Brand Content und Brand Image : Experimentelle Studie über die Wirkung von Brand Content auf Imagedimensionen

Brand Content und Brand Image : Experimentelle Studie über die Wirkung von Brand Content auf Imagedimensionen

1st Aufl 2022nd edition

Paperback (26 Oct 2021) | German

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Publisher's Synopsis

In diesem Open-Access-Buch schlägt Matthias Albisser eine Konzeptualisierung von Brand Content als Botschaften der Unternehmenskommunikation vor, die gleichberechtigt eine Unternehmensperspektive (Imageaufbau) und eine Userperspektive (Mehrwert für User) einnehmen. Anhand einer experimentellen Umfrage wird der Einfluss von informativem (Tipps und Tricks) und unterhaltendem (Memes) Brand Content auf das funktionale und das emotionale Markenimage analysiert.


Book information

ISBN: 9783658357108
Publisher: SNF (Schweizerischer Nationalfonds)
Imprint: Springer VS
Pub date:
Edition: 1st Aufl 2022nd edition
Language: German
Number of pages: 291
Weight: 422g
Height: 210mm
Width: 148mm
Spine width: 18mm

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