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Testimonials

Description

Testimonial

Mind Map by Leonie Römer, updated more than 1 year ago

	Created by Leonie Römer over 8 years ago

Resource summary

Testimonials

Markenpersönlichkeit
1. Determinanten
  1. direkte
    1. Markenverwender
    2. Unternehmensangehörige
    3. Prominente
  2. indirekte
    1. Markenlogo
    2. Produkteigenschaften
    3. Preise
2. Differenzierung
3. Markenimage
4. Markenwert
Testimonials in der Werbung
1. Empfehlung der Marke
2. über Werbemittel
3. Arten
  1. fiktiv
  2. prominent
Funktionen
1. Transfer von Persönlichkeitseigenschaften
  1. Kongruenz
  2. Inkongruenz
  3. Aufmerksamkeitsgenerierung
  4. Verbesserung Werbeerinnerung
  5. ökonomischer Wert

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