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Imagetransfers in der personalisierten Organisationskommunikation
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In diesem Buch werden Imagetransfers in der personalisierten Organisationskommunikation untersucht. Dabei wird das duale Imagetransfermodell entwickelt, das affektive und kognitive, explizite und implizite sowie kontrollierte und automatische Imagetransfers erfasst, und anschlieend in drei Experimentalstudien berprft. Aus den theoretischen und empirischen Ertrgen der Arbeit werden Handlungsempfehlungen fr das organisationale Kommunikationsmanagement abgeleitet. Der Autor Jens Hagelstein ist wissenschaftlicher Mitarbeiter am Institut fr Kommunikations- und Medienwissenschaft der Universitt Leipzig. Seine Forschungsschwerpunkte umfassen strategische Kommunikation, Public Relations und Werbekommunikation.
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