Copied Vergleichende Werbung fr die Positionierung neuer Marken
Vergleichende Werbung fr die Positionierung neuer Marken
Anhand einer Strukturgleichungsanalyse zeigt der Autor auf, wie vergleichende Werbung durch die Rezipienten verarbeitet wird und in welchen Fllen Vorteile durch den Einsatz zu erwarten sind. Dabei untersucht er die Wirkung auf die Konsumenten in drei verschiedenen Produktkategorien und fr Werbevergleiche unterschiedlicher Intensitt. Hierbei werden Konsumgter nach den Merkmalen Nutzungsdauer (Ver- und Gebrauchsgter) sowie Art des Produktnutzens (hedonistisch bzw. funktional) betrachtet.
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