Logo Oapen
  • Search
  • Join
    • Deposit
    • For Librarians
    • For Publishers
    • For Researchers
    • Funders
    • Resources
    • OAPEN
    • For Librarians
    • For Publishers
    • For Researchers
    • Funders
    • Resources
    • OAPEN
    View Item 
    •   OAPEN Home
    • View Item
    •   OAPEN Home
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Brand Content und Brand Image

    Experimentelle Studie über die Wirkung von Brand Content auf Imagedimensionen

    Thumbnail
    Download PDF Viewer
    Web Shop
    Author(s)
    Albisser, Matthias
    Collection
    Swiss National Science Foundation (SNF)
    Language
    German
    Show full item record
    Abstract
    In diesem Open-Access-Buch schlägt Matthias Albisser eine Konzeptualisierung von Brand Content als Botschaften der Unternehmenskommunikation vor, die gleichberechtigt eine Unternehmensperspektive (Imageaufbau) und eine Userperspektive (Mehrwert für User) einnehmen. Anhand einer experimentellen Umfrage wird der Einfluss von informativem (Tipps und Tricks) und unterhaltendem (Memes) Brand Content auf das funktionale und das emotionale Markenimage analysiert.
    URI
    https://library.oapen.org/handle/20.500.12657/51488
    Keywords
    Branding; Brand Content; Content Marketing; Brand Image; Markenimage; Digitale Markenkommunikation; Open Access
    DOI
    10.1007/978-3-658-35711-5
    ISBN
    9783658357115, 9783658357115
    Publisher
    Springer Nature
    Publisher website
    https://www.springernature.com/gp/products/books
    Publication date and place
    2022
    Grantor
    • Schweizerischer Nationalfonds zur Förderung der Wissenschaftlichen Forschung - [grantnumber unknown]
    Imprint
    Springer Fachmedien Wiesbaden
    Classification
    Media studies
    Pages
    291
    Rights
    https://creativecommons.org/licenses/by/4.0/
    • Imported or submitted locally

    Browse

    All of OAPENSubjectsPublishersLanguagesCollections

    My Account

    LoginRegister

    Export

    Repository metadata
    Logo Oapen
    • For Librarians
    • For Publishers
    • For Researchers
    • Funders
    • Resources
    • OAPEN

    Newsletter

    • Subscribe to our newsletter
    • view our news archive

    Follow us on

    License

    • If not noted otherwise all contents are available under Attribution 4.0 International (CC BY 4.0)

    Credits

    • logo EU
    • This project received funding from the European Union's Horizon 2020 research and innovation programme under grant agreement No 683680, 810640, 871069 and 964352.

    OAPEN is based in the Netherlands, with its registered office in the National Library in The Hague.

    Director: Niels Stern

    Address:
    OAPEN Foundation
    Prins Willem-Alexanderhof 5
    2595 BE The Hague
    Postal address:
    OAPEN Foundation
    P.O. Box 90407
    2509 LK The Hague

    Websites:
    OAPEN Home: www.oapen.org
    OAPEN Library: library.oapen.org
    DOAB: www.doabooks.org

     

     

    Export search results

    The export option will allow you to export the current search results of the entered query to a file. Differen formats are available for download. To export the items, click on the button corresponding with the preferred download format.

    A logged-in user can export up to 15000 items. If you're not logged in, you can export no more than 500 items.

    To select a subset of the search results, click "Selective Export" button and make a selection of the items you want to export. The amount of items that can be exported at once is similarly restricted as the full export.

    After making a selection, click one of the export format buttons. The amount of items that will be exported is indicated in the bubble next to export format.