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Der Einfluss Unbekannter Werbegesichter Auf Die Wahrnehmung Der Markenpersönlichkeit
Paperback
ISBN13: 9783658133023
Publisher: Springer Gabler
Published: Apr 13 2016
Pages: 206
Weight: 0.67
Height: 0.52 Width: 5.83 Depth: 8.27
Language: German
Diese Arbeit beschäftigt sich mit der Bildung von Persönlichkeitseindrücken von unbekannten Gesichtern und dem Einfluss von variierenden, als Testimonials eingesetzten Werbegesichtern auf die Wahrnehmung der Markenpersönlichkeit. Es zeigte sich, dass sowohl die Persönlichkeiten von Gesichtern als auch von Marken in einer generellen Evaluationsdimension (z.B. vertrauenswürdig, freundlich) und einer Stärkedimension (z.B. dominant, kraftvoll) wahrgenommen werden. Zudem konnte gezeigt werden, dass die Wahrnehmung der Markenpersönlichkeit gezielt durch die Wahl unbekannter Werbegesichter beeinflussbar ist.
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