Die Reaktivierung von inneren Markenbildern am Point-of-Sale

Die Reaktivierung von inneren Markenbildern am Point-of-Sale

Jennifer Helfgen

80,97 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2019
ISBN:
9783658252038
80,97 €
IVA incluido
Disponible

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Sobre IBD

Jennifer Helfgen analysiert mit Hilfe von vier experimentellen Studien den zugrundeliegenden psychologischen Wirkmechanismus von Instore-Displays, die Schlüsselmotive aus TV-Kampagnen aufgreifen. Dabei wird zwischen weniger bekannten und bekannten Marken unterschieden. Die Arbeit liefert einen Beitrag zu den drei Forschungsbereichen Shopper Marketing, Integrierte Kommunikation und Imagery-Forschung und die Autorin zeigt auf, wie die Wirkung von Instore-Displays erhöht werden kann, ohne dass diese mit einer Preisreduktion und den damit verbundenen Risiken einhergehen müssen.

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