Nonverbale Einstellungsmessung: Nutzen für das verhaltenswissenschaftliche Markencontrolling (Werbe- und Markenforschung) (German Edition)

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Description

Sandra Schlegl stellt die nonverbale Image- und Einstellungsmessung als alternative Methode zur Messung der emotionalen Einstellungskomponente vor und zeigt, dass ihr Einsatz zu einer signifikanten Verbesserung der Erklärungsfähigkeit der Marketingvariablen Markenpräferenz, Weiterempfehlungsbereitschaft und Kaufwahrscheinlichkeit führt.

Product details

EAN/ISBN:: 9783834928436
Edition:: 2011
Medium:: Paperback
Number of pages:: 296
Publication date:: 2011-01-27
Publisher:: Gabler Verlag
Languages:: german

EAN/ISBN:: 9783834928436
Edition:: 2011
Medium:: Paperback
Number of pages:: 296
Publication date:: 2011-01-27
Publisher:: Gabler Verlag
Languages:: german

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