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Introduction -- Brand identity and brand image -- Brand associations -- Brand personality -- Brand authenticity … -- Perceived brand differentiation -- Attitudes toward the brand -- Experiential consumption with brands -- Consumers' emotions … toward the brand -- Attachment to the brand -- Consumer-brand relationships -- Brand equity -- Brand orientation -- Consumer …
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Introduction -- Brand identity and brand image -- Brand associations -- Brand personality -- Brand authenticity … -- Perceived brand differentiation -- Attitudes toward the brand -- Experiential consumption with brands -- Consumers' emotions … toward the brand -- Attachment to the brand -- Consumer-brand relationships -- Brand equity -- Brand orientation -- Consumer …
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Name, Logo, Claim, Farbe, Schrift, Bildwelt, Sound und Sprache sorgen für die Wiederkennung einer Marke im Markt. Aber gelten die Codes auch in der digitalen Welt? Wie gelingt es einer Marke, sich der medienspezifischen Ästhetik von Facebook, Instagram, Pinterest und Snapchat anzupassen? Was...
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