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Die Reaktivierung von inneren Markenbildern am Point-of-Sale

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Product Details

Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783658252038
Condition
New
Product Description

Jennifer Helfgen analysiert mit Hilfe von vier experimentellen Studien den zugrundeliegenden psychologischen Wirkmechanismus von Instore-Displays, die Schlsselmotive aus TV-Kampagnen aufgreifen. Dabei wird zwischen weniger bekannten und bekannten Marken unterschieden. Die Arbeit liefert einen Beitrag zu den drei Forschungsbereichen Shopper Marketing, Integrierte Kommunikation und Imagery-Forschung und die Autorin zeigt auf, wie die Wirkung von Instore-Displays erhht werden kann, ohne dass diese mit einer Preisreduktion und den damit verbundenen Risiken einhergehen mssen.

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