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Digitale Produkte als Markenbotschafter

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  • van de Sand, Felix

Abstract

Jedes digitale Produkt löst mittels seiner Gestaltung bewusste und unbe-wusste Assoziationen aus. Die UXi-Methode nutzt Erkenntnisse aus den Neurowissenschaften und der Verhaltensökonomie, um die Wahrnehmung der Marke und der digitalen Produkte eines Unternehmens deckungsgleich zu gestalten und so die Erfolgschancen der digitalen Produkte zu erhöhen.

Suggested Citation

  • van de Sand, Felix, 2017. "Digitale Produkte als Markenbotschafter," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(5), pages 58-66.
    • Handle: RePEc:zbw:hsgmrs:275940
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