Zusammenfassung
Die grundlegenden, in allen experimentellen Studien erfaßten Werbewirkungsindikatoren, sind der affektive Markeneindruck, die Werbemitteleinstellung und -wahrnehmung, die Markeneinstellung und Markenwahrnehmung sowie die Kaufintention, deren Operationalisierungen nachfolgend dargestellt werden. Daneben wurden zur Kontrolle anderer Einflußfaktoren u. a. die Produktvertrautheit, die Produktverwendung, das Produktinteresse, die Musikpräferenzen und die Musikwichtigkeit erhoben. Da diese Variablen keinen Einfluß auf die später beschriebenen Ergebnisse erkennen ließen, wird hier auf die Darstellung ihrer Operationalisierungen verzichtet. Untersuchungsspezifische Messungen von Werbewirkungsindikatoren werden in den Beschreibungen der entsprechenden Studien dargestellt.
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Tauchnitz, J. (1990). Empirische Prüfung der Hypothesen. In: Werbung mit Musik. Konsum und Verhalten, vol 24. Physica, Heidelberg. https://doi.org/10.1007/978-3-642-52388-5_6
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