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Messung und Wirkung von Markenemotionen

Messung und Wirkung von Markenemotionen

Thorsten Möll

99,16 €
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Editorial:
Springer Nature B.V.
Año de edición:
2007
Materia
Ventas y marketing
ISBN:
9783835008977
99,16 €
IVA incluido
Disponible

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Sobre IBD

Thorsten Möll simuliert durch die Analyse unbekannter Marken, gering emotionaler Marken sowie hoch emotionaler Marken mithilfe der funktionellen Magnetresonanztomographie (fMRT) den Aufbau starker Marken durch Lernprozesse. Er weist nach, dass die drei Markenkategorien unterschiedliche Gehirnregionen aktivieren.Ausgezeichnet mit dem Wissenschaftspreis des Deutschen Marketing-Verbandes 2008 (DMV) (1. Platz) Preis der Deutschen Marktforschung in der Kategorie Nachwuchsforscher des Jahres 2008 vom Berufsverband der deutschen Markt- und Sozialforscher (BVM/VMÖ) (1. Platz)Wissenschaftspreis des Markenverbandes e.V. (2. Platz).

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