Martin Fett

Neuromarketing in Sports: How Emotions strengthen the Consumers' Perception of a Brand Martin Fett

Master's Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Lugano, course: Sponsorship and Partnership Management - Corporate Communication, language: English, comment: Martin Fett verfasst mit "Neuromarketing in Sports" die erste englischsprachige Arbeit, die Neuromarketing mit Sponsorship-Management kombiniert und mit einem aufwändigen Experiment wissenschaftlich fundiert. Er gibt damit einen idealen Einstieg in das neue und spannende Feld des Neuromarketing und gibt wichtige Handlungsempfehlungen, die Entscheider in sponsernden Unternehmen interessieren werden - aber auch dem Laien eine perfekte Übersicht in das weite Feld des Sportsponsorings geben. , abstract: Until now, economic theory has not systematically integrated the impact of emotions on brand perception. Evidence from the evolving discipline of neuroscience suggests that decision-making is dependent on emotional processing. Interdisciplinary research under the label of "neuromarketing" arose. The key idea of this approach is to employ recent neuroscientific methods in order to analyze economically relevant brain processes. This thesis offers an overview of the current state of neuroeconomic research by defining the concept of neuromarketing, explaining methods that are widely used and describing current studies in this new research area. The study which was conducted within this master thesis finally provides guidance for future research. Several studies found that there are no separated ways for cognition and emotion in a human being's brain. Emotions are deeply connected with cognitive processing and thus, even are a crucial part of human decision making. Since more and more companies want to enhance their brands, products, and services with emotions, they are trying to use this important precondition and are engaging in sports sponsorships, because sports as such is considered the biggest a