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Branding im digitalen Zeitalter by Taskos, Nikolaos

Branding im digitalen Zeitalter

by Nikolaos Taskos
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Book cover type: Paperback
  • ISBN13: 9783330203952
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Verlag Unser Wissen
  • Publisher Imprint: Verlag Unser Wissen
  • Publication Date:
  • Pages: 92
  • Original Price: GBP 34.71
  • Language: German
  • Edition: N/A
  • Item Weight: 137 grams
  • BISAC Subject(s): Marketing / General

Es ist eine unbestrittene Tatsache, dass das Internet die Art und Weise, wie Vermarkter mit Kunden kommunizieren, stark beeinflusst hat. Digitales Branding ist eines der vielversprechendsten Marketingfelder und d�rfte in den kommenden Jahren der fruchtbarste Weg sein, um auf die Verbraucher zuzugehen. In der vorliegenden Studie werden die Merkmale untersucht, die eine elektronische Marke vertrauensw�rdig und zuverl�ssig machen. Es wird ermittelt, welche Online-Markenf�hrungstechniken wirksam sind und welche von den Online-Nutzern als aufdringlich empfunden werden. Sie konzentriert sich auf eine bestimmte Gruppe, die Millennials, und untersucht, was sie dazu bringt, einer elektronischen Marke gegen�ber loyal zu sein. Die Forschung basiert auf einer �berpr�fung der vorhandenen Literatur �ber digitale Marken, E-Branding-Strategien und -Tools sowie auf einer empirischen qualitativen Studie, die in Gro britannien durchgef�hrt wurde und aus Tiefeninterviews und einer netnographischen Untersuchung besteht. Die Ergebnisse zeigten, dass Loyalit�t in einem Online-Kontext erreicht werden kann und dass es bestimmte Merkmale gibt, die Nutzer als entscheidend f�r die Bindung an eine E-Marke ansehen. Der Autor ist der festen �berzeugung, dass die Online-Pr�senz als eigenst�ndiges Gesch�ft behandelt werden muss und von keiner Marke �bersehen oder unterbewertet werden sollte.

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