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Medienbezogene Effekte von Product Placement

Medienbezogene Effekte von Product Placement

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658068479
Condition
New
Product Description

Das Kommunikationsinstrument Product Placement bietet fr Produzenten und Unternehmen gute Mglichkeiten, sich marktbezogenen, technischen und konsumentenbezogenen Vernderungen anzupassen und gewinnt daher zunehmend an Bedeutung. Auf Basis einer umfassenden theoretischen und empirischen Analyse untersucht Peggy Rathmann, welche Wirkungen Product Placement auf medienbezogene Erfolgsgren hat und welche Faktoren diese Wirkeffekte beeinflussen. Unter Nutzung von verhaltenswissenschaftlichen Theorien erarbeitet die Autorin einen theoretisch-konzeptionellen Bezugsrahmen. Zur berprfung des Untersuchungsmodells zieht sie ein experimentelles Vorgehen heran.

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