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Messung innerer Markenbilder

  • Jörn RedlerEmail author
  • Gabi Jeck-Schlottmann
  • Seon-Su Kim
Chapter
Part of the Springer Reference Wirtschaft book series (SRW)

Zusammenfassung

Innere Bilder (Imagery) sind mehrdimensionale und multimodale Repräsentationen, die aufgrund ihrer hohen Verhaltenswirksamkeit die Stärke und Qualität von Markenwerten prägen. Für die Markensteuerung stellt sich daher die Frage nach ihrer Messung. In diesem Beitrag werden Eigenschaften und Bedeutung von inneren Bildern dargelegt und sodann Möglichkeiten zur Messung der diversen Aspekte von Imagery aus mehreren Perspektiven vorgestellt und eingeordnet. Es zeigt sich, dass die Zugänge vielfältig sind, in weiten Teilen anspruchsvolle Umsetzungen erfordern und am besten, abhängig vom Untersuchungsfokus, sinnvoll kombiniert angewendet werden sollten.

Schlüsselwörter

Imagery Gedächtnisbild Markenvorstellungen Brand Mental representation 

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Copyright information

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

Authors and Affiliations

  • Jörn Redler
    • 1
    Email author
  • Gabi Jeck-Schlottmann
    • 2
  • Seon-Su Kim
    • 3
  1. 1.Marketing, Hochschule für angewandte Wissenschaften MainzMainzDeutschland
  2. 2.Duale Hochschule Baden-Württemberg MosbachMosbachDeutschland
  3. 3.Campus Bad MergentheimDuale Hochschule Baden-Württemberg MosbachBad MergentheimDeutschland

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