Copied Markenadquate Gestaltung von Live Communication-Instrumenten
Markenadquate Gestaltung von Live Communication-Instrumenten
Markenaufbau zur Wettbewerbsdifferenzierung hat in den letzten Jahren auch in BtoB-Mrkten an Bedeutung gewonnen. Ein besonderer Stellenwert hierfr kommt den Instrumenten der Live Communication zu. Vor dem Hintergrund des identittsbasierten Markenmanagements untersucht Beatrice Ermer die markenadquate visuelle Gestaltung von Messeauftritten. Sie zeigt, welche Elemente der Messestandgestaltung besonders aufmerksamkeitsstark sind, welche Besonderheiten das Blickverhalten kennzeichnen und dass die markenadquate Gestaltung eines Messeauftritts die Wahrnehmung bestimmter Markeneigenschaften beeinflusst.
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