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Nostalgisches Storytelling als Marketing-Tool und die Auswirkungen nostalgisch-narrativer Werbebotschaften

Nostalgisches Storytelling als Marketing-Tool und die Auswirkungen nostalgisch-narrativer Werbebotschaften

          
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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich Psychologie - Medienpsychologie, Universität Koblenz-Landau, Sprache: Deutsch, Abstract: Angesichts des Storytellings und der Nostalgie als zwei besonders wirksame Marketing-Tools, beschäftigt sich diese Arbeit mit der Frage ob das Konstrukt der Nostalgie Einfluss auf das Ausmaß der narrativen Transportation der Rezipierenden hat. Zusätzlich stellt sich die Frage nach der Auswirkung von nostalgisch-narrativen Werbebotschaften auf die Einstellung der Rezipierenden gegenüber der Marke. Diese Arbeit liefert einen kurzen Einblick in die bisherige Forschung der beiden Themen und versucht Storytelling und Nostalgie miteinander zu vereinen. Daraus resultieren folgende zentrale Hypothesen: Die nostalgische narrative Werbebotschaft führt zu einem höheren Ausmaß der Transportation als die nicht-nostalgische narrative Werbebotschaft; und: Die nostalgische-narrative Werbebotschaft führt zu einer positiveren Einstellung gegenüber der Marke als die nicht-nostalgische Werbebotschaft. Eine mögliche Vorgehensweise zur Überprüfung dieser Hypothesen wird dargelegt und später ausführlich diskutiert.


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Product Details
  • ISBN-13: 9783668630956
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 54 gr
  • ISBN-10: 366863095X
  • Publisher Date: 13 Feb 2018
  • Height: 254 mm
  • No of Pages: 20
  • Spine Width: 1 mm
  • Width: 178 mm


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