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Musik Merchandising aus Konsumentenperspektive

Musik Merchandising aus Konsumentenperspektive

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834986931
Condition
New
Product Description

Nach dem Wegbrechen des traditionellen Geschftsmodells sucht die Musikindustrie vermehrt alternative Erlsquellen, um Konsumenten an Musikangebote zu binden. Kati Korn identifiziert Faktoren, die den Kauf und die Verwendung von Musik Merchandise aus Sicht des Musikkonsumenten determinieren und bringt diese in einen theoretischen Zusammenhang. Das resultierende Verhaltensmodell berprft sie im Rahmen einer breit angelegten empirischen Untersuchung mit Musikkonsumenten aus dem deutschsprachigen Raum. Sie legt offen, was den Musikkonsumenten im Zusammenhang mit Merchandise antreibt und liefert umfangreiche Ausgestaltungs- und Optimierungshinweise fr das Management von Musik Merchandise.

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