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
Dr. Benjamin Voyer Dr. Benjamin Voyer

436238

SE Markenbeziehungen von KonsumentInnen

SE 2

5

Block

jährlich

Englisch

Students shall experience and understand the psychological and social processes that govern consumer thinking, feeling, sensing, and behavior related to brands. Students reflect on existing research streams and theories in literature, and develop their competence to apply appropriate theoretical models in branding practice. This course is also helpful in evaluating ethical issues related to branding practice.

1. Behaviourist, cognitivist, and postmodern research traditions and their implications on brand research 2. Brand-related affects and cognitions 3. Luxury brands and luxury experiences 4. Brands and the consumer self 5. Consumer response to physical brand environments; places and spaces 6. Brand relationship quality: brand love and resistance 7. Brands and social comparison processes 8. Brand aesthetics and art 9. Brand subcultures of consumption; the young and the cool 10. Private and public meaning of consumption

Instruction, reading assignments, student presentations, group work, case studies, plenary discussions, conference format

oral and written

tba in class

Beginn: VB am Do, 07.03.2013, 10:30-12:00, SR 12

siehe Termine