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Wie Brand Personality das Konsumentenverhalten durch Fernsehwerbung beeinflusst : eine Veranschaulichung am Beispiel von Southern Comfort

  • 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.

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Author:Lorenza De Monte
Title Additional (English):How brand personality influences consumer behaviour through TV advertising : explained on the example of Southern Comfort
Document Type:Bachelor Thesis
Date of Publication (online):2014/08/26
Publishing Institution:Hochschule Mittweida
Release Date:2014/08/26
GND Keyword:Werbesendung; Marke; Fernsehsendung; Neuromarketing
Institutes:06 Medien
DDC classes:380 Handel, Kommunikation, Verkehr
Open Access:Frei zugänglich
Licence (German):License LogoUrheberrechtlich geschützt