https://hdl.handle.net/10419/193015 2026-10-23T01:14:54Z 2026-10-23T01:14:54Z Zweigle, Tanja Hanig, Janis https://hdl.handle.net/10419/340171 2026-04-25T03:05:32Z 2026-01-01T00:00:00Z

Title: Stadionatmosphäre als Erfolgsfaktor für Fanloyalität im deutschen Profifußball: Eine empirische Analyse mit Implikationen für Marketingverantwortliche Authors: Zweigle, Tanja; Hanig, Janis Abstract: This paper examines the influence of perceived stadium atmosphere on fan loyalty in German professional football (soccer). While previous research has primarily focused on team performance and identification as drivers of loyalty, the role of stadium atmosphere as an experiential and co-created factor has received limited empirical attention. Using a mixed-methods approach consisting of a literature review, a focus group, a Delphi study, and a quantitative online survey (n = 209), the study analyzes how perceived stadium atmosphere affects attitudinal and behavioral dimensions of loyalty. The results reveal a significant positive relationship between stadium atmosphere and overall fan loyalty. The effect is particularly strong for attitudinal loyalty, while behavioral loyalty is influenced to a lesser extent. Notably, the relationship proves stable across different fan segments, independent of age, membership status, stadium attendance frequency, or satisfaction with sporting success. The findings suggest that a fan-centered and authentic stadium atmosphere represents a strategic lever for strengthening long-term fan attachment and supporting the economic resilience of professional football clubs in an increasingly commercialized environment.

2026-01-01T00:00:00Z Schümann, Jakob Weege, Maria https://hdl.handle.net/10419/338110 2026-03-21T04:24:13Z 2026-01-01T00:00:00Z

Title: Zwischen Realität und Fantasiewelt: Die psychologischen Wirkungen immersiver Freizeitparkgestaltung auf Konsumentscheidungen Authors: Schümann, Jakob; Weege, Maria

2026-01-01T00:00:00Z Vogel, Henrik Schmitt, Sophie https://hdl.handle.net/10419/311207 2025-02-19T02:09:21Z 2025-01-01T00:00:00Z

Title: Die unterschätzte Macht der Schrift: Untersuchung des Einflusses von Schriftarten auf Anzeigenwahrnehmung, Markeneinstellung und Kaufverhalten Authors: Vogel, Henrik; Schmitt, Sophie Abstract: Product brands are facing the increasing challenge of differentiating themselves from the competition through authentic and inspiring advertisements. Therefore, the choice of the right typeface as a design element for advertisement texts may play a crucialrole in consumer behavior. Although researchers agree that typefaces generally affect people's perception, existing research in this specific field is still limited. Based on a survey among German consumers, this study investigates whether two different fonts of an advertisement text (machine-written typeface vs. hand-written typeface) will have an impact on relevant consuming aspects, like advertisement (ad) perception, brand attitude, purchase intention and willingness to pay. The results indicate a stronger effect on these aspects for a hand-written advertisement text compared to the machine-written version. According to that, implications for marketing professionals are derived from the results. The study contributes to existing advertising research and shows the power of typefaces as often underestimated success features of advertisements.

2025-01-01T00:00:00Z Weege, Maria Zweigle, Tanja https://hdl.handle.net/10419/317784 2025-05-17T03:33:14Z 2025-01-01T00:00:00Z

Title: AI in marketing education: Capabilities required of marketers today Authors: Weege, Maria; Zweigle, Tanja Abstract: This research explores the transformative impact of Artificial Intelligence (AI) on marketing education. The study emphasizes the necessity for marketing students to acquire skills that enable them to effectively utilize AI throughout the marketing management process. By synthesizing insights from theoretical models and empirical research, the paper identifies key competencies required for future marketers, including analytical, technological, and strategic efficiency capabilities. The authors argue that integrating AI into marketing education is essential for preparing students to navigate the rapidly evolving landscape of digital marketing. The paper concludes with recommendations for educators on how to incorporate AI tools and concepts into their curricula to enhance students' readiness for AIdriven marketing roles.

2025-01-01T00:00:00Z