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Location-Based Advertising Im Kontext Von Big Data: Determinanten Der Konsumentenakzeptanz by Claudius Warwitz (Paperback / softback, 2016)

About this product

About this product

Product Information

Claudius Warwitz zeigt, dass Privatsphare-Bedenken bei der Entscheidung, Location-based Advertising (LBA) zu nutzen, fur den Konsumenten kaum eine Rolle spielen. Dagegen tragen Brand Attachment und Markenvertrauen gegenuber dem LBA-Anbieter und der beworbenen Marke entscheidend dazu bei, dass Konsumenten Location-based Advertising akzeptieren und nutzen. Als weitere wichtige Determinanten identifiziert der Autor Markenauthentizitat, Markenimage, sowie Nutzlichkeit, Unterhaltungswert, Einstellung und personliche Relevanz. Im Zuge der Untersuchung wurden 1.237 Smartphone-Nutzer hinsichtlich ihres LBA-Nutzungsverhaltens zu 14 Marken befragt.

Product Identifiers

Publisher
Springer Gabler
ISBN-10
3658134453
ISBN-13
9783658134457
eBay Product ID (ePID)
221987644

Product Key Features

Author
Claudius Warwitz
Format
Trade Paperback (US) ,Unsewn / Adhesive Bound, Paperback
Language
German
Subject
Sales & Marketing

Dimensions

Weight
462g
Height
210mm
Width
148mm

Additional Product Features

Spine
20mm
Series Title
Innovatives Markenmanagement
Content Note
Black & White Illustrations, Bibliography
Author Biography
Dr. Claudius Warwitz promovierte bei Univ.-Prof. Dr. Christoph Burmann am Lehrstuhl fur innovatives Markenmanagement (LiM) an der Universitat Bremen.
Date of Publication
08/04/2016
Imprint
Springer Gabler
Genre
Sales & Marketing
Country of Publication
United States

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