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Marke und Markenwirkung: Zwischen Symbol und Ersatzbefriedigung: Ein sozialpsychologischer Zugang

Marke und Markenwirkung: Zwischen Symbol und Ersatzbefriedigung: Ein sozialpsychologischer Zugang

          
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About the Book

Inhaltsangabe: Problemstellung: Ziel der Arbeit ist die Darstellung einer psychologischen Theorie, mit deren Hilfe „Wesen" und „Wirkung" des Phänomens „Marke" konsistent beschrieben werden können. Diese Fragestellung wird für den in der Arbeit durchgeführten Literaturvergleich in zwei Leitfragen konkretisiert: - Was ist die Marke? Hier geht es um die Klassifikation bzw. um die systematische Beschreibung der Entität „Marke" in der jeweiligen Theorie. - Wie wirkt die Marke? Hier geht es um die Beschreibung und Begründung des psychologischen „Mechanismus", aus dem sich die psychologische Wirkung der Marke ergibt und dessen Wirksamkeit sich letztendlich in Konsumverhalten und damit in messbarer Ökonomie niederschlägt. Die Suche nach einer „konsistenten" Beschreibung bedeutet dabei den Anspruch, dass die Theorie einen logisch und begrifflich geschlossenen Ansatz darstellt, der in der Lage ist, die verschiedenen Facetten des Phänomens „Marke" systematisch zu integrieren, die sich auch aus weiteren Theoriezugängen ergeben. Gang der Untersuchung: In Kapitel II. werden zunächst die drei grundlegenden Begriffe „Marketing", „Marke" und „Werbung" anhand von marketing-wissenschaftlichen Lexika und Standardwerken definiert, um einen ersten Überblick über den Gegenstandsbereich zu bekommen. In den Kapiteln III. bis IX. werden dann verschiedene theoretische Ansätze vorgestellt, die jeweils einen speziellen Zugang zum Thema „Werbung, Marken und ihr Einfluss auf die Menschen" darstellen. Hierbei werden jeweils zunächst die zentralen Begriffe und Konzepte des entsprechenden Zugangs zusammengefasst, um danach im Abschnitt „Zusammenfassung und Kritik" den Bezug zu den Leitfragen und der Zielsetzung der Untersuchung herzustellen. Die Auswahl der theoretischen Ansätze erfolgt dabei vor allem nach dem Kriterium des „paradigmatischen Gehaltes", d.h. die Ansätze sollten möglichst verschiedene, eigenständige Zugangsweisen zum Thema repräsentieren: In Kapitel III. geht es zunächst u


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Product Details
  • ISBN-13: 9783838696584
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 181 gr
  • ISBN-10: 3838696581
  • Publisher Date: 25 Jun 2006
  • Height: 210 mm
  • No of Pages: 132
  • Series Title: German
  • Sub Title: Zwischen Symbol und Ersatzbefriedigung: Ein sozialpsychologischer Zugang
  • Width: 148 mm


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