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Motorische Markenhandlungen
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Der Aufbau starker Marken wird zunehmend schwieriger. Motorische Marken-handlungen stellen aus Praxisperspektive einen vielversprechenden und innovativen Zugang zum Markenaufbau dar, der in der Konsumentenforschung bisher nur unzureichend untersucht worden ist. Basierend auf gedchtnistheoretischen Anstzen analysiert der Autor, welchen Beitrag selbst ausgefhrte motorische Markenhandlungen zum Aufbau des Markenwissens leisten knnen. Der Autor gibt Hinweise zum Einsatz von Markenhandlung in der Praxis und geht auf Chancen und Risiken im Kontext des Markenaufbaus durch selbst ausgefhrte Handlungen ein.
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