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Marke Mensch

Marke Mensch

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Springer Nature
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9783663080770
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Product Description

Der Wettbewerb im deutschen Fernsehmarkt ist in den vergangenen Jahren stark angestiegen. Die Folge dieser Entwicklung ist eine schier unberschaubare Vielfalt an TV-Angeboten, die vom Zuschauer zunehmend als austauschbar wahrgenommen werden. Um sich in diesem schwierigen marktlichen Umfeld profilieren zu knnen, setzen Fernsehsender bei der Besetzung von TV-Formaten auf den Einsatz von Stars. Sven Henkel und Frank Huber klren, ob TV-Personen als Marken aufgebaut werden knnen und wie die Loyalitt des Zuschauers gegenber einem Prominenten gewhrleistet werden kann. Eine besondere Rolle spielt hierbei die Art sowie die Intensitt der Pseudointeraktion zwischen der TV-Person und dem Zuschauer. Als weitere Determinanten der Loyalittsentstehung und -festigung erweisen sich die wahrgenommene hnlichkeit zwischen Zuschauer und TV-Person sowie die wahrgenommene Beziehungsqualitt und das Vertrauen. Die Ermittlung der Einflsse dieser Determinanten wird durch eine Befragung von 500 TV-Sehern an der Realitt berprft. Die Auswertung der Angaben der Fernsehzuschauer erfolgt mit den neusten Verfahren der Kausalanalyse. "Die Autoren leisten einen klaren und wichtigen Erkenntnisbeitrag zur marketingtheoretischen Analyse von Rezipient-Star-Beziehungen." (Prof. Dr. Andreas Herrmann, Universitt St. Gallen) "Eine gelungene Verbindung von Theorie und Praxis!" (Frank Meyrahn, CEO 2hm & Associates GmbH, Mainz).

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