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Digitales Markenmanagement
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Product Details
Digitale Verkaufskanle wie Online-, Mobile- und Voice-Shopping stellen Marken vor besondere Herausforderungen. Ingo Halbauer trgt mit seiner Arbeit dazu bei, die Bedeutung, die Marken in diesen Kanlen einnehmen besser zu verstehen. Um dies zu erreichen, wird zunchst die unterschiedliche Wirkung von Marken beim Online- und Voice-Shopping untersucht. Anschlieend erfolgt die nhere Betrachtung von Kundenstimmung im Kontext des Voice-Shoppings. Schlielich wird das Kaufverhalten von Handels- und Herstellermarken beim Online- und Mobile-Shopping anhand eines Feld-Datensatzes analysiert.
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