Communicating high-tech products : a comparison between print advertisements of automotive premium and standard brands
Christian Vincenzo Baccarella (School of Business and Economics, Friedrich-Alexander-Universität Erlangen-Nürnberg, Nürnberg, Germany), Christian Willi Scheiner (Universität zu Lübeck, Lübeck, Germany), Timm Florian Trefzger and Kai-Ingo Voigt (School of Business and Economics, Friedrich-Alexander-Universität Erlangen-Nürnberg, Nürnberg, Germany)
| Year of publication: |
2016
|
|---|---|
| Authors: | Baccarella, Christian V. ; Scheiner, Christian Willi ; Trefzger, Timm Florian ; Voigt, Kai-Ingo |
| Published in: |
International journal of technology marketing : IJTMkt. - Olney, Bucks : Inderscience Enterprises, ISSN 1741-878X, ZDB-ID 2193394-7. - Vol. 11.2016, 1, p. 24-38
|
| Subject: | pemium brands | high-tech | content analysis | print advertisements | advertising | automotive industry | marketing communication | information cues | Kfz-Industrie | Automotive industry | Printwerbung | Print advertising | Hochtechnologie | High technology | Markenführung | Brand management | Werbung | Advertising | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | Druckindustrie | Printing industry | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011478607