Interaction of Design and Brand. A literature review and analysis

Business & Finance, Marketing & Sales
Cover of the book Interaction of Design and Brand. A literature review and analysis by Mareike Schröder, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Mareike Schröder ISBN: 9783656875598
Publisher: GRIN Verlag Publication: January 14, 2015
Imprint: GRIN Verlag Language: English
Author: Mareike Schröder
ISBN: 9783656875598
Publisher: GRIN Verlag
Publication: January 14, 2015
Imprint: GRIN Verlag
Language: English

Seminar paper from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Mannheim, course: Marketing Research Seminar, language: English, abstract: This seminar paper introduces definitions for design and brand on which to base this research. Next, the brand personality concept and important Gestalt principles will be outlined to serve as a theoretic foundation for the literature overview. This main chapter is divided into two sub points: the first dealing with the interaction of design and brand, examining separately the interaction of brand with corporate, packaging and product design respectively; and the second treating the influence of these interactions on product evaluation and purchase intention. In the conclusion central results of the paper will be discussed and implications for further research and practitioners will be depicted.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Mannheim, course: Marketing Research Seminar, language: English, abstract: This seminar paper introduces definitions for design and brand on which to base this research. Next, the brand personality concept and important Gestalt principles will be outlined to serve as a theoretic foundation for the literature overview. This main chapter is divided into two sub points: the first dealing with the interaction of design and brand, examining separately the interaction of brand with corporate, packaging and product design respectively; and the second treating the influence of these interactions on product evaluation and purchase intention. In the conclusion central results of the paper will be discussed and implications for further research and practitioners will be depicted.

More books from GRIN Verlag

Cover of the book Philipp Franz von Siebold, Leben und Werk by Mareike Schröder
Cover of the book Corporate Social Responsibility. A Comparative Study of Ryannair and EasyJet by Mareike Schröder
Cover of the book Einblickfaßsäule - Bericht zur fachpraktischen Prüfung by Mareike Schröder
Cover of the book Zur Frage der Unabhängigkeit der Reichsbank von 1930 bis 1937 by Mareike Schröder
Cover of the book Der Rechtspopulist Jörg Haider. Funktionsweisen und Ziele seiner politischen Inszenierungen by Mareike Schröder
Cover of the book Karin Knorr-Cetina: Soziologie der Finanzmärkte by Mareike Schröder
Cover of the book Die Ergebnisse der PISA - Studie 2000 by Mareike Schröder
Cover of the book Denkmalschutz vs. technische Anforderungen. Nutzungskontinuitäten öffentlicher Bauten am Beispiel des Reichstagsgebäudes und des Reichsgerichtsgebäudes by Mareike Schröder
Cover of the book Development of Lear´s Character in Shakespeare´s Tragedy 'King Lear' by Mareike Schröder
Cover of the book Olympische Spiele in Deutschland und ihre politische Wirkung. Eine vergleichende Untersuchung der Sommerolympiaden 1936 und 1972 by Mareike Schröder
Cover of the book Der Einsatz von Stirling-Maschinen als Kühlaggregat by Mareike Schröder
Cover of the book Spracherwerb und linguistische Theorien: Dysgrammatismus - Phänomenologie und Therapie by Mareike Schröder
Cover of the book Das goldene Rössl. Ein Meisterwerk der Pariser Hofkunst um 1400 by Mareike Schröder
Cover of the book Die identitätsstiftende Funktion von öffentlichem Freiraum - Untersucht am Beispiel der Neubausiedlung Berlin-Hohenschönhausen by Mareike Schröder
Cover of the book Grundlagentexte der Cultural Studies im Macht-Wissens-Kontext by Mareike Schröder
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy