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Bekanntheitsaufbau durch Markenslogans
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Konsumenten werden tglich mit Slogans konfrontiert: im TV, im Radio, in Online- und Printmedien. Slogans gelangen so ber unterschiedliche Verarbeitungswege in das Gedchtnis der Konsumenten. Basierend auf einem psycholinguistischen Theoriefundament untersucht Philipp Brune den Einfluss der unterschiedlichen Darbietungsmodalitten auf den Bekanntheitsaufbau durch reimende und nicht-reimende Markenslogans. Dabei zeigt der Autor, dass die Modalitt der Darbietung die Erinnerung an reimende und nicht-reimende Slogans in zentralem Mae moderiert. Auf Basis der Ergebnisse werden Implikationen fr den Einsatz von Markenslogans in der Praxis abgeleitet.
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