Neuromarketing. Effizienteres Marketing durch Emotional Branding?

Name: Neuromarketing. Effizienteres Marketing durch Emotional Branding?
Brand: Atlantic Books
SKU: 9783668080577
Price: 3319.0 INR
Availability: InStock

by Konstantin Weisheit

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ISBN13: 9783668080577
Binding: Paperback
Subject: N/A
Publisher: Grin Verlag
Publisher Imprint: Grin Verlag
Publication Date: November 25, 2015
Pages: 60
Original Price: USD 39.5
Language: German
Edition: N/A
Item Weight: 91 grams
BISAC Subject(s): Industrial & Organizational Psychology

About The Book

Bachelorarbeit aus dem Jahr 2015 im Fachbereich Psychologie - Arbeit, Betrieb, Organisation, Note: 1.0, European Management School (EMS), Sprache: Deutsch, Abstract: Der Hauptteil dieser Arbeit widmet sich den allgemeinen Teilgebieten, den Aufgaben des Neuromarketing, und dem Verbund mit der Konsumentenpsychologie. Es wird erläutert, wie Markenführung und das Emotional Branding funktioniert und wie sich das Markenmanagement über die Zeit verändert hat. Nachdem die relevantesten Informationen um das Thema aufgezeigt wurden, folgt eine Vertiefung in das Thema durch verschiedene Emotionstheorien und Messverfahren. Dieser Teil der Arbeit beschäftigt sich zusätzlich mit praktisch anwendbaren Modellen und Beispielen von erfolgreich emotionalisierten Marken. Der zweite, empirische Teil dieser Arbeit ist eine Befragung von Personen. Durch einen persönlich erstellten Fragebogen werden verschiedene Daten zum Thema Neuromarketing (Emotional Branding) ermittelt. Es folgt ein Fazit und das Ergebnis auf die These: Effizienteres Marketing durch Emotional Branding? Um bei Konsumenten ein emotionale Erlebnis hervorzurufen, braucht es mehr als eine Zeitungsanzeige oder einen flachen Werbespot. Hier knüpft die Neuroökonomie mit dem Schwerpunkt des Neuromarketing an. Mittels verschiedener Methoden und emotionaler Messverfahren wird versucht, in die Köpfe der Konsumenten vorzudringen, um bei diesen die Marke emotional zu festigen. Dies ist allerdings ein sehr schwieriger, meist langwieriger und kostenintensiver Prozess, welcher ein Höchstma an Forschungsarbeit erfordert. Eine weitere Aufgabe dieses Prozesses ist es, sich von anderen Marken abzuheben und seine ganz eigene Welt für den Konsumenten aufzubauen. Es soll ein spürbarer Mehrwert im Gegensatz zu Konkurrenzprodukten aufgebaut werden. Auch wenn dieser meistens eher in der Marketingstrategie als im Produkt selbst zu finden ist, so ist der erreichte Bindungseffekt von den geschaffenen Emotionen am Produkt ziemlich hoch, und der Me

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