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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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语言德语 ● 格式 EPUB ● ISBN 9783658357115 ● 出版者 Springer Fachmedien Wiesbaden ● 发布时间 2021 ● 下载 3 时 ● 货币 EUR ● ID 8185618 ● 复制保护 Adobe DRM

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