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"Costly Signals" als Basis einer nachhaltigkeitsorientierten Kommunikation von Luxusmarken: Was sind die Anforderungen an die Gestaltung einer authentischen Markendynamisierung?

"Costly Signals" als Basis einer nachhaltigkeitsorientierten Kommunikation von Luxusmarken: Was sind die Anforderungen an die Gestaltung einer authentischen Markendynamisierung?

          
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About the Book

Bachelorarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule München, Sprache: Deutsch, Abstract: In der vorliegenden Arbeit wird der Einsatz von "Costly Signals" im Kontext einer authentischen Markendynamisierung nachhaltigkeitsorientierter Luxusmarken untersucht. Mit Bezug zur evolutionspsychologischen Costly Signaling Theory werden generelle Handlungsempfehlungen im Rahmen einer integrierten Kommunikation abgeleitet. Zudem wird die Hypothese "Green as Costly Signal" auf Ihre Richtigkeit überprüft. Zu Beginn wurde aufgrund der Interdisziplinarität dieser Thematik eine Literaturrecherche auf den Gebieten der Evolutionsbiologie, der Psychologie sowie der identitätsbasierten Markenführung durchgeführt. Im Einzelnen wird das Konzept der Authentizität, eingebettet in den Ansatz der identitätsbasierten Markenführung und der Costly Signaling Theory, näher beleuchtet. Hin zu einer authentischen Markendynamisierung werden Strategien sowie spezifische Anforderungen im Kontext einer nachhaltigkeitsorientierten Luxusmarkenpositionierung erläutert. Im Anschluss werden relevante Konzepte des Costly Signaling, wie der kompetitive Altruismus und das Statussymbol, beschrieben. Schließlich werden Anforderungen an die Gestaltung der Luxusmarkenbotschaften sowie der Selektion der Kommunikationszielgruppe aufgezeigt. Um einen Einblick in das Web 2.0 mit seinen sozialen Netzwerken zu geben, wird eine empirische Analyse anhand traditioneller Luxusmarken in Facebook durchgeführt. Dabei werden Beiträge mit CSR-Bezug ausgewertet und erste Ergebnisse zur Effizienz von CSR-Signalen geliefert. Transparenz und Authentizität spielen eine essentielle Rolle, um langfristig ein positives Markenimage aufbauen zu können. In den letzten Jahren hat sich der Nachhaltigkeitsaspekt in der Gesellschaft zu einem neuen Leitbild entwickelt. Der damit verbundene Wertewandel stellt insbesondere Luxusmarken vor neue Herausforderungen, die Corporate Socia


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Product Details
  • ISBN-13: 9783668961654
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 122
  • Spine Width: 7 mm
  • Weight: 168 gr
  • ISBN-10: 3668961654
  • Publisher Date: 15 May 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Was sind die Anforderungen an die Gestaltung einer authentischen Markendynamisierung?
  • Width: 148 mm


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"Costly Signals" als Basis einer nachhaltigkeitsorientierten Kommunikation von Luxusmarken: Was sind die Anforderungen an die Gestaltung einer authentischen Markendynamisierung?
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