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Brand Content und Brand Image

Brand Content und Brand Image

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658357108
Condition
New
Product Description

In diesem Open-Access-Buch schlgt Matthias Albisser eine Konzeptualisierung von Brand Content als Botschaften der Unternehmenskommunikation vor, die gleichberechtigt eine Unternehmensperspektive (Imageaufbau) und eine Userperspektive (Mehrwert fr User) einnehmen. Anhand einer experimentellen Umfrage wird der Einfluss von informativem (Tipps und Tricks) und unterhaltendem (Memes) Brand Content auf das funktionale und das emotionale Markenimage analysiert.

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