Andreas Mack, Assistant Professor, Institute of Electronic Business
corporate communication, brand development, marketing, consumer research, consumer attitudes, opinions and preferences, trends, consumer life style, target group analysis
The lecture "Corporate Communication" dealt with questions like: How can we communicate with different target groups in an effective manner? How does brands work? How are opinions, attitudes and preferences formed?
The below term paper introduces the involvement construct - a fundamental issue of the consumer behavior theory - and its impact on the corporate communication strategy.
Term paper (160 kB, Pdf)
Lecture notes (500 kB, Pdf)