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Der Einfluss unbekannter Werbegesichter auf die Wahrnehmung der Markenpersnlichkeit

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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783658133030
Condition
New
Product Description

Diese Arbeit beschftigt sich mit der Bildung von Persnlichkeitseindrcken von unbekannten Gesichtern und dem Einfluss von variierenden, als Testimonials eingesetzten Werbegesichtern auf die Wahrnehmung der Markenpersnlichkeit. Es zeigte sich, dass sowohl die Persnlichkeiten von Gesichtern als auch von Marken in einer generellen Evaluationsdimension (z.B. vertrauenswrdig, freundlich) und einer Strkedimension (z.B. dominant, kraftvoll) wahrgenommen werden. Zudem konnte gezeigt werden, dass die Wahrnehmung der Markenpersnlichkeit gezielt durch die Wahl unbekannter Werbegesichter beeinflussbar ist.

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