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Markenadäquate Gestaltung Von Live Communication-Instrumenten: Untersuchung Der Wahrnehmung Und Wirkung Von Messeständen
Paperback
Series: Innovatives Markenmanagement, Book 49
ISBN13: 9783658048105
Publisher: Springer Nature
Published: May 22 2014
Pages: 388
Weight: 1.10
Height: 0.86 Width: 5.83 Depth: 8.27
Language: German
Markenaufbau zur Wettbewerbsdifferenzierung hat in den letzten Jahren auch in BtoB-Märkten an Bedeutung gewonnen. Ein besonderer Stellenwert hierfür kommt den Instrumenten der Live Communication zu. Vor dem Hintergrund des identitätsbasierten Markenmanagements untersucht Beatrice Ermer die markenadäquate visuelle Gestaltung von Messeauftritten. Sie zeigt, welche Elemente der Messestandgestaltung besonders aufmerksamkeitsstark sind, welche Besonderheiten das Blickverhalten kennzeichnen und dass sich durch die markenadäquate Gestaltung eines Messeauftritts die Wahrnehmung von Markeneigenschaften beeinflussen lässt.
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