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Image-Design

Image-Design

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783824471409
Condition
New
Product Description

Die konomische Bedeutung des Konstrukts Image fr Marketing und Konsumentenverhalten ist heute unbestritten. Doch die Ungenauigkeit des Begriffes und die Schwierigkeit seiner Operationalisierung haben dazu gefhrt, dass sich die Wissenschaft bislang zwar intensiv mit der Imagemessung, nicht aber mit den theoretischen Grundlagen der Imagebildung auseinander gesetzt hat. Maria Neumaier entwickelt ein Modell, das den Prozess der Imagebildung aus psychologischer und neurologischer Sicht systematisch beschreibt. Die Autorin erklrt anhand dieses Ansatzes nicht nur die Imageentwicklung, sondern leitet aus den gewonnenen Erkenntnissen konkrete Hinweise zur ganzheitlichen Imagegestaltung ab. Die Anwendbarkeit des Ansatzes wurde im Rahmen einer Feldforschung empirisch berprft.

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