Semantische Frames in Interkultureller Markenkommunikation by Lisa Hackinger (isbn:9783658442118)
Unter Anwendung der Frame-Theorie wird in diesem Buch die Rolle von nicht-verbalisiertem Vorwissen in der interkulturellen Markenkommunikation untersucht. Eine starke Marke ist ein sowohl komplexes als auch fiktionales Konstrukt, das sich neben versch...| $13684 |  | |
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