Bekanntheitsaufbau durch Markenslogans: Der moderierende Einfluss der Darbietungsmodalität auf die Erinnerung an reimende und nicht-reimende ... Konsum und Verhalten) (German Edition)

Konsumenten werden täglich mit Slogans konfrontiert: im TV, im Radio, in Online- und Printmedien. Slogans gelangen so über unterschiedliche Verarbeitungswege in das Gedächtnis der Konsumenten. Basierend auf einem psycholinguistischen Theoriefundament untersucht Philipp Brune den Einfluss der unterschiedlichen Darbietungsmodalitäten auf den Bekanntheitsaufbau durch reimende und nicht-reimende Markenslogans. Dabei zeigt der Autor, dass die Modalitä...

By Philipp Brune
Series: Forschungsgruppe Konsum und Verhalten
Paperback: 225 pages
Publisher: Springer Gabler; 1. Aufl. 2018 edition (June 22, 2018)
Language: German
ISBN-10: 3658227680
ISBN-13: 978-3658227685
Product Dimensions: 5.8 x 0.6 x 8.3 inches
Format: PDF ePub TXT book

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