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Das Branding gewinnt zunehmend an Bedeutung. Grunde dafiir liegen vor allem in der wachsenden Zahl von Unternehmensfusionen und -aufkaufen, der zunehmenden Globalisierung der Markte sowie der Zunahme neuer Marken. Durch das Branding soll der Marke ein einzigartiges Gesicht verliehen werden. Ein Blick in die Praxis zeigt jedoch, dass viele neue Branding-Manahmen als kommunikative Rohr- krepierer enden. Eine Professionalisierung des Branding durch Nutzung wissenschaftlich fun- dierter Erkenntnisse wird notwendig. Die wissenschaftlichen Erkenntnisse zum Branding waren allerdings bislang...

​Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and...

​Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and...