IDEAS home Printed from https://ideas.repec.org/p/zbw/nordwp/201103.html
   My bibliography  Save this paper

Differenzierung von Marken durch Neuromarketing am Beispiel der Tourismusbranche

Author

Listed:
  • Markgraf, Ingo
  • Scheffer, David

Abstract

Empirische Studien belegen, dass die differenzierende und emotionalisierende Wirkung starker Marken einen erheblichen Einfluss auf betriebswirtschaftliche Unternehmens-Kennzahlen wie auch psychologische Effekte auf Kunden- und Mitarbeiterseite hat. Trotz des hohen Potenzials von Marken sind diese jedoch in vielen Branchen noch relativ schwach und undifferenziert. Am Beispiel der Tourismusbranche wird aufgezeigt, wie mit Hilfe von Methoden des Neuromarketings das differenzierende und emotionalisierende Potenzial von Marken gemessen und optimiert werden kann. Erste Wirkungs-Tests belegen die Effektstärke dieser Maßnahmen.

Suggested Citation

  • Markgraf, Ingo & Scheffer, David, 2011. "Differenzierung von Marken durch Neuromarketing am Beispiel der Tourismusbranche," Arbeitspapiere der Nordakademie 2011-03, Nordakademie - Hochschule der Wirtschaft.
    • Handle: RePEc:zbw:nordwp:201103
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/48571/1/658143514.pdf
    Download Restriction: no
    ---><---

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    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:nordwp:201103. 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/nordade.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.