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Ein dynamischer Ansatz zur Kontrolle der Imagewirkung von Werbemaßnahmen

  • Schwaiger, Manfred
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    Der folgende Beitrag stellt einen Ansatz zur dynamischen Kontrolle von Imageveränderungen vor. Als Datenbasis dienen die zu verschiedenen Zeitpunkten erhobenen Ausprägungen zu ordinal skalierten Merkmalen, wie sie zur Erstellung von Eigenschaftsprofilen häufig vorliegen. Anstelle der Anfertigung semantischer Differentiale wird eine Kombination aus Faktorenanalyse und Multidimensionaler Skalierung (MDS) vorgeschlagen. Der entscheidende Vorteil dieser Vorgehensweise liegt darin, daß die Imagewirkung einer Werbekampagne nicht mehr absolut, sondern in Relation zu den Imageänderungen der wichtigsten Konkurrenten bewertet wird.

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    Paper provided by Universität Augsburg, Institut für Statistik und Mathematische Wirtschaftstheorie in its series Arbeitspapiere zur mathematischen Wirtschaftsforschung with number 141.

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    Date of creation: 1996
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    Handle: RePEc:zbw:augamw:141
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