IDEAS home Printed from https://ideas.repec.org/a/zbw/ismrjl/324678.html
   My bibliography  Save this article

Emonopol als Methode zur Analyse von Markenemotionen

Author

Listed:
  • Beyerhaus, Christiane
  • Goertz, Susanne

Abstract

Starke Marken wecken Emotionen und beeinflussen dadurch (Kauf-)Entscheidungen. Viele Markenartikler sind aus diesem Grunde daran interessiert, Markenemotionen zur Steuerung ihrer Marketing- und Kommunikationsmaßnahmen einzusetzen. Ziel des Studenten-Projektes war es daher, solchen Markenemotionen sowohl theoretisch mittels einer Kommunikationsanalyse als auch empirisch mittels Messen von emotionalen Facetten zu erklären. Das Modell EMONOPOL® geht auf einen Ansatz des Neuromarketings zurück. Untersucht wurden einerseits die Übereinstimmung der theoretischen und empirischen Erkenntnisse, der Einfluss der Markennutzung sowie andererseits zwei alternative Testmethoden zur Erforschung von Markenemotionen.

Suggested Citation

Handle: RePEc:zbw:ismrjl:324678
as

Download full text from publisher

File URL: https://www.econstor.eu/bitstream/10419/324678/1/RJ-1-2014-065.pdf
Download Restriction: no
---><---

More about this item

Statistics

Access and download statistics

Corrections

All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:ismrjl:324678. See general information about how to correct material in RePEc.

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

We have no bibliographic references for this item. You can help adding them by using this form .

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/ismdode.html .

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.