 1989).…”

Section: Possible Consequencesmentioning

confidence: 99%

“…Thus, a change in attitude or an image transfer respectively, constitutes a core objective or action quantity, which can be attained with the use of event marketing. This stems in particular from the fact that a high correlation is assumed to exist between the attitude towards or the image of a brand or a company and the actual purchasing behavior of consumers (Hätty, 1989).…”

Section: Introductionmentioning

confidence: 99%

Event Marketing and Attitude Changes

Nufer

2015

JIBRM

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The most important objective of event marketing is to improve the image of a brand or a company. The paper presents an image transfer model for event marketing. Based on current research, an image transfer model for event marketing is developed and the conditions required for an image transfer to take place from an event to a brand or a company are explained. Depending on which conditions are met, there are different consequences with regard to the image transfer from the event to the brand or company that are structured and characterized in detail. The image transfer model is developed against the backdrop of selected event types often used in actual practice. The focus of its application lies mainly in brand-oriented leisure and infotainment events directed towards external target groups. The model provides a discussion and analysis of the impact category of the image transfer in event marketing. The paper explains that the possibility of an attitude change is given within the context of event marketing. The presented model serves to structure the image transfer in event marketing. It is intended to illustrate the steps that are involved in the emergence of an image transfer as well as the resulting alternative consequences.

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Der Markentransfer

Cited by 79 publications

References 0 publications

Identity-Based Brand Management

Identity-Based Brand Management

“Say hello to Halo”: the halo effect in sports

Event Marketing and Attitude Changes

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