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Nonverbale Einstellungsmessung

Nonverbale Einstellungsmessung

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834961921
Condition
New
Product Description

Im Rahmen der Markenstrkemessung wird vielfach die Einbeziehung von Bildern gefordert, denn Markenimage und Einstellung zur Marke die wichtigsten Treiber der Markenstrke werden groteils bildlich im Gedchtnis abgespeichert. Diese Gedchtnisbilder verbal wiederzugeben ist fr Konsumenten schwierig. Sandra Schlegl stellt daher die nonverbale Image- und Einstellungsmessung als alternative Methode zur Messung der emotionalen Einstellungskomponente vor. Die empirischen Ergebnisse zeigen, dass der zustzliche Einsatz der nonverbalen Einstellungsmessung zu einer signifikanten Verbesserung der Erklrungsfhigkeit der bedeutsamen Marketingvariablen Markenprferenz, Weiterempfehlungsbereitschaft und Kaufwahrscheinlichkeit fhrt.

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