Neuromarketing in Sports

Inhaltsverzeichnis (Table of Contents)

• Abstract
• Preface
• 1 Introduction
• 1.1 Motivation and Goal of the Thesis
• 1.2 The Role of Emotions in Decision Making
• 1.3 The Impact of Emotions on Brand Perception in Sports
• 2 Neuromarketing
• 2.1 The Rise of Neuromarketing
• 2.2 Methods of Neuromarketing Research
• 2.3 Applications of Neuromarketing in Sports
• 3 Sponsorship in Sports
• 3.1 The Sponsorship Market
• 3.2 Effectiveness of Sponsorship Strategies
• 3.3 Measuring the Impact of Sponsorship
• 4 Empirical Study
• 4.1 Research Design
• 4.2 Methods and Procedures
• 4.3 Data Analysis and Results
• 5 Discussion
• 5.1 Key Findings of the Study
• 5.2 Implications for Sponsorships in Sports
• 5.3 Limitations and Future Research Directions
• 6 Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This master's thesis explores the application of neuromarketing techniques to analyze the impact of emotions on brand perception in the context of sports sponsorships. It examines the current state of neuroeconomic research, reviews existing methods of neuromarketing, and conducts an empirical study to investigate the effectiveness of sponsorship strategies using implicit measuring methods. Key themes and objectives of the thesis include:

• The role of emotions in decision-making and brand perception.
• The application of neuromarketing methods to measure implicit consumer responses.
• Investigating the effectiveness of sponsorship strategies in sports.
• Identifying the potential benefits and limitations of neuromarketing in sponsorship research.
• Exploring future research directions for neuromarketing in sports.

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction: This chapter establishes the motivation and goal of the thesis, highlighting the importance of understanding the role of emotions in brand perception and decision-making. It explores the potential of neuromarketing to provide insights into consumer responses to sponsorships in the realm of sports.
• Chapter 2: Neuromarketing: This chapter provides an overview of the emerging field of neuromarketing, defining its key concepts and discussing various methods used in neuroeconomic research. It examines the potential applications of neuromarketing in analyzing consumer behavior and brand perception in sports.
• Chapter 3: Sponsorship in Sports: This chapter analyzes the sponsorship market in sports, exploring the effectiveness of sponsorship strategies and discussing the challenges of measuring their impact. It explores the limitations of traditional methods and highlights the need for new approaches to assess sponsorship effectiveness.
• Chapter 4: Empirical Study: This chapter outlines the research design, methods, and procedures used in the empirical study. It describes the data analysis techniques employed to examine the results of the field experiment conducted with German students.

Schlüsselwörter (Keywords)

This thesis focuses on the intersection of neuromarketing, sports, and sponsorship. The key keywords and topics explored include: neuromarketing, neuroeconomics, brand perception, emotions, decision-making, sports sponsorship, implicit measures, response time tracking, consumer behavior, marketing research, effectiveness of sponsorship strategies, and future research directions.