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In fact, instead of considering a mnemonic device as an unnatural and complicated form of learning, the proposal is made that a mnemonic device operates much like a memory schema. The purpose of this chapter is to demonstrate the similarities between these two knowledge structures and also to note some of their differences. The value of comparing mnemonic devices and memory schemas has been mentioned before (Battig & Bellezza, 1979 Bellezza, 1983a, 1986a) but has not been discussed in detail. In fact, the notion of mental cues, so pervasive in the implementation of mnemonic techniques, plays an important role in the operation of memory schemas. In response to these objections, it will be argued here that the study of mnemonic devices is fundamental to our understanding of human learning and the operation of human memory. Mnemonic devices have been considered by some psychologists to represent a form of “unnatural learning” (Jenkins, 1971, 1974 Neisser, 1976, pp. Für die Marketingpraxis leitet der Autor unterschiedliche Baupläne zur Gestaltung eines effektiven und effizienten Branding neuer Marken ab.ĭas Werk wurde mit dem Wissenschaftspreis des Deutschen Marketing-Verbandes 2003 und dem Dissertationspreis der Justus-Liebig-Universität 2003 ausgezeichnet. Umfangreiche empirische Studien belegen: Integriertes Branding ermöglicht eindeutige Markenpositionierungen, gefällt besser und wird schneller gelernt als fraktales Branding. Je besser das Branding ist, desto geringer fällt der kommunikative Druck aus, der zur Penetration einer Marke notwendig ist.Īufbauend auf jüngsten Erkenntnissen psycho-linguistischer Theorien entwickelt Tobias Langner ein Modell zur Erklärung der Wirkungen eines integrierten Branding. der Gestaltung des Markennamens und des Markenbildes, eine stetig wachsende Bedeutung zu.
Im Kampf um den Markenerfolg kommt dem Branding, d.h. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.ĭas flüchtige Betrachtungsverhalten gering involvierter Konsumenten, die steigende Informationsüberlastung und die Austauschbarkeit vieler Produkte machen den Markenaufbau immer schwieriger. Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service.
Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. The author presents a conceptual model of brand equity from the perspective of the individual consumer.