LFU:online

Institut für Management und Marketing Institut für Management und Marketing

Univ.-Prof. Mag. Dr. Andrea Hemetsberger Univ.-Prof. Mag. Dr. Andrea Hemetsberger, +43 512 507 72550

436227

SE Markenbeziehungen von KonsumentInnen

SE 2

5

Block

jährlich

Englisch

Students get a deeper understanding of the psychological and social processes that govern thinking and action with respect to brands. Students reflect on existing research streams as well as theories in literature and gain an understanding of their applicability to, and impact on brand-related phenomena.

1. Behaviourist, cognitivist, and postmodern research traditions and their implications on brand research 2. Brand-related affects and cognitions 3. Brand image versus the lived meaning of the brand 4. Brand as extended self 5. Consumer response to different physical brand environments 6. Brand relationship quality: brand attachment and resistance in different cultures 7. Brands and social comparison processes 8. Brand-related social discourse processes 9. Brand subcultures of consumption and new ‘brandscapes’ 10. Cultural differences in brand-related behavioural patterns

Instruction, reading assignments, student presentations, field project or case studies, plenary discussions

oral and written

tba in class

Beginn: 31.3., 08:30, SR 13