Catalog > Social Sciences > General > Matthias Albisser: Brand Content und Brand Image (ePUB)

Matthias Albisser
Brand Content und Brand Image [EPUB ebook]
Experimentelle Studie uber die Wirkung von Brand Content auf Imagedimensionen

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In diesem Open-Access-Buch schlägt Matthias Albisser eine Konzeptualisierung von Brand Content als Botschaften der Unternehmenskommunikation vor, die gleichberechtigt eine Unternehmensperspektive (Imageaufbau) und eine Userperspektive (Mehrwert für User) einnehmen. Anhand einer experimentellen Umfrage wird der Einfluss von informativem (Tipps und Tricks) und unterhaltendem (Memes) Brand Content auf das funktionale und das emotionale Markenimage analysiert.

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Language German ● Format EPUB ● ISBN 9783658357115 ● Publisher Springer Fachmedien Wiesbaden ● Published 2021 ● Downloadable 3 times ● Currency EUR ● ID 8185618 ● Copy protection Adobe DRM

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