£45.46

Springer Die Reaktivierung von inneren Markenbildern am Point-of-Sale: Eine Untersuchung des Zusammenspiels von Out-of-Store-Werbung und Instore-Displays (Forschungsgruppe Konsum und Verhalten)

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Description

Jennifer Helfgen analysiert mit Hilfe von vier experimentellen Studien den zugrundeliegenden psychologischen Wirkmechanismus von Instore-Displays, die Schlüsselmotive aus TV-Kampagnen aufgreifen. Dabei wird zwischen weniger bekannten und bekannten Marken unterschieden. Die Arbeit liefert einen Beitrag zu den drei Forschungsbereichen Shopper Marketing, Integrierte Kommunikation und Imagery-Forschung und die Autorin zeigt auf, wie die Wirkung von Instore-Displays erhöht werden kann, ohne dass diese mit einer Preisreduktion und den damit verbundenen Risiken einhergehen müssen.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
29 January 2019
Listed Since
24 December 2018

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