Advertisement

Marketing-Ästhetik für Marken

  • Bernd SchmittEmail author
  • Alexander Simonson
Chapter
Part of the Springer Reference Wirtschaft book series (SRW)

Zusammenfassung

Dieser Beitrag präsentiert „Marketing-Ästhetik“ als ein neues Paradigma, das weniger auf Funktionalität und traditionelle Markenbegriffe (z. B. Markenimage und Assoziationen und Markenbekanntheit) als auf die sensorische Erlebnisse zur Differenzierung von Marken fokussiert. Das Konzept eines Stils wird als zentraler Markenbegriff eingeführt und seine Dimensionen dargestellt sowie wichtige strategische Themen im Rahmen der Marken-Ästhetik besprochen.

Schlüsselwörter

Ästhetik Marke Erlebnis Experience Sensorisches Marketing 

Literatur

  1. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.Google Scholar
  2. Aaker, D. A. (1996). Building strong brands. New York: The Free Press.Google Scholar
  3. Adelson, A. (1988). Unusual ads help a foreign vodka to the top. New York Times, 28(11), 1988.Google Scholar
  4. Boush, D. M., & Loken, B. (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 27(1), 16–28.CrossRefGoogle Scholar
  5. Erdelyi, M., & Kleinbard, J. (1978). Has Ebbinghaus decayed with time? The growth of recall (hypermnesia) over days. Journal of Experimental Psychology: Human Learning and Memory, 4(4), 261–275.Google Scholar
  6. Farquhar, P. H., Herr, P. M., & Fazio, R. H. (1989). Extending brand equity to new categories (Working Paper, Center für Produkt Research). Pittsburgh: Carnegie Mellon University.Google Scholar
  7. Frydman, K. (1990). Dick Costello of TBWA: The man behind the spirits industry’s most dazzling advertising. Market Watch, March.Google Scholar
  8. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140.CrossRefGoogle Scholar
  9. Kapferer, J.-N. (1993). Strategic brand management. London: Kogan Page.Google Scholar
  10. Katona, G. (1962). The powerful consumer. New York: McGraw-Hill.Google Scholar
  11. Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35–50.CrossRefGoogle Scholar
  12. Leclerc, F., Schmitt, B. H., & Dube, L. (1994). Foreign branding and its effect on product perceptions and attitudes. Journal of Marketing Research, 31(2), 263–270.CrossRefGoogle Scholar
  13. Maslow, A. (1970). Motivation and personality. New York: Harper & Row.Google Scholar
  14. McClelland, D. (1951). Personality. New York: Dryden Press.CrossRefGoogle Scholar
  15. Murray, A. H. (1951). Explorations in personality. New York: Oxford University Press.Google Scholar
  16. Parks, M. R., & Eggert, L. L. (1991). The role of social context in the dynamics of personal relationships. Advances in Personal Relationships, 2, 1–34.Google Scholar
  17. Pettis, C. (1995). TechnoBrands: How to create and use brand identity to market, advertise and sell technology products. New York: Amacom.Google Scholar
  18. Quick, R. (1995). Betty Crocker plans to mix ethic looks for her new face. Wall Street Journal, 01.09.1995, A1, A9.Google Scholar
  19. Schmitt, B. H., & Shultz, C. (1995). Situational effects on brand preferences for image products. Psychology and Marketing, 12(5), 433–446.CrossRefGoogle Scholar
  20. Schmitt, B., & Simonson, A. (1998). Marketing-Ästhetik: Strategisches Management von Marken, Identity und Image. München/Düsseldorf: Econ.Google Scholar
  21. Shapiro, M. (1953). Style. In A. L. Kroeber (Hrsg.), Anthropology today. Chicago: University of Chicago Press.Google Scholar
  22. Sheinin, D., & Schmitt, B. H. (1994). Extending brands with new product concepts: The role of category attribute congruity brand affect and brand breadth. Journal of Business Research, 31(4), 1–10.CrossRefGoogle Scholar
  23. Tauber, E. M. (1988). Brand leverage-strategy for growth in a cost-control world. Journal of Advertising Research, 16(4), 26–30.Google Scholar
  24. Wernerfelt, B. (1998). Umbrella branding as a signal of new product quality: An example of signalling by posting a bond. RAND Journal of Economics, 19(3), 458–466.CrossRefGoogle Scholar

Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2019

Authors and Affiliations

  1. 1.MarketingColumbia Business SchoolNew YorkVereinigte Staaten
  2. 2.simonson associates, inc.Englewood CliffsVereinigte Staaten

Personalised recommendations