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The eSports Market and eSports Sponsoring / 1 Introduction
The eSports Market and eSports Sponsoring / 1 Introduction
Contents
Chapter
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1–12
Titelei/Inhaltsverzeichnis
1–12
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13–15
1 Introduction
13–15
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1.1 Problem Statement
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1.2 Disambiguation
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16–66
2 The eSports Market
16–66
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2.1 Historical Development
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2.2 ESports Disciplines
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2.2.1 Hardware Systems
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2.2.2 Genres and Games
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2.3 Key Components of the eSports Ecosystem
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2.3.1 Consumers: The eSports Fans
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2.3.2 Players
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2.3.3 Teams: eSports Clubs
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2.3.4 Leagues and Tournaments
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2.3.5 Events
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2.3.6 Media Channels
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2.3.7 Publishers
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2.3.8 Brands
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2.3.9 Associations
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2.4 Risk Factors
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2.4.1 Corruption
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2.4.2 Virtual Violence
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2.5 Sponsoring in Western eSports
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2.5.1 Sponsoring Properties and Activities
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2.5.2 Sponsor Composition
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2.5.3 The Attractiveness of the Target Group
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2.6 Consolidation and Future Outlook
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2.6.1 Overall Market Size and Growth
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2.6.2 Magic Triangle of Sports and the Flow of Money
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2.6.3 New Technologies
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2.6.4 Legal and Political Aspects and the Relation to Traditional Sports
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67–89
3 Empirical Research on 3rd and 4th Degree Sponsoring
67–89
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3.1 Previous Research on eSports
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3.2 Research Problem Definition and Objectives
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3.3 The Case Study
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3.4 Theoretical Model, Research Design and Methods
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3.5 Data Collection
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3.5.1 Field Study
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3.5.2 Online Survey
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3.6 Data Analysis
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3.6.1 Socio-Demographics
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3.6.2 Verification of the Required Conditions
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3.6.3 Attitude towards Sports Sponsoring
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3.6.4 Awareness at Event
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3.6.5 Attitude and Perception
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3.6.6 Image Transfer Potential
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3.6.7 Created Brand Connection with eSports
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3.6.8 International Results
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3.7 Summarization and Implications
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3.8 Limitations and Future Research
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90–93
4 Conclusion
90–93
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94–123
Bibliography
94–123
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124–184
Appendixes
124–184
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The eSports Market and eSports Sponsoring , page 13 - 15
1 Introduction
Autoren
Julian Heinz Anton Ströh
DOI
doi.org/10.5771/9783828866485-13
ISBN print: 978-3-8288-3891-8
ISBN online: 978-3-8288-6648-5
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doi.org/10.5771/9783828866485-13
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