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Der Einsatz der Online- und Offlinekommunikation und deren Wirkung auf markenbezogene Grössen. Entwicklung und Überprüfung eines Untersuchungsmodells am Beispiel einer Konsumgütermarke

Bruhn, Manfred and Batt, Verena and Bognar, Michel. (2011) Der Einsatz der Online- und Offlinekommunikation und deren Wirkung auf markenbezogene Grössen. Entwicklung und Überprüfung eines Untersuchungsmodells am Beispiel einer Konsumgütermarke. Der Markt : international journal of marketing, 50 (4). pp. 233-247.

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Official URL: http://edoc.unibas.ch/46672/

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Abstract

There is empirical evidence regarding the effects of offline communications on brand-related constructs like brand image or brand awareness. This is not the fact with the effect of online communications on these constructs. However, with the increasing importance of the Internet the knowledge about the effect of online communications, especially in comparison with offline communications, is highly relevant. This paper therefore focuses on investigating the effect of online communications on brand-related constructs and on relating it with the effect of offline communications. The empirical study, using the example of a consumer brand, shows that both communication instruments are of relevance, however online communications activities exhibit greater effects on brand-related constructs.
Faculties and Departments:06 Faculty of Business and Economics > Departement Wirtschaftswissenschaften > Professuren Wirtschaftswissenschaften > Marketing und Unternehmensführung (Bruhn)
UniBasel Contributors:Bruhn, Manfred
Item Type:Article, refereed
Article Subtype:Research Article
Publisher:Österreichische Gesellschaft für Absatzwirtschaft
ISSN:0025-3863
e-ISSN:1867-8882
Note:Publication type according to Uni Basel Research Database: Journal article
Identification Number:
Last Modified:10 May 2017 06:18
Deposited On:10 May 2017 06:18

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