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Die Psychologie der Markenwahrgebung: Von konkreten Erfahrungen zu abstrakten Urteilen

In: Die Kirche als Marke

Author

Listed:
  • Oliver Errichiello

Abstract

ZusammenfassungKirchliche Leitbildprozesse der letzten Jahrzehnte produzierten typischerweise abstrakte Begriffe wie „innovativ“ oder „sozial“, die jedoch interpretationsoffen und damit markensoziologisch wirkungslos bleiben. Das Problem liegt darin, dass solche Abstraktionen keine konkreten Vorstellungen in der Öffentlichkeit auslösen und jeder sie anders interpretiert. Die markensoziologische Lösung liegt im Wechsel von abstrakten Wertebekenntnissen zu konkreter Leistungskommunikation (z. B. „Kaffee nach dem Gottesdienst“ statt „Ort der Gemeinschaft“), da Menschen ihre Urteile aus sinnlich erfahrbaren Einzelerlebnissen bilden.

Suggested Citation

  • Oliver Errichiello, 2026. "Die Psychologie der Markenwahrgebung: Von konkreten Erfahrungen zu abstrakten Urteilen," Springer Books, in: Die Kirche als Marke, chapter 9, pages 99-103, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-50500-4_9
    DOI: 10.1007/978-3-658-50500-4_9
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