Buch, Deutsch, 228 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 326 g
The Influence of Product Form on the Formation of Brands
Buch, Deutsch, 228 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 326 g
Reihe: Marken- und Produktmanagement
ISBN: 978-3-8244-7594-0
Verlag: Deutscher Universitätsverlag
On the basis of sign- and cognitive-scientific theories, Robert Kreuzbauer develops an approach to explain the influence of design on brand perception and the storage of brand knowledge. He integrates the latest theories on form perception and cognitive knowledge representation and shows how salient product form attributes (brand identifiers) shape the entire brand. The author also presents a detailed discussion of diverse methods for identifying salient brand design attributes.
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Research
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Content.- A. Introduction.- 1. The Problem.- 2. Structure of the Dissertation.- B. Theoretical Part.- I. General Brand Conceptions.- II. Approaches to Brand Formation.- III. General Considerations of Brand Semiosis and Brand Communication.- IV. Cognitive Processes of Brand Formation.- C. Methods for Determining Brand Identifiers.- I. General Difficulties.- II. Requirements for a Method to Determine Brand Identifiers.- III. Methods of Data Collection for Determining Attribute-Values.- IV. Content Analysis for Determining Brand Frames.- V. Evaluation of Content Analysis:.- VI. Experiments for Determining Default Attribute-Values (=Brand Identifiers).- D. Final Comments and Summary.- I. Limitations.- II. Further Research.- III. Summary.- E. Appendix:.- F. References:.