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Architektur als Instrument der Markenkommunikation

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Springer Nature
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N/A
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0
GTIN
9783658293987
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New
Product Description

ber die Architektur von Gebuden lassen sich Botschaften formulieren, die von Konsumenten implizit wahrgenommen und verstanden werden. Ihre Interpretation ist das Ergebnis eines Zusammenspiels aus kollektiv angelegten und individuell erlernten Verarbeitungsmustern. Diese ermglichen es, die Bedeutung gestalterischer Elemente zu entschlsseln. Die entstehenden Empfindungen und Assoziationen prgen jedoch nicht nur das Verhalten des Betrachters. Sie knnen sich darber hinaus auch auf seine Wahrnehmung von Marken bertragen, die ein Gebude zur Reprsentation nutzen. Moritz Hollmann zeigt auf, wie verschiedene Verarbeitungsmechanismen bei der Assoziationsbildung durch Architektur zusammenwirken. Dabei weist der Autor empirisch nach, dass sich dadurch das Markenimage beeinflussen lsst.

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