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Ärger mit Marken: Markendisidentifikation untersucht am Beispiel der Deutschen Bahn, E.ON und Wiesenhof

Ärger mit Marken: Markendisidentifikation untersucht am Beispiel der Deutschen Bahn, E.ON und Wiesenhof

          
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About the Book

Marken erleichtern uns das Leben. Sie dienen als Entscheidungshilfe und Risikoreduzierung in einer Welt, die komplizierter und schneller wird. Zeit hingegen wird knapper und immer kostbarer. Marken haben somit einen kostbaren Wert für Menschen. Durch die Identifikation zeigt man starke Emotionen, wie Sympathie. Es geht soweit, dass Marken Persönlichkeits- bzw. Charaktereigenschaften zugeschrieben oder sie Partner in einer Beziehung werden. Stehen Marken nun für etwas was man selbst ablehnt, ist die Frage warum ist mir persönlich das wichtig? Die Frage nach dem "Warum" ist der Kern der qualitativen Forschung des hier vorliegenden Buches, die sog. "Laddering-Technik". In einer Vorstudie qualifizierten sich die Marken Deutsche Bahn, E.ON und Wiesenhof zur Untersuchung der Disidentifikation. Der Ärger mit Marken ist ein Alltagsphänomen, das in der Forschung kaum Betrachtung gefunden hat. Erste Ansätze soll das vorliegende Buch liefern.
About the Author: Martin Seidensticker, M.A. wurde 1985 in Leipzig geboren. Sein Studium in Media Management (B.A.) an der Hochschule RheinMain schloss er im Jahre 2010 ab. Anschließend absolvierte der Autor erfolgreich das Master-Studium der Unternehmenskommunikation / PR an der Universität Mainz im Jahre 2013. Bereits während des Studiums war der Autor für bekannte Markenunternehmen wie der Audi AG, der Deutschen Telekom AG oder der Neckermann AG tätig. Ausgezeichnet für seinen Lebenslauf erhielt der Autor ein Stipendium des Hessischen Ministeriums für Wissenschaft und Kunst und wurde "Young Professional" des Bundesverbands deutscher Pressesprecher e.V. Die Omnipräsenz von starken Marken motivierte ihn, sich der Thematik des vorliegenden Buches zu widmen.


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Product Details
  • ISBN-13: 9783954259083
  • Publisher: Disserta Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Markendisidentifikation untersucht am Beispiel der Deutschen Bahn, E.ON und Wiesenhof
  • Width: 148 mm
  • ISBN-10: 3954259087
  • Publisher Date: 07 Apr 2017
  • Height: 210 mm
  • No of Pages: 156
  • Spine Width: 8 mm
  • Weight: 195 gr


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Ärger mit Marken: Markendisidentifikation untersucht am Beispiel der Deutschen Bahn, E.ON und Wiesenhof
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