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Corporate Advertising
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Benedikt Spangardt fasst zusammen, was unter Corporate Advertising bisher in Wissenschaft und Praxis verstanden wird, erkundet das Forschungsfeld und ordnet die Begriffsvielfalt sowie den Forschungsstand. Er modelliert, wie Corporate Advertising verarbeitet wird und wie es auf zentrale Zielgren der Public Relations wie Glaubwrdigkeit und Vertrauen wirken kann. Anhand dreier Studien analysiert er unter anderem, dass Corporate Advertising durchaus das Potenzial hat, diese und weitere Zielgren zu beeinflussen.
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