{"id":16294,"date":"2014-09-01T14:16:18","date_gmt":"2014-09-01T12:16:18","guid":{"rendered":"https:\/\/eye-square.com\/de\/?p=16294"},"modified":"2018-08-06T13:58:57","modified_gmt":"2018-08-06T11:58:57","slug":"2014-markentag-award-in-der-kategorie-beste-praesentation","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/2014-markentag-award-in-der-kategorie-beste-praesentation\/","title":{"rendered":"2014 \u2013 Markentag Award in der Kategorie \u2018Beste Pr\u00e4sentation\u2018"},"content":{"rendered":"<h3>Gemeinsame Studie mit der Leibniz Universit\u00e4t zum Thema: Touchpoint-Research als der Moment of\u00a0Truth \u2013 Identifikation von impliziten und expliziten Markeneffekten durch multisensorisches Verpackungsdesign am PoS.<\/h3>\n<div class=\"entry-content\">\n<p>Brandtochpoints und multisensorische Markenf\u00fchrung sind seit einigen Jahren neue \u201eZauberw\u00f6rter\u201c in der Markenf\u00fchrung. Zur Gestaltung von multisensorischen Markenkontaktpunkten ist aber zun\u00e4chst eine zuverl\u00e4ssige Messung notwendig. Steffen Schmidt, Sascha Langner, Klaus-Peter Wiedmann (alle Leibnitz Universit\u00e4t Hannover) und Michael Schie\u00dfl (eye-square Berlin) werden auf der Konferenz am Beispiel des Verpackungsdesigns den Einsatz und Aussagewert einer Methodenkombination zur Messung der Markenkontakte vorstellen.<\/p>\n<\/div>\n<p><a href=\"https:\/\/eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2015\/03\/e2_WEB_Grafik-Awards_dermarkentag-de.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-19654 size-medium\" src=\"https:\/\/eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2015\/03\/e2_WEB_Grafik-Awards_dermarkentag-de-300x300.png\" alt=\"\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2015\/03\/e2_WEB_Grafik-Awards_dermarkentag-de-300x300.png 300w, https:\/\/www.eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2015\/03\/e2_WEB_Grafik-Awards_dermarkentag-de-150x150.png 150w, https:\/\/www.eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2015\/03\/e2_WEB_Grafik-Awards_dermarkentag-de-570x570.png 570w, https:\/\/www.eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2015\/03\/e2_WEB_Grafik-Awards_dermarkentag-de.png 600w, https:\/\/www.eye-square.com\/de\/wp-content\/uploads\/sites\/6\/2015\/03\/e2_WEB_Grafik-Awards_dermarkentag-de-500x500.png 500w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p><em>Abstract<\/em><em>:<\/em><\/p>\n<p><em>Over the last decade, the number of brand-customer touchpoints has increased extremely (online and offline). However, still one of the most important touchpoints between customers and a brand is the experience in the \u201canalog\u201d world at the point of sale (PoS). This is the first moment of truth where customers get in real physical contact with the brand and evaluate it with all of their five senses. <\/em><\/p>\n<p><em>The challenge for brand managers is to address the right brand cues at each touchpoint, but in particular at the PoS where the brand has to measure up to customers\u2019 expectations built up by all brand contacts before. Especially sensory packaging design at the PoS can be an appropriate means to strengthen brand appearance by triggering the right brand cue information processes in a customer\u2019s mind.<br \/>\n<\/em><\/p>\n<p><em>In the following paper we present two studies introducing a combined measurement approach based on explicit and implicit measures compared to a single measure. Our study results show that a combined model not only offers a higher explanatory value, but also offers a diagnostic tool to identify and test sensory product packaging and its influence on brand cue information processing.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gemeinsame Studie mit der Leibniz Universit\u00e4t zum Thema: Touchpoint-Research als der Moment of\u00a0Truth \u2013 Identifikation von impliziten und expliziten Markeneffekten durch multisensorisches Verpackungsdesign am PoS. Brandtochpoints und multisensorische Markenf\u00fchrung sind seit einigen Jahren neue \u201eZauberw\u00f6rter\u201c in der Markenf\u00fchrung. Zur Gestaltung von multisensorischen Markenkontaktpunkten ist aber&#8230;<\/p>\n","protected":false},"author":7,"featured_media":19654,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[174],"tags":[],"class_list":["post-16294","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-award"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>2014 \u2013 Markentag Award in der Kategorie \u2018Beste Pr\u00e4sentation\u2018 | eye square<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eye-square.com\/de\/2014-markentag-award-in-der-kategorie-beste-praesentation\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2014 \u2013 Markentag Award in der Kategorie \u2018Beste Pr\u00e4sentation\u2018\" \/>\n<meta property=\"og:description\" content=\"Gemeinsame Studie mit der Leibniz Universit\u00e4t zum Thema: Touchpoint-Research als der Moment of\u00a0Truth \u2013 Identifikation von impliziten und expliziten Markeneffekten durch multisensorisches Verpackungsdesign am PoS. Brandtochpoints und multisensorische Markenf\u00fchrung sind seit einigen Jahren neue \u201eZauberw\u00f6rter\u201c in der Markenf\u00fchrung. 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