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Sebastian Ullrich 
Markenbindung durch personalisierte Internetauftritte [PDF ebook] 

Destek

Sebastian Ullrich untersucht personalisierte Internetauftritte. Ziel ist es, Erkenntnisse über die Wirkungen von personalisierten Internetauftritten schwacher und starker Marken zu gewinnen. Dabei sollen sowohl affektive als auch kognitive Prozesse betrachtet werden. Anschließend werden die Konstrukte der Zufriedenheit und Vertrauen in ihrer Funktion als Mediatoren für Bindungsprozesse erörtert. Auf Basis der theoretischen Erkenntnisse werden die Hypothesen zur Wirkungsweise von personalisierten Internetauftritten formuliert. Abschließend werden Implikationen für weitere Forschungsmöglichkeiten im Bereich personalisierter Internetauftritte gegeben und Handlungsempfehlungen für die Praxis abgeleitet.

€44.95
Ödeme metodları

İçerik tablosu

Personalisierte Internetauftritte.- Markeneinstellung.- Zufriedenheit.- Vertrauen.- Markenbindung.- Datenschutzbedenken. ​

Yazar hakkında

Sebastian Ullrich promovierte bei Prof. Dr. Franz-Rudolf Esch an der Professur für Marketing der Universität Gießen sowie am Institut für Marken- und Kommunikationsforschung. Er ist selbständiger Marketingberater und -forscher.

Bu e-kitabı satın alın ve 1 tane daha ÜCRETSİZ kazanın!
Dil Almanca ● Biçim PDF ● Sayfalar 318 ● ISBN 9783658005092 ● Dosya boyutu 2.5 MB ● Yayımcı Springer Fachmedien Wiesbaden GmbH ● Kent Wiesbaden ● Ülke DE ● Yayınlanan 2012 ● İndirilebilir 24 aylar ● Döviz EUR ● Kimlik 2666123 ● Kopya koruma Sosyal DRM

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