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Brand Content und Brand Image : Experimentelle Studie über Die Wirkung Von Brand Content Auf Imagedimensionen
| Brand Content und Brand Image : Experimentelle Studie über Die Wirkung Von Brand Content Auf Imagedimensionen |
| Autore | Albisser Matthias |
| Pubbl/distr/stampa | Wiesbaden, : Springer Fachmedien Wiesbaden GmbH, 2021 |
| Descrizione fisica | 1 online resource (307 p.) |
| Soggetto topico | Media studies |
| Soggetto non controllato |
Branding
Brand Content Content Marketing Brand Image Markenimage Digitale Markenkommunikation Open Access |
| ISBN | 3-658-35711-8 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Nota di contenuto |
Intro -- Vorwort und Danksagung -- Hinweis zum Gebrauch der Sprache -- Zusammenfassung -- Inhaltsverzeichnis -- Abkürzungsverzeichnis -- Abbildungsverzeichnis -- Tabellenverzeichnis -- 1 Einleitung -- 1.1 Problemstellung und Forschungsfrage -- 1.2 Forschungslücke und Beitrag der Arbeit -- 1.3 Aufbau und Vorgehen der Arbeit -- 2 Marke und Markenkommunikation -- 2.1 Ansätze und Denkschulen in Bezug auf Marke -- 2.2 Marke im Kontext der digitalen Kommunikation -- 2.2.1 Internet und soziale Medien -- 2.2.2 Zweiseitige Kommunikation in sozialen Medien -- 2.3 Grundlagen und Definition der Marke
2.3.1 Marke -- 2.3.2 Markenidentität -- 2.3.3 Markenimage -- 2.3.4 Markenpositionierung -- 2.3.5 Klassische Markenkommunikation -- 2.4 Markenkommunikation in einer digitalen Kommunikationslandschaft -- 2.4.1 Gedankliche Umorientierung -- 2.4.2 Inhaltliche Umorientierung -- 2.4.3 Content Marketing und Brand Content -- 2.4.4 Content-Strategie und Themenmanagement -- 2.5 Brand Content: Forschungsbedarf und Ausblick -- 3 Userperspektive auf Brand Content: Der Uses-and-Gratifications-Ansatz -- 3.1 Einordnung und Hintergrund -- 3.2 Grundannahmen -- 3.3 Einschränkung und Kritik 3.4 Gesuchte und erhaltene Gratifikationen -- 3.5 Erweiterung durch die sozial-kognitive Theorie -- 3.6 Allgemeine Gratifikationstypologien -- 3.7 Verwandte Ansätze -- 3.7.1 Advertising Value -- 3.7.2 Engagement -- 3.8 Gratifikationen in Bezug auf Markeninhalte und soziale Medien -- 3.8.1 Gratifikationen digitaler Markeninhalte -- 3.8.2 Gratifikationserwartungen an soziale Medien -- 3.9 Zwei zentrale Gratifikationen im Fokus -- 3.9.1 Information -- 3.9.2 Unterhaltung -- 3.10 Brand Content: Arbeitsdefinition -- 4 Informationsverarbeitung und Wirkung von Markenkommunikation 4.1 Kognitive und affektive Prozesse der Informationsverarbeitung -- 4.1.1 Historische Entwicklung -- 4.1.2 Elaboration-Likelihood-Modell -- 4.1.3 Einstellung gegenüber der Werbung: Dual-Mediation-Hypothese -- 4.1.4 Modell der Wirkungspfade -- 4.2 Priming-Effekte und Schema-Kongruenz -- 4.2.1 Priming -- 4.2.2 Schema-Kongruenz -- 5 Forschungsstand, Hypothesen und Forschungsmodell -- 5.1 Konzeptionelles Brand-Content-Brand-Image(BCBI)-Modell -- 5.2 Wirkung des Brand Contents auf das Markenimage -- 5.3 Wirkung des Kommunikationskanals -- 5.3.1 Gefallen des Kanals -- 5.3.2 Imageeffekte des Kanals 5.3.3 Kongruenzeffekte des Kanals -- 5.4 Wirkung des Brand Contents je nach Art der Marke -- 5.4.1 Effekte der Markenpositionierung -- 5.4.2 Effekte des Produktinvolvements -- 5.5 Demografische Moderationseffekte -- 5.6 Übersicht über die Hypothesen -- 6 Empirisches Vorgehen -- 6.1 Befragung mit experimentellem Design -- 6.2 Gütekriterien empirischer Forschung -- 6.3 Erfassung latenter Variablen -- 6.4 Strukturgleichungsmodell zur Überprüfung der Zusammenhänge -- 6.4.1 Messmodell und Strukturmodell -- 6.4.2 Kovarianz- versus varianzbasierte Modelle 6.4.3 Modellgüte von Strukturgleichungsmodellen |
| Record Nr. | UNINA-9910504284703321 |
Albisser Matthias
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| Wiesbaden, : Springer Fachmedien Wiesbaden GmbH, 2021 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Corporate espionage, geopolitics, and diplomacy issues in international business / / Bryan Christiansen and Fatmanur Kasarcı, editors
| Corporate espionage, geopolitics, and diplomacy issues in international business / / Bryan Christiansen and Fatmanur Kasarcı, editors |
| Pubbl/distr/stampa | Hershey, Pennsylvania : , : IGI Global, , 2017 |
| Descrizione fisica | PDFs (373 pages) : illustrations |
| Disciplina | 658.4/72 |
| Collana | Advances in Finance, Accounting, and Economics |
| Soggetto topico |
International business enterprises - Management
Business intelligence Geopolitics - Economic aspects International economic relations International trade |
| Soggetto non controllato |
Active pacifism
Branding Cybersecurity Disruptive technologies Entrepreneurship Intellectual capital |
| ISBN |
9781522510321
9781522510314 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Blurred lines between competitive intelligence and corporate espionage / Harish C. Chandan -- Abenomics and active pacifism: how Abe's age influenced the international business / Vittorio D'Aleo [and 5 others] -- Nationalism and patriotism in international business / Duane Windsor -- Cybersecurity concerns in international business / Joel F. Williquette -- How globalization sparked entrepreneurship in the developing world: the impact of formal economic and political linkages / Luis Alfonso Dau [and 3 others] -- The importance of entrepreneurship in global business / Kijpokin Kasemsap -- Problem solving using soft-math (SM) methodology / Allen McKenna, Georges Baume -- The secret to the success of K-pop: the benefits of well-balanced copyrights / Jimmyn Parc, Patrick Messerlin, Hwy-Chang Moon -- Competition for influence: the impact of the nuclear issue on international business in North Korea / Stephen Ranger -- Towards black box forensic cybercrime investigation model (BBFCIM): beyond the rule of thumb / Oyewole Simon Oginni -- Intellectual capital and business performance of pharmaceutical firms in Kenya / James Mark Ngari -- The geopolitics of immigrant labour: a climate of fear / Elizabeth Mary Christopher -- Sustainable supply chains and international soft landings: a case of wetland entrepreneurship / Ye-Sho Chen -- Are shocks to energy consumption per capita in Turkey permanent or temporary? / Yasar Serhat Yasgül, Burak Güris, Burcu Yavuz Tiftikçigil --
Competitiveness of Turkey in the sectoral transformation process: a comparative analysis with the BRIC countries / Sema Ay, Hilal Yildirir Keser -- Securitization and the economy of risks: decision-making in the Eurasian Union / Oxana Karnaukhova -- Characteristics and activities of the US Secret Service / Agnieszka Piekarz. |
| Record Nr. | UNINA-9910149369203321 |
| Hershey, Pennsylvania : , : IGI Global, , 2017 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Dead Fish Don't Swim Upstream : Real Life Lessons in Entrepreneurship
| Dead Fish Don't Swim Upstream : Real Life Lessons in Entrepreneurship |
| Autore | Silverberg Jay J |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | New York : , : Business Expert Press, , 2021 |
| Descrizione fisica | 1 online resource (228 pages) |
| Disciplina | 658.421 |
| Altri autori (Persone) | McLeanBruce E |
| Collana | Entrepreneurship and small business management collection |
| Soggetto topico |
Entrepreneurship
New business enterprises Success in business |
| Soggetto non controllato |
Business
Start-ups Minimum viable product Exit strategy Advisers Advisory board Deal making Entrepreneurs Sales Customers Boot strapping Funding Elastic ethics Investors Social responsibility Communications Partners Competitors Marketing International deals Domestic markets Assets Soft assets Data rooms Business plans Markets Value propositions Revenue models Branding Promotion Business ethics Entrepreneurship Business strategies Business advice Success Dealing with challenges Academic business gap Business stories that teach Business life lessons |
| ISBN | 1-63742-158-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Chapter 1. Great ideas become great businesses -- Chapter 2. Business planning, startup research, and feasibility -- Chapter 3. Launching a business like you really mean it -- Chapter 4. Resources and foundation building -- Chapter 5. Leadership, and how to be a great business leader -- Chapter 6. You need to learn to deal with all sorts of people -- Chapter 7. Money, investment, and partnerships -- Chapter 8. Marketing and market penetration strategies that actually work -- 1Chapter 9. Branding goes way beyond a pretty logo -- Chapter 10. Sales are your mainstays to survival and growth -- Chapter 11. Evolving your business: capitalizing on growth and change -- Chapter 12. Operating your business -- Chapter 13. Dealmaking in your favor -- Chapter 14. Communications, networking, and playacting -- Chapter 15. Business is a game best played to win -- Chapter 16. Creating value and net worth -- Chapter 17. Exit strategies: getting out with money in your jeans -- Chapter 18. We are only human: stories from the trenches. |
| Record Nr. | UNINA-9910795134503321 |
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Silverberg Jay J
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| New York : , : Business Expert Press, , 2021 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Dead Fish Don't Swim Upstream : Real Life Lessons in Entrepreneurship
| Dead Fish Don't Swim Upstream : Real Life Lessons in Entrepreneurship |
| Autore | Silverberg Jay J |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | New York : , : Business Expert Press, , 2021 |
| Descrizione fisica | 1 online resource (228 pages) |
| Disciplina | 658.421 |
| Altri autori (Persone) | McLeanBruce E |
| Collana | Entrepreneurship and small business management collection |
| Soggetto topico |
Entrepreneurship
New business enterprises Success in business |
| Soggetto non controllato |
Business
Start-ups Minimum viable product Exit strategy Advisers Advisory board Deal making Entrepreneurs Sales Customers Boot strapping Funding Elastic ethics Investors Social responsibility Communications Partners Competitors Marketing International deals Domestic markets Assets Soft assets Data rooms Business plans Markets Value propositions Revenue models Branding Promotion Business ethics Entrepreneurship Business strategies Business advice Success Dealing with challenges Academic business gap Business stories that teach Business life lessons |
| ISBN | 1-63742-158-3 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Chapter 1. Great ideas become great businesses -- Chapter 2. Business planning, startup research, and feasibility -- Chapter 3. Launching a business like you really mean it -- Chapter 4. Resources and foundation building -- Chapter 5. Leadership, and how to be a great business leader -- Chapter 6. You need to learn to deal with all sorts of people -- Chapter 7. Money, investment, and partnerships -- Chapter 8. Marketing and market penetration strategies that actually work -- 1Chapter 9. Branding goes way beyond a pretty logo -- Chapter 10. Sales are your mainstays to survival and growth -- Chapter 11. Evolving your business: capitalizing on growth and change -- Chapter 12. Operating your business -- Chapter 13. Dealmaking in your favor -- Chapter 14. Communications, networking, and playacting -- Chapter 15. Business is a game best played to win -- Chapter 16. Creating value and net worth -- Chapter 17. Exit strategies: getting out with money in your jeans -- Chapter 18. We are only human: stories from the trenches. |
| Record Nr. | UNINA-9910818592103321 |
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Silverberg Jay J
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| New York : , : Business Expert Press, , 2021 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Fostering brand community through social media / / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo
| Fostering brand community through social media / / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo |
| Autore | Humphrey William F. |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2016 |
| Descrizione fisica | [ix], 88 páginas : ilustraciones ; ; 23 cm |
| Disciplina | 658.827 |
| Soggetto topico |
Branding (Marketing)
Social media Online social networks in business |
| Soggetto genere / forma | Electronic books. |
| Soggetto non controllato |
Branding
brand community customer service Foursquare Snapchat social media |
| ISBN | 9781606499405 (paperback) |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. The online brand community -- 2. Brand characteristics -- 3. Relational characteristics in social media -- 4. Community characteristics -- 5. Virtually there -- 6. The nature of fandom and shared power in the social environment -- 7. Past, present, and future of digital brand communities -- Notes -- Bibliography -- Index. |
| Record Nr. | UNINA-9910465864703321 |
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Humphrey William F.
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| New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Fostering brand community through social media / / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo
| Fostering brand community through social media / / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo |
| Autore | Humphrey William F. |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2016 |
| Descrizione fisica | [ix], 88 páginas : ilustraciones ; ; 23 cm |
| Disciplina | 658.827 |
| Soggetto topico |
Branding (Marketing)
Social media Online social networks in business |
| Soggetto non controllato |
Branding
brand community customer service Foursquare Snapchat social media |
| ISBN | 1-60649-941-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. The online brand community -- 2. Brand characteristics -- 3. Relational characteristics in social media -- 4. Community characteristics -- 5. Virtually there -- 6. The nature of fandom and shared power in the social environment -- 7. Past, present, and future of digital brand communities -- Notes -- Bibliography -- Index. |
| Record Nr. | UNINA-9910798172203321 |
|
Humphrey William F.
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||
| New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Fostering brand community through social media / / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo
| Fostering brand community through social media / / William F. Humphrey, Jr., Debra A. Laverie, and Shannon B. Rinaldo |
| Autore | Humphrey William F. |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2016 |
| Descrizione fisica | [ix], 88 páginas : ilustraciones ; ; 23 cm |
| Disciplina | 658.827 |
| Soggetto topico |
Branding (Marketing)
Social media Online social networks in business |
| Soggetto non controllato |
Branding
brand community customer service Foursquare Snapchat social media |
| ISBN | 1-60649-941-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. The online brand community -- 2. Brand characteristics -- 3. Relational characteristics in social media -- 4. Community characteristics -- 5. Virtually there -- 6. The nature of fandom and shared power in the social environment -- 7. Past, present, and future of digital brand communities -- Notes -- Bibliography -- Index. |
| Record Nr. | UNINA-9910811173603321 |
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Humphrey William F.
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||
| New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Die Produktion der Konsumgesellschaft : Eine kulturökonomische Grundlegung der feinen Unterschiede / Ernst Mohr
| Die Produktion der Konsumgesellschaft : Eine kulturökonomische Grundlegung der feinen Unterschiede / Ernst Mohr |
| Autore | Mohr Ernst |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Bielefeld, : transcript Verlag, 2020 |
| Descrizione fisica | 1 online resource (370 p.) |
| Collana | Edition transcript |
| Soggetto topico | Konsum; Stil; Kultur; Kommunikation; Evolution; Marken; Postmoderne; Ökonomik; Mainstream; Gesellschaft; Industrie; Wirtschaft; Kultursoziologie; Kulturtheorie; Wirtschaftswissenschaft; Soziologie; Consumption; Style; Culture; Communication; Branding; Postmodernism; Economics; Society; Industry; Economy; Sociology of Culture; Cultural Theory; Sociology |
| Soggetto non controllato |
Branding
Communication Cultural Theory Culture Economics Economy Evolution Industry Mainstream Postmodernism Society Sociology of Culture Sociology Style |
| ISBN | 3-8394-4909-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Nota di contenuto | Frontmatter 1 Inhalt 7 Vorwort 13 Kapitel 1. Das Material 17 Kapitel 2. Der Stil 51 Kapitel 3. Nah- und Fernsicht 73 Einleitung 108 Kapitel 4. In der Sortierstation der Kultur 111 Kapitel 5. Soziales Wollen und kulturelles Können 145 Kapitel 6. Kulturelle Selektion 189 Kapitel 7. Soziale Evolution 209 Einleitung 236 Kapitel 8. Kulturelles Nebeneinander und stilistische Befruchtung 237 Kapitel 9. Identitätsindustrie 273 Kapitel 10. Wertschöpfung des Seins 295 Literaturverzeichnis 333 Abbildungs- und Tabellenverzeichnis 345 Stichwortverzeichnis 347 Namensverzeichnis 365 |
| Record Nr. | UNISA-996328034503316 |
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Mohr Ernst
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| Bielefeld, : transcript Verlag, 2020 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
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Die Produktion der Konsumgesellschaft : Eine kulturökonomische Grundlegung der feinen Unterschiede / Ernst Mohr
| Die Produktion der Konsumgesellschaft : Eine kulturökonomische Grundlegung der feinen Unterschiede / Ernst Mohr |
| Autore | Mohr Ernst |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Bielefeld, : transcript Verlag, 2020 |
| Descrizione fisica | 1 online resource (370 p.) |
| Collana | Edition transcript |
| Soggetto topico | Konsum; Stil; Kultur; Kommunikation; Evolution; Marken; Postmoderne; Ökonomik; Mainstream; Gesellschaft; Industrie; Wirtschaft; Kultursoziologie; Kulturtheorie; Wirtschaftswissenschaft; Soziologie; Consumption; Style; Culture; Communication; Branding; Postmodernism; Economics; Society; Industry; Economy; Sociology of Culture; Cultural Theory; Sociology |
| Soggetto non controllato |
Branding
Communication Cultural Theory Culture Economics Economy Evolution Industry Mainstream Postmodernism Society Sociology of Culture Sociology Style |
| ISBN | 3-8394-4909-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Nota di contenuto | Frontmatter 1 Inhalt 7 Vorwort 13 Kapitel 1. Das Material 17 Kapitel 2. Der Stil 51 Kapitel 3. Nah- und Fernsicht 73 Einleitung 108 Kapitel 4. In der Sortierstation der Kultur 111 Kapitel 5. Soziales Wollen und kulturelles Können 145 Kapitel 6. Kulturelle Selektion 189 Kapitel 7. Soziale Evolution 209 Einleitung 236 Kapitel 8. Kulturelles Nebeneinander und stilistische Befruchtung 237 Kapitel 9. Identitätsindustrie 273 Kapitel 10. Wertschöpfung des Seins 295 Literaturverzeichnis 333 Abbildungs- und Tabellenverzeichnis 345 Stichwortverzeichnis 347 Namensverzeichnis 365 |
| Record Nr. | UNINA-9910404120903321 |
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Mohr Ernst
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| Bielefeld, : transcript Verlag, 2020 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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