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Markenpsychologie: Wie Marken Wirken - Was Marken Stark Macht

Markenpsychologie: Wie Marken Wirken - Was Marken Stark Macht

          
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About the Book

Was macht Marken stark? Dies Frage ist fur die Markenfuhrung zentral. Um sie beantworten zu konnen, muss geklart werden, was eine Marke uberhaupt ist und wie Marken wirken. Im Rahmen der Consumer-Neuroscience-Forschung haben Markenwahl-Experimente mit funktioneller Magnetresonanztomografie zu uberraschenden Ergebnissen gefuhrt und gezeigt, dass die Wirkung der Marken noch immer im Dunkeln liegt. Die neuesten Erkenntnisse der psychologischen Markenforschung basieren auf neuropsychologischen und tiefenpsychologischen Ansatzen, die Gert Gutjahr in seinem Buch vorstellt. Sein Fazit: Starke Marken entstehen durch Brain Branding. Sie existieren als Brain Script im Gehirn, sind also an neuronale Prozesse gekoppelt. Die zweite Auflage berucksichtigt Erweiterungen der theoretischen Grundlagen und enthalt neue Case-Studies, die Anwendungen bei der psychologischen Markenfuhrung zeigen. Zudem wurde ein neues Kapitel Sound Marketing" erganzt. Nur eine transdisziplinare Betrachtung kann zum richtigen Markenverstandnis fuhren." Prof. Dr. Dieter Ahlert, Marketing Center Munster


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Product Details
  • ISBN-13: 9783658019259
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Edition: 2
  • Language: German
  • Returnable: N
  • Spine Width: 13 mm
  • Width: 170 mm
  • ISBN-10: 3658019255
  • Publisher Date: 08 Nov 2018
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 230
  • Series Title: German
  • Weight: 395 gr


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