TY  - THES
U1  - Bachelor Thesis
A1  - De Monte, Lorenza
T1  - Wie Brand Personality das Konsumentenverhalten durch Fernsehwerbung beeinflusst : eine Veranschaulichung am Beispiel von Southern Comfort
N2  - This work concentrates on the frequently used marketing instrument brand personality. Its effect on the consumer and how it drives consumer behaviour through TV advertis-ing are the focus. Scientific material, utilising research results of the last 20 years, has been analysed to investigate this subject. Furthermore, the example of Southern Comfort provides an insight of brand personality being applied to the real world of marketing business.
KW  - Werbesendung
KW  - Marke
KW  - Fernsehsendung
KW  - Neuromarketing
Y2  - 2013
U6  - https://nbn-resolving.org/urn:nbn:de:bsz:mit1-opus-43187
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:mit1-opus-43187
ER  -