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

Stöd

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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Språk Tyska ● Formatera EPUB ● ISBN 9783658357115 ● Utgivare Springer Fachmedien Wiesbaden ● Publicerad 2021 ● Nedladdningsbara 3 gånger ● Valuta EUR ● ID 8185618 ● Kopieringsskydd Adobe DRM

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