AN EXPLORATION OF THE HALO EFFECT IN PROFESSIONAL SOCCER

Authors

  • Gerd Nufer Prof. Dr., Reutlingen University, ESB Business School, Alteburgstr. 150, 72762 Reutlingen, Germany

DOI:

https://doi.org/10.46827/ejpe.v0i0.1817

Keywords:

halo effect, sport marketing, soccer, football

Abstract

A halo effect can lead to significantly biased and distorted judgments in numerous situations and settings in daily life. However, its impact has barely been researched in the sporting environment, although it might help a great deal in understanding how sport fans think and behave. This paper provides an empirical study based on two German soccer clubs, VfB Stuttgart and FC Bayern Munich, analyzing the presence of halo effects. The purpose of this study is to answer the question that is interesting for both theory and practice: Does a halo effect exist in professional soccer?

 

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Author Biography

  • Gerd Nufer, Prof. Dr., Reutlingen University, ESB Business School, Alteburgstr. 150, 72762 Reutlingen, Germany

    Dr. Gerd Nufer is Professor of Business Administration specializing in Marketing and Sport Management at ESB Business School, Reutlingen University, Germany. Furthermore, he is Director of the German Institute for Sport Marketing. His teaching, research and consulting specializations are Sport Marketing, Event Management, Marketing Communications, and International Market Research. He has been awarded for both his research and teaching.

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Published

2018-07-23

Issue

Vol 4, No 9 (2018)

Section

Articles

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