Maria Kiebacher

Emotional Influences on Sport Event Marketing: How Spectators¿ Emotions Can Be Allocated, Measured and Applied in Marketing Communication of Sport Events Maria Kiebacher

Management and marketing of sport events demand an interdisciplinary approach, where one major component is often underestimated if not forgotten. The emotional influences on sport event spectators play a significant role when it comes to the decision whether or not to take part at a sport event. The aim of this scientific work is to analyse the importance and awareness of the emotional impact on spectators¿ behaviour towards a sport in general and sport events in particular with regards to sport event marketing. The biggest challenge therein lies in the area of measuring the different categories of emotional impact and to subsequently identify strategies how to incorporate these emotions in marketing communication. Research in this area has shown a strong upward trend in recent years, however a sophisticated implementation of emotional influences on sport event marketing cannot yet be considered as realised and put into practice. The point of accomplishing and developing a strategic and fundamental basis for applied emotion marketing has not been reached yet.