BACHELORARBEIT FINALFINAL klSchrift€¦ · Eine empirische Studie zum Erfolg von Testimonials in...

DEPARTMENT INFORMATION

Bachelorarbeit

Zwischen Authentizität und Inszenierung – Eine empirische Studie zum Erfolg von Testimonials in der Markenkommunikation vorgelegt von Julian Krugmann Medien und Information erster Prüfer: Prof. Dr. Hardy Gundlach zweiter Prüfer: Prof. Dr. Ulrich Hofmann Hamburg, 03. März 2014

Zusammenfassung

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Inhaltsverzeichnis

ZUSAMMENFASSUNG II

INHALTSVERZEICHNIS IV

ABBILDUNGSVERZEICHNIS VII

TABELLENVERZEICHNIS VIII

ABKÜRZUNGSVERZEICHNIS IX

1 EINLEITUNG 1

1.1 Testimonialwerbung im Wandel .......................................................................... 2 1.2 Fragestellung und Hypothesen ........................................................................... 3 1.3 Aufbau der Arbeit ................................................................................................ 4

2 BEGRIFFSDEFINITIONEN 6

2.1 Werbung .............................................................................................................. 6 2.2 Werbewirkung ..................................................................................................... 8 2.3 Marke ................................................................................................................ 10 2.4 Markenkommunikation ...................................................................................... 12 2.5 Testimonials ...................................................................................................... 13

3 GRUNDLAGEN DER WERBUNG 15

3.1 Funktionen der Werbung ................................................................................... 15 3.1.1 Ökonomische Funktionen ...................................................................... 15 3.1.2 Psychologische Funktionen ................................................................... 16 3.1.3 Gesellschaftliche Funktionen ................................................................. 17

3.2 Zielsetzungen der Werbung .............................................................................. 17 3.3 Grundsätze der Werbung .................................................................................. 19

3.3.1 Wirksamkeit ........................................................................................... 19 3.3.2 Wahrheit ................................................................................................ 20 3.3.3 Klarheit ................................................................................................... 20 3.3.4 Wirtschaftlichkeit .................................................................................... 21

3.4 Rechtliche Rahmenbedingungen ...................................................................... 21 3.5 Werbemittel und Werbeträger ........................................................................... 22 3.6 Werbewirkungsmodelle ..................................................................................... 24

3.6.1 S-R- und S-O-R-Modelle ....................................................................... 25 3.6.2 Stufenmodelle ........................................................................................ 26

Inhaltsverzeichnis

3.6.3 Hierarchie-von-Effekten-Modell ............................................................. 27 3.6.4 Elaboration-Likelihood-Modell ............................................................... 29

3.7 Werbewirkungsmessung ................................................................................... 30 3.7.1 Einstellungstests .................................................................................... 31 3.7.2 Erinnerungstests .................................................................................... 31 3.7.3 Aufmerksamkeits- und Aktivierungstests ............................................... 33

4 GRUNDLAGEN DER MARKENPOLITIK 35

4.1 Identitätsbasiertes Markenmanagement ........................................................... 35 4.1.1 Markenidentität ...................................................................................... 36

4.1.1.1 Markenherkunft ........................................................................ 37 4.1.1.2 Markenvision ............................................................................ 38 4.1.1.3 Markenkompetenz ................................................................... 39 4.1.1.4 Markenwerte ............................................................................ 39 4.1.1.5 Markenpersönlichkeit ............................................................... 40 4.1.1.6 Markenleistung ......................................................................... 41

4.1.2 Markenimage ......................................................................................... 41 4.2 Markenpositionierung ........................................................................................ 43 4.3 Markenbekanntheit ............................................................................................ 47 4.4 Markenwahrnehmung und -interpretation ......................................................... 48

4.4.1 Wahrnehmungsprozess ......................................................................... 48 4.4.2 Neuromarketing in der Markenpolitik ..................................................... 49

4.5 Markenvertrauen ............................................................................................... 51 4.6 Markenauthentizität ........................................................................................... 52

5 EINSATZ VON TESTIMONIALS IN DER MARKENKOMMUNIKATION 54

5.1 Entwicklung von Testimonialwerbung in Deutschland ...................................... 54 5.2 Funktionen und Ziele von Testimonials ............................................................. 55 5.3 Erfolgsfaktoren von Testimonialwerbung .......................................................... 56

6 EMPIRISCHE STUDIE 58

6.1 Methodik und Vorgehensweise ......................................................................... 58 6.1.1 Aufbau des Fragebogens ...................................................................... 58 6.1.2 Auswahl der Fallbeispiele ...................................................................... 60 6.1.3 Stichprobenrekrutierung ........................................................................ 62

6.2 Auswertung der gewonnenen Daten ................................................................. 63 6.2.1 Allgemeine Einstellung zu Werbung ...................................................... 64 6.2.2 Einstellung zu Testimonialwerbung ....................................................... 68 6.2.3 Prominente vs. Durchschnittsbürger ...................................................... 70 6.2.4 Testimonial-Marken-Zuordnung ............................................................. 78

6.3 Ableitung der Ergebnisse .................................................................................. 88 6.3.1 Nutzwertanalyse der Testimonials ......................................................... 90 6.3.2 Zusammenfassung der Ergebnisse ....................................................... 91

Inhaltsverzeichnis

7 ÜBERPRÜFUNG DER HYPOTHESEN 92

8 HANDLUNGSEMPFEHLUNGEN 94

9 KRITISCHE REFLEXION UND AUSBLICK 97

LITERATURVERZEICHNIS X

ANHANG XX

Abbildungsverzeichnis!

Abbildung 1: Verbindung der Kommunikationsprozesse ..................................................... 7 Abbildung 2: Zielsystem der Werbung ............................................................................... 18 Abbildung 3: Das klassische Wirkungsmodell ................................................................... 25 Abbildung 4: Grundmodell des identitätsbasierten Markenführungsansatzes ................... 35 Abbildung 5: Komponenten des Markenimages ................................................................ 42 Abbildung 6: Normziele der Positionierung ....................................................................... 45 Abbildung 7: Subjektivität der Wahrnehmung ................................................................... 49 Abbildung 8: Der Pilot und der Autopilot des menschlichen Gehirns ................................ 50 Abbildung 9: Altersverteilung der Befragten ...................................................................... 63 Abbildung 10: Bildungsgrad der Befragten ........................................................................ 64 Abbildung 11: Allgemeine Einstellung zu Werbung ........................................................... 65 Abbildung 12: Störfaktor der einzelnen Werbeträger ........................................................ 66 Abbildung 13: Allgemeine Einstellung zu Testimonialwerbung ......................................... 68 Abbildung 14: Eigenschaften von Testimonialwerbung ..................................................... 69 Abbildung 15: Interesse an Testimonialwerbung ............................................................... 70 Abbildung 16: Vertrauenswürdigkeit der Testimonialtypen ............................................... 71 Abbildung 17: Aufmerksamkeit bei Testimonialwerbung ................................................... 73 Abbildung 18: Vergleich zwischen den Testimonialtypen anhand des AIDA-Modells ....... 74 Abbildung 19: Vergleich der Eigenschaften zwischen den Testimonialtypen .................... 75 Abbildung 20: Testimonialzuordnung nach Branche ......................................................... 77 Abbildung 21: Testimonialzuordnung zu unterschiedlichen Marken ................................. 79 Abbildung 22: Markenzuordnung bei Daniela Katzenberger ............................................. 80 Abbildung 23: Markenzuordnung bei Nazan Eckes ........................................................... 81 Abbildung 24: Markenzuordnung bei den Klitschkos ......................................................... 82 Abbildung 25: Markenzuordnung bei George Clooney ...................................................... 83 Abbildung 26: Markenzuordnung bei Thomas Gottschalk ................................................. 84 Abbildung 27: Markenzuordnung bei Heidi Klum .............................................................. 85 Abbildung 28: Markenzuordnung bei Lena Meyer-Landrut ............................................... 86 Abbildung 29: Markenzuordnung bei Durchschnittsbürgern .............................................. 87 Abbildung 30: Vergleich der Trefferquote bei den Marken- bzw.

Testimonialzuordnungen ............................................................................ 88

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Tabellenverzeichnis

Tabelle 1: Hypothesenaufstellung ....................................................................................... 4 Tabelle 2: Beurteilungskriterien für die Kontaktqualität eines Werbeträgers ..................... 23 Tabelle 3: Beurteilungskriterien für Werbemittel ................................................................ 24 Tabelle 4: Hierarchie-von-Effekten der Werbewirkung ...................................................... 28 Tabelle 5: Nutzwertanalyse von Testimonialwerbung ....................................................... 90

Abkürzungsverzeichnis

AIDA Attention, Interest, Desire, Action

BBDO Werbeagentur benannt nach ihren

Gründern Batten, Barton, Durstine &

Osborn

bspw. beispielsweise

bzw. beziehungsweise

d.h. das heißt

dfv Deutscher Fachverlag

EnBW Energie Baden-Württemberg

EU Europäische Union

GfK Gesellschaft für Konsumforschung

GG Grundgesetz

IMAS International Institut für Markt- und Sozial-analysen

MarkenG Markengesetz

POS Point of Sale

PR Public Relations (Öffentlichkeitsarbeit)

RStV Rundfunkstaatsvertrag

S-O-R-Modell Stimulus-Organismus-Reaktions-

Modell

S-R-Modell Stimulus-Response-Modell

UWG Gesetz gegen den unlauteren

Wettbewerb

W&V Werben & Verkaufen (Fachmagazin

für Kommunikation und Medien)

1 Einleitung

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Einleitung

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1.1 Testimonialwerbung im Wandel

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Einleitung

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R$(@($#6C%./! 50##$#! P#($&#$/)$#! 8$%! F$,(%):#%*C=$&8+#-! 2I&! %/&$! 3*&5$#! @=%,./$#!D+&./,./#%((,8I&-$&#!+#6!;&:)%#$#($#!=4/C$#?!6*!8$%6$!Fa1$#!,:=:/C!S:&<!*C,!*+./!L*./<($%C$!*+2=$%,$#!50##$#B!7+2-&+#6!6$,!:2()*C,!)*#-$C#6$#!E&2:C-,! 2I&!6%$!3*&5$!,$(@$#!6%$!P#($&#$/)$#!9$&)$/&(!*+2!*+(/$#(%,./$!F$,(%):#%*C,?!6%$!6%$!'%$C-&+11$!6*&,($CC$#!+#6!)%(!6$#$#!,%./!6%$!K:#,+)$#($#!8$,,$&!%6$#(%2%@%$&$#!50##$#!Y9-CB!Qd7LDnFdPGF![\UU^B

1.2 Fragestellung und Hypothesen

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Einleitung

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1.3 Aufbau der Arbeit

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Einleitung

D$&! 6&%(($! F/$)$#8C:.5! %,(! 6$&! (/$:&$(%,./$! F$%C! 6$&! 7&8$%(! +#6! -$/(! 6$(*%CC%$&($&! *+2! 6%$!`&+#6C*-$#! $%#B! E&! =%&6! ,./C%$HC%./! %#! 6&$%! K*1%($C! +#($&-C%$6$&(n! A$&8+#-?! 3*&5$#1:C%(%5!+#6!F$,(%):#%*C,!%#!6$&!3*&5$#5:))+#%5*(%:#B!"#!6$)!K*1%($C!b`&+#6C*-$#!6$&!A$&8+#-c!-$/(!$,!+)!6%$!M+#5(%:#$#?!`&+#6,4(@$!+#6!'%$C,$(@+#-$#!9:#!A$&8+#-B!D$,!A$%($&$#!=%&6!*+2!6%$! 9$&,./%$6$#$#!A$&8$=%&5+#-,):6$CC$! $%#-$-*#-$#?! 6%$! @+)!F$%C! *C,!`&+#6C*-$! 2I&!6%$! $)1%&%,./$!P#($&,+./+#-!6%$#$#! ,:CC$#B!D*&*+2! 2:C-$#6!=%&6! ,%./!6$#! b`&+#6C*-$#!6$&!3*&5$#1:C%(%5c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bF$,(%):#%*C,!%#!6$&!3*&5$#5:))+#%5*(%:#cB!"#!6%$,$)!K*1%($C!=$&6$#!6%$!/%,(:&%,./$#!`&+#6C*-$#!9:#!3*&5$#8:(,./*2($&#!%#!D$+(,./C*#6!*+2-$2I/&(!+#6!@+6$)! %/&$! 8$9:&@+-($#! M+#5(%:#$#!+#6!'%$C,$(@+#-$#! *+2-$@$%-(?! 6%$!P#($&#$/)$#! %/#$#!@+&$./#$#B!A$%($&/%#!,:CC$#!6%$!E&2:C-,2*5(:&$#!6*&-$C$-(!=$&6$#?!6%$!,:=:/C!8$%!6$)!E%#<,*(@!9:#!;&:)%#$#($#!*C,!*+./!8$%!6$#!D+&./,./#%((,8I&-$&#!9:#!-&:H$&!Q$6$+(+#-!,%#6B!!

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2 Begriffsdefinitionen

2.1 Werbung

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2.2 Werbewirkung

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2.3 Marke

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!k!G1&+#-=$&8+#-!%,(!$%#!"#,(&+)$#(?!V8$%!6$&!%#!6$&!;&:6+5(=$&8+#-!6$&!>$&,($CC$&!6%$!78,*(@)%((C$&!Y7#)B!6B!S$&2Bn!'=%,./$#/4#6C$&^!8$=+,,(!I8$&,1&%#-(!+#6!,%./!6%$!3*&5$(%#-5:))+#%5*(%:#!+#)%(<($C8*&!*#!6%$!S$&8&*+./$&!&%./($(X!YEGZ>![\U]*^!

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2.4 Markenkommunikation

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2.5 Testimonials

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Grundlagen der Werbung

3 Grundlagen der Werbung

3.1 Funktionen der Werbung

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3.1.1 Ökonomische Funktionen

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3.1.2 Psychologische Funktionen

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3.1.3 Gesellschaftliche Funktionen

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3.2 Zielsetzungen der Werbung

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3.3 Grundsätze der Werbung

A$&8+#-!5*##!8$%!6$&!'%$C-&+11$!$%#$!/:/$!A%&5+#-!$&&$%./$#?!,:2$&#!,%$!&%./(%-!$%#-$,$(@(!=+&6$B!D$&!E&2:C-!8*+(!6*8$%!*+2!6$#!9%$&!`&+#6,4(@$#!6$&!A$&8+#-!*+2?!+)!6%$!-$=I#,./<($#! K4+2$&&$*5(%:#$#! @+! $&@%$C$#B! L$8$#! 6$#! E%-$#,./*2($#! %#2:&)*(%9?! I8$&@$+-$#6! +#6!-C*+8=I&6%-!@+!,$%#!)+,,!A$&8+#-!-C$%./@$%(%-!A%&5,*)5$%(?!A*/&/$%(?!KC*&/$%(!+#6!A%&(<,./*2(C%./5$%(!#*./=$%,$#!Y9-CB!"M>!KqRL![\U]*!l!Qq>d"L`Ed!e!QO>REd!e!GZ>R7"Z>![\UU?!GB!sUh^B!

3.3.1 Wirksamkeit

D$&!$&,($!`&+#6,*(@!6$&!A$&8+#-!%,(!6%$!A$&8$=%&5,*)5$%(B!D*,!8$6$+($(?!6%$!A$&8$*+,,*-$!+#6!6%$!$%#-$,$(@($#!A$&8$)%(($C!)I,,$#!,:!*+,-$=4/C(!=$&6$#?!6*,,!6%$!'%$C-&+11$!6%&$5(!*#-$,1&:./$#!+#6!%#!O8$&$%#,(%))+#-!)%(!6$)!*#-$,(&$8($#!'%$C!8$$%#2C+,,(!=%&6!Y9-CB!"M>!KqRL![\U]*^B!P)!6$#!8$*8,%./(%-$#!'=$.5!@+!$&&$%./$#?!8$6*&2!$,!$%#$&!-$#*+$#!K$##(#%,!6$&!'%$C-&+11$B!g$!-&0H$&!6%$!+)=:&8$#$!'%$C-&+11$!%,(?!6$,(:!,./=%$&%-$&!%,(!$,!2I&!$%#!P#<($&#$/)$#?!$#(,1&$./$#6!=%&5,*)$!A$&8$)%(($C!@+!2%#6$#B!7+2-&+#6!6$&!/:/$#!D%22$&$#@%$<&+#-!6$&!1,a./:C:-%,./$#!G(&+5(+&! $%#$&! -&:H$#!3*,,$! %,(!6%$!Q$+&($%C+#-!$%#$,!`$,*)($&<2:C-,!$%#$,!8$,(%))($#!A$&8$)%(($C,!,./=%$&%-B!P)!6$#!E&2:C-!$%#$,!A$&8$)%(($C,!*#*Ca,%$<&$#!@+!50##$#?!%,(!@+)!$%#$#!6%$!E&2*/&+#-!9:#!A$&8$1,a./:C:-$#!Y9-CB!Qq>d"L`Ed!e!QO>REd!e!GZ>R7"Z>![\UU?!GB!sUh^!+#6!@+)!*#6$&$#!6%$!E&-$8#%,,$!6+&./-$2I/&($&!;&$($,(,! Y9-CB!78<,./#%((!]Br^!$&2:&6$&C%./?!6%$!6%$!A%&5+#-!9:#!$%#@$C#$#!A$&8$)%(($C#!*#/*#6!9:#!d$1&4,$#<(*#($#!6$&!'%$C-&+11$!)$,,$#!Y9-CB!"M>!KqRL![\U]8^B!!

3.3.2 Wahrheit

L$8$#!6$&!A$&8$=%&5,*)5$%(!,1%$C(!%#!6$&!;C*#+#-!$%#$&!A$&8$5*)1*-#$!*+./!6%$!A$&8$<=*/&/$%(!$%#$!-&:H$!d:CC$B!R*+(!wk!78,B!"!6$,!b`$,$(@$,!-$-$#!6$#!+#C*+($&$#!A$((8$=$&8c!YPA`^r!6I&2$#!6%$!A$&8$%#/*C($!6$#!K:#,+)$#($#!#%./(!(4+,./$#?!,:#6$&#!$,!)+,,!-$=4/&<C$%,($(!,$%#?!6*,,!,*./C%./!5:&&$5($!"#/*C($!9$&=$#6$(!=$&6$#!Y9-CB!"M>!KqRL![\U]8^B!'+!F4+<,./+#-$#! @4/C$#! @+)! Q$%,1%$C! O8$&(&$%8+#-$#! ,:=%$! 6*,! S$&=$#6$#! 9:#! G+1$&C*(%9$#! %#!Q$@+-!*+2!6%$!3*&5$B!L$8$#!6$)!S$&,(:H!-$-$#!6*,!PA`!50##$#!F4+,./+#-$#!8@=B!"&&$2I/<&+#-$#!*+./!7+,=%&5+#-$#!*+2!6%$!A%&(,./*2(C%./5$%(!/*8$#B!D%$!L%./(8$*./(+#-!6$&!A*/&</$%(! $%#$&!A$&8$*+,,*-$! 5*##! @=*&! 5+&@2&%,(%-$#! E&2:C-! /$&9:&&+2$#?! *+2! 6$#! *8$&! ,./#$CC!G./*6$#! %#! C*#-2&%,(%-$&!G%./(!*+28*+(l!6$##!=+&6$!$%#!K+#6$!6+&./!6%$!A$&8$,(&*($-%$!-$<(4+,./(?!,:!=%&6!6%$!3*&5$!%#!'+5+#2(!9:#!6$)!K+#6$#!-$)%$6$#!+#6!*+./!%)!1&%9*($#!,:=%$!8$&+2C%./$#!P)2$C6!#$-*(%9!8$=$&($(!Y9-CB!Qq>d"L`Ed!e!QO>REd!e!GZ>R7"Z>![\UU?!GB!sUh^B!D$#<#:./!8C$%8(!$,!$%#!#%./(!+#$&/$8C%./$&!E&)$,,$#,,1%$C&*+)?!=$C./$!7,1$5($!6$&!A*/&/$%(!%#!6$&! 3*&5$#5:))+#%5*(%:#! 1&4,$#(%$&(! +#6! =%$! ,%$! 9$&)%(($C(! =$&6$#B! G./C%$HC%./! /*(! $%#!P#($&#$/)$#!6*,!'%$C?!,$%#$!;&:6+5($!@+!9$&5*+2$#!+#6!#%./(!%#!9:CC,($)!7+,)*H$!6$#!K:#<,+)$#($#!@+!8$&*($#!+#6!6%$!S:&<!+#6!L*./($%C$!6$,!;&:6+5($,!*+2@+@$%-$#!Y9-CB!M"RR![\\U?!GB!ri^B!

3.3.3 Klarheit

D$&!6&%(($!`&+#6,*(@!6$&!A$&8+#-!%,(!6%$!A$&8$5C*&/$%(B!E%#$!A$&8$*+,,*-$!)+,,!6$)#*./!5C*&!+#6!C$%./(!9$&,(4#6C%./!,$%#!+#6!)+,,!,%./!@+6$)!9:#!6$&!K:#5+&&$#@!*8,$(@$#B!E%#!8$<=:&8$#$,!;&:6+5(!:6$&!3*&5$!6*&2!#%./(!)%(!6$&!K:#5+&&$#@!9$&=$./,$C(!=$&6$#!Y9-CB! "M>!KqRL![\U]8!l!Q7RGFEd![\\[?!GB!hj^B!7+H$&6$)!)+,,!,%$!C*+(!w!kj!78,B!"!6$,!d+#62+#5,(**(,<9$&(&*-$,! YdG(S^! 9:)! I8&%-$#! "#/*C(! 6$&! 7#-$8:($! $%#6$+(%-! -$(&$##(! ,$%#! +#6! $,! V6I&2$#!5$%#$! +#($&,./=$CC%-$#! F$./#%5$#! $%#-$,$(@(! =$&6$#X! YdG(S! Y%6M! 9B! UkBeUrBU[B[\U\^! w! kj!78,B! "! G*(@![^B!'+!6$#!+#($&,./=$CC%-$#!F$./#%5$#!@4/C$#!@+)!Q$%,1%$C!6*,!5+&@@$%(%-$!E%#<8C$#6$#!9:#!A$&8$($p($#!+#6!GC:-*#,?!6%$!:/#$!Q$=+,,(,$%#!*+2-$#:))$#!=$&6$#?!N$6:./!$&/$8C%./$!Q$$%#2C+,,+#-,=%&5+#-$#!$&@%$C$#!Y9-CB!37REd![\Ui^B!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!r!VS$&,(0H(!6*,!S$&/*C($#!9:#!P#($&#$/)$#! %)!=%&(,./*2(C%./$#!A$((8$=$&8!-$-$#!6%$!-+($#!G%(($#?!$#(,($/(! $%#$! 8$,(%))($! M:&)! 6$,! d$./(,8&+./,?! =$C./$! *C,! V+#C*+($&$&! A$((8$=$&8X! 8$@$%./#$(!=%&6X!YgPd7MfdP3![\U]^B!

3.3.4 Wirtschaftlichkeit

E%#!=$%($&$&!=%./(%-$&!`&+#6,*(@!%,(!6%$!A%&(,./*2(C%./5$%(?!6%$!$%#$!A$&8$5*)1*-#$!*+2@+<=$%,$#!/*(B!A$&8$$(*(,!&%./($#!,%./!,./C%$HC%./!#*./!6$)!05:#:)%,./$#!;&%#@%1jB!D*,!8$6$+<($(?!6*,,!6%$!K:,($#!6$&!A$&8+#-!%#!$%#$)!9$&#I#2(%-$#!S$&/4C(#%,!@+)!A$&8$$&2:C-!,($/$#!)I,,$#B!A4/&$#6!,%./!N$6:./!6%$!K:,($#!$%#$&!A$&8$)*H#*/)$!5*C5+C%$&$#!C*,,$#?!,:!50#<#$#! 8$%! 6$&!3$,,8*&5$%(! 6$,!A$&8$$&2:C-,! ;&:8C$)$! *+2(&$($#?! 6*! 6%$,$&! ,:=:/C! 5+&@<! *C,!*+./!C*#-2&%,(%-$!M:C-$#!/*8$#!5*##B!g$!#*./!'%$C,$(@+#-!50##$#!6+&./!$%#$!A$&8$5*)1*-#$!*+2!6$&!$%#$#!G$%($!6%$!P),*(@@*/C$#!+#6!6%$!d$#6%($!,($%-$#!+#6!*+2!6$&!*#6$&$#!G$%($!5*##!*+./!$%#$!")*-$,($%-$&+#-!*+2(&$($#B!A4/&$#6!$&,($&$,!-+(!)$,,8*&!%,(?!,:!5*##!8$%!6$&!")*<-$,($%-$&+#-! 5$%#! 5:#5&$($&! A$&(! 2$,(-$,($CC(! =$&6$#! Y9-CB! "M>!KqRL! [\U]8! l! Qq>d"L`Ed! e!QO>REd! e! GZ>R7"Z>! [\UU?! GB! sUh^B! MI&! 6%$! 3$,,8*&5$%(! 6$&!A%&(,./*2(C%./5$%(! $%#$&!A$&8$<5*)1*-#$!%#!Q$@+-!*+2!6%$!P),*(@@*/C$#!=%&6!2:C-$#6$?!*CC-$)$%#$!M:&)$C!9$&=$#6$(n!

!"#$"%&#'()!!"#$%&!!"#$ ! !!"#"$%&'()$*!!!"#$"%&'(%)*

3.4 Rechtliche Rahmenbedingungen

L$8$#!6$#!30-C%./5$%($#!6%$!A$&8+#-!2I&!$%#$!3*&5$!8%$($(?! %,(!6%$,$! N$6:./!*+./!)%(!9$&<,./%$6$#$#!&$./(C%./$#!d*/)$#8$6%#-+#-$#!,:=%$!`&$#@$#!9$&,$/$#B!'+,4(@C%./!50##$#!6%$!`&$#@$#!9:#!A$&8$5*)1*-#$#!*+./!V%#!,$C8,(-$,./*22$#$#!Q$,./&4#5+#-$#!+#6!E/&$#5:6%<@$,X!YGZ>AE"`Ed!e!GZ>d7FFELEZKEd![\\h?!GB!]rr^!8$,($/$#B!'=*&!=%&6!A$&8+#-!%#!6$&!P#($&<#$/)$#,,(&*($-%$! *C,! K:))+#%5*(%:#,%#,(&+)$#(! 9$&=$#6$(?! +)! 7+2)$&5,*)5$%(! @+! 8$<5:))$#?!6$##:./!+#($&C%$-(!,%$!9$&,./%$6$#$#!-$,$(@C%./$#!L:&)$#B!D*9%6!f-%C9a?!$%#$&!6$&!8$&I/)($,($#!A$&8$&?!-*8!%)!g*/&!Uhj]!8$&$%(,!2:C-$#6$!E)12$/C+#-!*8n!VL$9$&!&+#!*#!*6<9$&(%,$)$#(! a:+! =:+C6! #:(! =*#(! a:+&! :=#! 2*)%Ca! (:! ,$$Xh!YGZ>AE"`Ed! e! GZ>d7FFELEZKEd![\\h?!GB!]rr^B!

A%$! ,4)(C%./$!F4(%-5$%($#!*+./!+#($&C%$-(!A$&8+#-! %#!D$+(,./C*#6! @+*CC$&$&,(!6$)!b7CC-$<)$%#$#! ;$&,0#C%./5$%(,&$./(,c?! =$C./$,! ,%./! *+,! 6$#! 7&(%5$C#! U! +#6! [! 6$,! `&+#6-$,$(@$,!Y``^!$&-%8(B!D$)@+2:C-$!/*(! N$6$&!3$#,./!6*,!d$./(!I8$&!,$%#$!$%-$#$!;$&,:#!,$C8,(!@+!8$<!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!j!q5:#:)%,./$,! ;&%#@%1! Y*+./n! A%&(,./*2(C%./5$%(,1&%#@%1^! %,(! 6$&! V`&+#6,*(@?! 6*,,! $%#! 8$,(%))($&!E&2:C-!)%(!6$)!-$&%#-,()0-C%./$#!3%(($C$%#,*(@!Y3%#%)*C1&%#@%1^!8@=B!)%(!$%#$)!8$,(%))($#!3%(($C<$%#,*(@!6$&!-&0H()0-C%./$!E&2:C-!Y3*p%)*C1&%#@%1^!$&@%$C(!=$&6$#!,:CCX!YF>f33EL![\U]^!h!D(n!G./*C($!#%$)*C,!$%#$!A$&8+#-?!9:#!6$&!6+!#%./(!=%CC,(?!6*,,!6$%#$!M*)%C%$!,%$!,%$/(B!

,(%))$#?! %#=%$2$&#! ,$%#$! 788%C6+#-! :6$&! ,$%#! L*)$! 8$#+(@(! =$&6$#! 6*&2! Y9-CB! GZ>AELKE![\U]^B!!

Q$%! 6$)!A$&8$&$./(! /$&&,./(! 6$&@$%(%-! 6*,!F$&&%(:&%*C%(4(,1&%#@%1B!D*,!8$6$+($(?! 6*,,! (&:(@!`C:8*C%,%$&+#-!6$&!A%&(,./*2(!N$6$&!G(**(!,$%#$!$%-$#$#?!-$C($#6$#!d$./(,9:&,./&%2($#!%#!Q$<@+-! *+2! 6%$!A$&8+#-!8$,(%))(B! E%#$! %#($&#*(%:#*C$!>*&):#%,%$&+#-!6$,!A$&8$&$./(,!=%&6!N$6:./!+)-$,$(@(!+#6!6%$! $&,($#!-C:8*C%,%$&($#!d%./(C%#%$#!8$,($/$#!8$&$%(,! %)!Q$&$%./!6$&!%&&$2I/&$#6$#!A$&8+#-!,:=%$!%#!6$&!9$&-C$%./$#6$#!A$&8+#-!Y9-CB!GZ>AE"`Ed!e!GZ>d7FFEL<EZKEd![\\h?!GB!]rj^B!A4/&$#6!%#!D$+(,./C*#6!9$&-C$%./$#6$!A$&8+#-!*+2-&+#6!9:#!w!U!PA`!9$&8:($#!=*&?!/*(($!6%$!EP!%#!$%#$&!d%./(C%#%$!9:)!\sBU\BUhhr!6%$,$!$&C*+8(?!,:2$&#!,%$!#%./(!%&&$2I/&$#6!%,(!8@=B!6$#!S$&8&*+./$&!(4+,./(!Y9-CB!KRfGG![\\r?!GB!ik]^B!D$##:./!$p%,(%$&(!5$%#!$%#/$%(C%./$,!A$&8$&$./(!*+2!Q*,%,!6$&!EP!@+!,4)(C%./$#!7,1$5($#B!

D%$! &$./(C%./$#! d*/)$#8$6%#-+#-$#?! 6%$! %#! D$+(,./C*#6! *+2! 6%$! A$&8+#-! E%#2C+,,! /*8$#?!=$&6$#!/*+1(,4./C%./! %)!PA`!-$&$-$C(B!D%$,$,!-%C(! N$6:./!*+2-&+#6!,(4#6%-$&!S$&4#6$&+#<-$#! %#! 6$&! A$&8+#-! #+&! *C,! &$./(C%./$! `&+#6C*-$! 2I&! 6*,! A$&8$<! +#6! A$((8$=$&8,&$./(B!D$)$#(,1&$./$#6! %,(! 6+&./! 6%$! d$./(,1&$./+#-! @+! $#(,./$%6$#?! :8! $%#$!A$&8$)*H#*/)$!=$((8$=$&8,=%6&%-U\!%,(!Y9-CB!GZ>AE"`Ed!e!GZ>d7FFELEZKEd![\\h?!GB!]rh^B!

3.5 Werbemittel und Werbeträger

V3$6%*=$&8+#-!8$6$+($(!6$#!F&*#,1:&(!+#6!6%$!S$&8&$%(+#-!=$&8C%./$&!"#2:&)*(%:#$#!I8$&!6%$! Q$C$-+#-! 9:#!A$&8$(&4-$&#!)%(!A$&8$)%(($C#! %)! P)2$C6! 022$#(C%./$&! K:))+#%5*(%:#!-$-$#! $%#! C$%,(+#-,8$@:-$#$,! E#(-$C(?! +)! $%#$! d$*C%,%$&+#-! +#($&#$/)$#,,1$@%2%,./$&!K:))+#%5*(%:#,@%$C$!@+!$&&$%./$#X!YQdP>L![\\h?!GB!ir^B!MI&!$%#$!$&2:C-&$%./$!O8$&)%((C+#-!6$&!A$&8$8:(,./*2(!,1%$C(!6%$!7+,=*/C!+#6!K:)8%#*(%:#!6$&!A$&8$)%(($C!,:=%$!6$&!A$&8$<(&4-$&! $%#$! 8$6$+($#6$! d:CC$! 2I&! $%#$! $&2:C-&$%./$! A$&8$,(&*($-%$! Y9-CB! "M>! KqRL! [\U]8^B!P#($&!A$&8$)%(($C!=%&6!6*8$%!6*,! V7+,6&+.5,)%(($C!6$&!A$&8+#-! t9$&,(*#6$#u?! %#!6$)!6%$!*+,! 6$#! A$&8$@%$C$#! *8-$C$%($($! A$&8$8:(,./*2(! -$8I#6$C(! +#6! 6*&-$,($CC(! =%&6X! YEGZ>![\U]8^B!A$&8$(&4-$&#!5:))(!6*8$%!6%$!M+#5(%:#!@+?! V6%$!A$&8$8:(,./*2(!*#!6%$!'%$C1$&,:<#$#!/$&*#@+(&*-$#X!YGZ>AE"`Ed!e!GZ>d7FFELEZKEd![\\h?!GB!]\\^B!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!U\!7C,!=$((8$=$&8,=%6&%-! 8@=B! *C,! +#C*+($&$#!A$((8$=$&8!=$&6$#! 6%$!3*H#*/)$#! 9$&,(*#6$#?! 6%$!%&&$2I/&$#6!,%#6!+#6!,:)%(!6*,!=%&(,./*2(C%./$!S$&/*C($#!6$,!D+&./,./#%((,9$&8&*+./$&,! %)!A$,$#(<C%./$#!8$$%#2C+,,$#!Y9-CB!GZ>AE"`Ed!e!GZ>d7FFELEZKEd![\\h?!GB!]rh^!

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`Ed!e!GZ>d7FFELEZKEd![\\h?!GB!]\U^B!

L*./!6$&!E#(,./$%6+#-!I8$&!6*,!A$&8$)%(($C! 50##$#!6%$!1*,,$#6$#!A$&8$(&4-$&?! *C,:!6%$!3$6%$#?!6%$!6%$!A$&8$)%(($C! ,(&$+$#!,:CC$#?!8$,(%))(!=$&6$#! Y9-CB! GZ>AE"`Ed!e!GZ>d7FFEL<EZKEd![\\h?!GB!]\\^?!>%$&8$%!=%&6!@=%,./$#!6$#!$%#@$C#$#!K*($-:&%$#!;&%#()$6%$#?!$C$5(&:#%<,./$#! 3$6%$#?! 3$6%$#! 6$&! 7+H$#=$&8+#-! +#6! 6$&! D%&$5(=$&8+#-! +#($&,./%$6$#?! =$C./$!$8$#2*CC,! +#($&-C%$6$&(!=$&6$#! 50##$#! +#6! N$=$%C,! *#6$&$!3$&5)*C$! *+2=$%,$#! Y9-CB! EGZ>![\U].^B!A$&8$(&4-$&#! 5:))(! ,:)%(! C$(@($#6C%./! 6%$! M+#5(%:#! @+?! 6%$!A$&8$8:(,./*2(! 9:)!G$#6$&!@+)!E)124#-$&!@+!I8$&)%(($C#!Y9-CB!KRfGG![\\r?!GB![hU^B!

D%$!7+,=*/C!9:#!A$&8$)%(($C!+#6!<(&4-$&!=%&6!6+&./!9$&,./%$6$#$!M*5(:&$#!8$,(%))(B!D*<&+#($&!2*CC$#!6*,!8$=:&8$#$!;&:6+5(?!'%$C-&+11$!+#6!6*,!A$&8$@%$C!8@=B!6%$!A$&8$8:(,./*2(!Y9-CB!GZ>AE"`Ed!e!GZ>d7FFELEZKEd![\\h?!GB!]\U^B!

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3.6 Werbewirkungsmodelle

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3.6.1 S-R- und S-O-R-Modelle

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3.6.2 Stufenmodelle

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3.6.4 Elaboration-Likelihood-Modell

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3.7.1 Einstellungstests

A%'!$%&/8'22-&.!:-!'%&'0!_)<3-,8!518!.)<?'!Y-/+%),-&.'&!1-6!3%'!P1-61*/%458!'%&'/!P<&/-O

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3.7.2 Erinnerungstests

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4 Grundlagen der Markenpolitik

4.1 Identitätsbasiertes Markenmanagement

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4.1.1 Markenidentität

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4.1.1.1 Markenherkunft

D%$! 3*&5$#/$&5+#2(! 8%C6$(! 6%$! `&+#6C*-$! 6$&! 3*&5$#%6$#(%(4(! +#6! 8$*#(=:&($(! 6%$! M&*-$!bA:/$&!5:))$#!=%&_cB!MI&!6%$!3*&5$#2I/&+#-!,1%$C(! ,%$!$%#$!$#(,./$%6$#6$!d:CC$!+#6!-$</0&(!@+!6$#!$,,$#(%$CC$#!3$&5)*C$#!6$&!3*&5$#%6$#(%(4(B!G%$!%,(!$#-!)%(!6$&!3*&5$#/%,(:&%$!9$&8+#6$#?! N$6:./! #%./(! -C$%./@+,$(@$#B!A4/&$#6! 6%$!3*&5$#/%,(:&%$! ,4)(C%./$!)*&5$#8$<@:-$#$!E&$%-#%,,$!*+,!6$&!S$&-*#-$#/$%(!*+2-&$%2(?!,:!&$1&4,$#(%$&(!6%$!3*&5$#/$&5+#2(!#+&!$%#$#!*+,,./C*--$8$#6$#!Q$,(*#6($%C!6$&!3*&5$#/%,(:&%$B!L+&!6%$!=%./(%-,($#!E&$%-#%,,$!2I&!6%$!E#(=%.5C+#-!6$&!3*&5$!=$&6$#!%#!6$&!3*&5$#/$&5+#2(!@+!$%#$)!b%#2:&)*(%:#!./+#5cUi!2$,(-$/*C($#! Y9-CB! QR"LD7! e! QPd37LL! [\\]?! GB! kj2B^B! D%$! 3*&5$#/$&5+#2(! %,(! -$-$#I8$&! 6$&!3*&5$#/%,(:&%$! $%#$! 6+&./! 6*,! 3*&5$#)*#*-$)$#(! VC*#-2&%,(%-! -$,(*C(8*&$! "6$#(%(4(,5:)<1:#$#($X!YQPd37LL!e!QR"LD7!e!L"FGZ>KE![\\]?!GB!Uj^?!6%$!%)!"6$*C2*CC!*CC$#!=$%($&$#!75(%9%(4<($#!6$,!3*&5$#)*#*-$)$#(,!`C*+8=I&6%-5$%(!+#6!7+(/$#(%@%(4(!@+5:))$#! C4,,(B!D%$!3*&<5$#/$&5+#2(! 5*##! 6$)#*./! 6%$!3*&5$#%6$#(%(4(! ,(*&5! 1&4-$#! +#6! ,($CC(! 6%$!A+&@$C#! $%#$&!3*&5$?!*C,:!%/&$#!P&,1&+#-?!6*&B!

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C%,%$&+#-!#%./(!%))$&!$%#6$+(%-!$&5$##8*&?!=$,/*C8!6%$!L*./2&*-$&!*+2!6%$!,:-$#*##($#!b.+C<(+&*C! .+$,cUk!@+&I.5-&$%2$#B!D%$,$! ,%#6! :2()*C,! -&$%28*&$&! *C,! ,1$@%2%,./$?! -$:-&*1/%,./$! "#<2:&)*(%:#$#!@+)!>$&5+#2(,C*#6!+#6!50##$#!6$##:./!$%#$!-$=%,,$!d%./(+#-!@+&!-$:-&*1/%<,./$#!78-&$#@+#-! -$8$#B! D%$! 6&%(($! +#6! ,:)%(! C$(@($!D%)$#,%:#! %,(! 6%$! %#,(%(+(%:#$CC$!>$&<5+#2(!+#6!-%8(!7+,5+#2(!I8$&!6$#!P&,1&+#-!$%#$&!3*&5$! %#!$%#$&!8$,(%))($#!Q&*#./$!:6$&!f&-*#%,*(%:#B!G:!50##$#!3*&5$#!,(*&5!)%(! %/&$&!3+(($&)*&5$! %#!S$&8%#6+#-!-$8&*./(!=$&<6$#B!'+!6$#!=%./(%-$#!K:)1:#$#($#!6$&!%#,(%(+(%:#$CC$#!>$&5+#2(!@4/C$#!6%$!Q&*#./$#8&4+<./$?!6%$!P#($&#$/)$#,5+C(+&!+#6!6%$!P#($&#$/)$#,-&I#6$&B!D%$!3*&5$#%6$#(%(4(!5*##!9:&!*CC$)!9:#!6$#!P#($&#$/)$#,-&I#6$&#!+#6! <2I/&$&#! ,(*&5!8$$%#2C+,,(!+#6!-$1&4-(!=$&6$#B!Q$%,1%$C,=$%,$!,($/(!D&B!ZC*+,!>%11!*C,!P#($&#$/)$#,2I/&$&!)%(!,$%#$)!L*)$#!2I&!6%$!J+*C%<(4(! 6$&! ;&:6+5($! 6$&! Q*8a#*/&+#-,)*&5$! b>%11c?! =:6+&./! 6$&! %#,(%(+(%:#$CC$! Q$@+-! 9:)!L*./2&*-$&!=*/&-$#:))$#!+#6!%6$#(%2%@%$&(!=$&6$#!5*##!Y9-CB!QPd37LL!e!QR"LD7!e!L"FGZ>KE![\\]?!GB!Uh2B^B!!

'+,*))$#-$2*,,(!6$2%#%$&$#!QR"LD7!+#6!QPd37LL!Y[\\]?!GB!]h^!6%$!3*&5$#/$&5+#2(!*C,!V`$<,*)(/$%(! *CC$&! -$:-&*1/%,./$#?! 5+C(+&$CC$#! +#6! %#,(%(+(%:#$CC$#! E%#2CI,,$?! 6%$! 2$,(C$-$#?! 9:#!=:?! =$)! :6$&! =*,! $%#$! 3*&5$! $#(,(*))(XB! D+&./! 6%$! >$&9:&/$8+#-! 6$&! $%#@$C#$#! >$&<5+#2(,2*.$(($#! 5*##! 6*,! 3*&5$#)*#*-$)$#(! 6%$! =*/&-$#:))$#$! >$&5+#2(! $%#$&! 3*&5$!C*#-2&%,(%-!9$&4#6$&#!+#6!1&4-$#!Y9-CB!QPd37LL!e!QR"LD7!e!L"FGZ>KE![\\]?!GB![\^B!

4.1.1.2 Markenvision

D%$!3*&5$#9%,%:#!5C4&(!6%$!M&*-$!bA:/%#!=:CC$#!=%&_c!+#6!8$@%$/(!,%./!%6$#(%(4(,,(%2($#6!*+2!6*,!'+5+#2(,9$&/*C($#!6$&!3*&5$B!G%$!&$1&4,$#(%$&(!$%#$#!=$,$#(C%./$#!Q$,(*#6($%C!6$&!3*&<5$#%6$#(%(4(! +#6! -%8(! 6%$! *+2! 2I#2! 8%,! @$/#! g*/&$! *+,-$C$-($!E#(=%.5C+#-,&%./(+#-! 9:&! Y9-CB!QR"LD7![\\s?!GB!U\k^B!>%$&2I&!=$&6$#!8%C6/*2(<$):(%:#*C$!R$%(C%#%$#!$#(=%.5$C(?!6%$!,./C%$H<C%./!6%$!Q$6$+(+#-!+#6!M+#5(%:#!6$&!3*&5$!8$%!6$&!d$*C%,%$&+#-!6$&! C*#-2&%,(%-$#?! ,(&*($-%<,./$#!P#($&#$/)$#,@%$C$!!6*&,($CC$#!,:CC$#!Y9-CB!78,./#%((!]B[^B!D%$!3*&5$#@%$C$!,%#6!N$6:./!5:#5&$(%,%$&($&!+#6!6+&./!$%#$#!5C$%#$&$#!'$%(&*/)$#!-$5$##@$%./#$(!Y9-CB!QPd37LL!e!QR"L<D7!e!L"FGZ>KE![\\]?!GB![[^B!D%$!3*&5$#9%,%:#!6%$#(!,:)%(!$/$&!*C,!V3:(%9*(%:#,<!+#6!"#,1%&*(%<:#,v+$CC$?! 6%$! 6%$! @+5I#2(%-$! E#(=%.5C+#-! $%#$&!3*&5$! 2I&! 6%$! %#($&#$#!Q$@+-,-&+11$#! $&<2*,,8*&!)*./(X!YQR"LD7![\\s?!GB!U\k^B!R$(@($#6C%./!*-%$&(!6%$!3*&5$#9%,%:#!*C,:!*C,!K::&6%#*<(%:#,2+#5(%:#! I8$&! 6%$! '$%(! +#6! ,($CC(! $%#! +#($&#$/)$#,=$%($,?!)%(! 6$#!3*&5$#@%$C$#! 5:#<2:&)$,!>*#6$C#!,%./$&!Y9-CB!QPd37LL!e!>7R7G'fS"Z>!e!>E337LL![\U[?!GB!ih^B!

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4.1.1.3 Markenkompetenz

L$8$#!6$&!3*&5$#/$&5+#2(!6%$#(!*+./!6%$!3*&5$#5:)1$($#@!*C,!Q*,%,!2I&!6%$!"6$#(%(4(!$%#$&!3*&5$B!3%(!6$&!Q$*#(=:&(+#-!6$&!M&*-$!bA*,!50##$#!=%&_c!&$1&4,$#(%$&(!,%$!6%$!,1$@%2%,./$#!:&-*#%,*(%:#*C$#!M4/%-5$%($#!$%#$,!P#($&#$/)$#,!Y9-CB!QPd37LL!e!QR"LD7!e!L"FGZ>KE![\\]?!GB![\^B!G%$!-%8(!*#?!%#!=$C./$)!Q$&$%./!6%$!3*&5$!$%#$#!/:/$#!L+(@$#!2I&!6$#!L*./2&*-$&!8%$($(?!+#6! -&$%2(! 6*8$%! *+2! 8$,(%))($?! &$C$9*#($! d$,,:+&.$#! +#6! K:)1$($#@$#! 6$,!3+(($&+#($&<#$/)$#,!@+&I.5!Y9-CB!QR"LD7!e!QPd37LL![\\]?!GB![h^B!f2(!=%&6!6$&!Q$-&%22!%#!4C($&$#!3*&5$#<2I/&+#-,*#,4(@$#! *+./! *C,! Ga#:#a)! 2I&! 6%$! ;&:6+5(v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d37LL!e!QR"LD7!e!L"FGZ><KE![\\]?!GB![\2B^B!

4.1.1.4 Markenwerte

Q$%!6$#!3*&5$#=$&($#!YbA:&*#!-C*+8$#!=%&_c^!/*#6$C(!$,!,%./!+)!6%$!`&+#6I8$&@$+-+#-$#!$%#$,!P#($&#$/)$#,?!6%$!6*,!(4-C%./$!S$&/*C($#!8$$%#2C+,,$#B!D+&./!,%$!=%&6!6$&!d*/)$#!2I&!,(&*($-%,./$!+#6!:1$&*(%9$!E#(,./$%6+#-$#!-$,$(@(?!=:6+&./!6%$!7&(!6$,!-$-$#=4&(%-$#!3*&<5$#*+2(&%((,!6$($&)%#%$&(!=%&6!Y9-CB!GZ>7RRE>L![\UU?!GB!si^B!G7FFREd!+#6!SqRZKLEd!Y[\\r?!GB!Urh^!6$2%#%$&$#!6$#!3*&5$#=$&(! YQ&*#6!Ev+%(a^!*C,! V6$#N$#%-$#!A$&(?!6$&!)%(!6$)!L*)$#!:6$&!Ga)8:C!6$&!3*&5$!9$&8+#6$#!%,(XB!E&!8&%#-(!6$)#*./!V=%./(%-$!$):(%:#*C$!K:)1:#$#<($#!6$&!3*&5$#%6$#(%(4(!,:=%$!6%$!AI#,./$!6$&!&$C$9*#($#!'%$C-&+11$#!*#!$%#$!%6$*C$!3*&5$!@+)!7+,6&+.5X!YQPd37LL!e!>7R7G'fS"Z>!e!>E337LL![\U[?!GB!k[^B!'+,*))$#!)%(!6$&!G($%-$<&+#-!6$&!3*&5$#,(4&5$!-%C(!6%$!G($%-$&+#-!6$,!A$&($,!*C,!:8$&,($,!'%$C!6$&!3*&5$#2I/&+#-!%#!6$)! %6$#(%(4(,8*,%$&($#! 3*&5$#)*#*-$)$#(*#,*(@B! g$6:./! 5*##! 6$&! 3*&5$#=$&(! N$! #*./!'=$.5!+#6!3*&5$#9$&,(4#6#%,!+#($&,./%$6C%./!*8-$-&$#@(!=$&6$#B!D*8$%!=%&6!@=%,./$#!6$#!

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4.1.1.5 Markenpersönlichkeit

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4.1.1.6 Markenleistung

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4.3 Markenbekanntheit

3%(!>%C2$!6$&!3*&5$#8$5*##(/$%(!@+,*))$#!)%(!6$)!3*&5$#%)*-$!6$&!$p($&#$#!'%$C-&+11$#!5*##! I8$&1&I2(! =$&6$#?! %#=%$=$%(! 6%$! *#-$,(&$8($! S$&)%((C+#-! 6$&!3*&5$#%6$#(%(4(! 6+&./!6%$!3*&5$#1:,%(%:#%$&+#-!$&2:C-&$%./!=*&B!D*8$%!6$2%#%$&$#!G7FFREd!+#6!SqRZKLEd!Y[\\r?!GB!sj^!6%$!3*&5$#8$5*##(/$%(!*C,!VM4/%-5$%(!1:($#@%$CC$&!L*./2&*-$&?!$%#!3*&5$#@$%./$#!@+!$&<%##$&#!YQ&*#6!d$.*CC^!:6$&!=%$6$&!@+!$&5$##$#!YQ&*#6!d$.:-#%(%:#^XB!D%$!E&%##$&+#-!*#!$%#$!3*&5$!=%&6!*+./!*C,!+#-$,(I(@($!3*&5$#8$5*##(/$%(!8$@$%./#$(B!D%$!A%$6$&$&5$##+#-!6*<-$-$#!%,(!$%#$!-$,(I(@($!3*&5$#8$5*##(/$%(!Y9-CB!*+./!78,./#%((!]BrB[^B!E&,($&$! %,(!6$)#*./!$%#$!*5(%9$!Q$5*##(/$%(!$%#$&!3*&5$?!6%$! %#!6$&!;,a./$!6$,!K:#,+)$#($#! 2$,(!9$&*#5$&(! %,(!+#6!*+2!6%$!,%./!6$&!L*./2&*-$&!8$@%$/(B!",(!6%$,$&!*C,:!Q$6I&2#%,&$%@$#!*+,-$,$(@(!:6$&!=%&6!:/#$!3*&5$#8$@+-!#*./!$%#$&!;&:6+5(5*($-:&%$!-$2&*-(?!5*##!$&!,%./!*#!6%$!3*&5$!:/#$!>%C<2$,($CC+#-$#! $&%##$&#! Y9-CB! QR"LD7! [\\s?! GB! UUU^B! D%$! '+:&6#+#-! @=%,./$#!3*&5$! +#6! ;&:<6+5(5*($-:&%$! 5*##! ,%./! 6*8$%! *+./! I8$&! )$/&$&$! K*($-:&%$#! $&,(&$.5$#B! E,! )+,,! N$6:./!8$*./($(!=$&6$#?!6*,,!6%$,$!'+:&6#+#-!*+./!,(*((2%#6$(!+#6!#%./(!#+&!$%#$!Q$5*##(/$%(!6$&!3*&5$!*CC$%#!:/#$!Q$@+-!@+&!K*($-:&%$!9:&C%$-(B!G:)%(!-%C(!=$%($&/%#?!6*,,!V3*&5$#8$5*##(</$%(!tBBBu!#%./(!#+&!*C,!6%./:(:)$!Y$%#$!3*&5$!%,(!8$5*##(!:6$&!+#8$5*##(^?!,:#6$&#!*+./!*C,!5:#(%#+%$&C%./$!`&0H$!9$&,(*#6$#!=$&6$#!t5*##uX!YG7FFREd!e!SqRZKLEd![\\r?!GB!sh^B!!

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4.4 Markenwahrnehmung und -interpretation

P#($&! 6$&!3*&5$#=*/&#$/)+#-! 9$&,($/(!)*#! 6$#! V;&:@$,,! 6$&! 7+2#*/)$?! f&6#+#-?! 7+,<=*/C! +#6! "#($&1&$(*(%:#! 9:#!)*&5$#8$@:-$#$#! "#2:&)*(%:#$#X! YK"R"7L! [\Ui^B! D*8$%! /4#-(!6%$!A*/&#$/)+#-!#$8$#!6$#!1/a,%5*C%,./$#!G(%)+C%!*+./!9:#!6$&!Q$@%$/+#-!6%$,$&!G(%)+C%!@+&!P)-$8+#-!*8B!D$,!A$%($&$#!,1%$C$#!*+./!6%$!Q$6%#-+#-$#!6$,! "#6%9%6++),!,$C8,(!$%#$!d:CC$B! G:)%(!50##$#!@=$%!;$&,:#$#?!)%(!6$#,$C8$#!`&+#69:&*+,,$(@+#-$#?! $%#!G(%)+C%!9:CC<,(4#6%-! +#($&,./%$6C%./! =*/&#$/)$#B! '=*&! $&2*,,$#! 8$%6$! ;$&,:#$#! 6$#! $%#-$/$#6$#! "#<2:&)*(%:#,2C+,,!)%(!6$#,$C8$#!G%##$,=*/&#$/)+#-$#?!N$6:./!$&2:C-(?!6%$!E&2*,,+#-?!E%#:&6<#+#-!+#6!"#($&1&$(*(%:#!*+2!+#($&,./%$6C%./$!A$%,$!Y9-CB!KfFREd!e!QR"E3ER!Uhhh?!GB!][j^B!!

4.4.1 Wahrnehmungsprozess

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4.4.2 Neuromarketing in der Markenpolitik

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D$&! ;%C:(! %,(! 6*-$-$#! 6*,! $p1C%@%($! Ga,($)B! >%$&! =$&6$#! 6%$! "#2:&)*(%:#$#! %)! 7&8$%(,-$<64./(#%,!9$&*&8$%($(!+#6!$,!5:))(!@+!$%#$&!;C*#+#-!%#!6%$!'+5+#2(B!A4/&$#6!N$6:./!6$&!7+<(:1%C:(! %))$&! +#($&,./4(@(!=+&6$?! %,(! /$+(@+(*-$! 5C*&?! 6*,,! 6%$,$&! 6%$! $#(,./$%6$#6$!d:CC$!8$%)!S$&/*C($#!6$,!K:#,+)$#($#!,1%$C(!Y9-CB!GZ>E"Ed!e!>ERD![\\r?!GB!h]2B^B!E&!%,(!6*,!G($+$&<&*6?!V=$##!K:#,+)$#($#!*^!+#($&!'$%(6&+.5?!8^!)%(!"#2:&)*(%:#$#!I8$&C*,($(!Yf9$&C:*6^?!.^!=$#%-! %#($&$,,%$&(! +#6! 6^! +#,%./$&! /%#,%./(C%./! $%#$&! E#(,./$%6+#-! ,%#6?! @+)!Q$%,1%$C!=$%C!,%./! @=$%!3*&5$#! ,(*&5! 4/#$C#! :6$&! 6%$! E#(,./$%6+#-! ,$/&! 5:)1C$p! %,(! +#6! 6*)%(! 6%$! 8$<-&$#@($#!K*1*@%(4($#!6$,!$p1C%@%($#!Ga,($),!#%./(!*+,&$%./$#X!YGZ>E"Ed!e!>ERD![\\r?!GB!hk^B!G:)%(!%,(!N$-C%./$&!K:#(*5(!)%(!3*&5$#!*+2!6*,!%)1C%@%($!Ga,($)!@+&I.5@+2I/&$#?!=*,!,./C%$H<C%./!*+./!C*+(!6$)!>*&9*&6<;&:2$,,:&!`$&*C6!'*C()*#!hk!;&:@$#(!6$,!YK*+2<^S$&/*C($#,!,($+<$&(! Y9-CB! GZ>E"Ed!e!>ERD![\\r?! GB! hk^B! G:)%(! -%C(n! VK:))+#%5*(%:#!=%&5(! *+./!=$##!K+#6$#!,%./!#%./(!8$=+,,(!6*&*#!$&%##$&#X!YGZ>E"Ed!e!>ERD![\\s?!GB!kj^B!

4.5 Markenvertrauen

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D*,! S$&(&*+$#! 5*##! @+6$)! %#! 9$&,./%$6$#$#! D%)$#,%:#$#! @+&! `$C(+#-! 5:))$#n! 2+#5<(%:#$CC$&!L+(@$#?!1/a,%,./$&!L+(@$#?!;&$%,<R$%,(+#-,9$&/4C(#%,?!1,a./:C:-%,./$&!L+(@$#!+#6!,:@%*C$&!L+(@$#B!Q$%!6$)!S$&(&*+$#!%#!6$#!+.*:&0%*(//(*![.&F(*!6$,!3*&5$#1&:6+5($,!-$/(!

$,!+)!6*,!S$&(&*+$#!%#!6%$!J+*C%(4(!+#6!;&:6+5($%-$#,./*2($#?!:/#$!30-C%./5$%(!6%$,$!=*/&<@+#$/)$#B!D%$!Q*,%,!6$,!$'#)0)?'(*![.&F(*)!6*-$-$#!8$,./&$%8(!6*,!S$&(&*+$#! %#!6%$!-$<,+#6/$%(C%./$#! M:C-$#! 6$,! K:#,+),B! A$%($&/%#! 5*##! *+./! S$&(&*+$#! %#! 6*,! `,(0)AM(0)A&.*1);(,'C/&*0)!8$,($/$#B!>%$&8$%!-$/(!6$&!K:#,+)$#(!6*9:#!*+,?!2I&!6$#!;&$%,!6%$!$&=*&($<($!R$%,(+#-!@+!$&/*C($#B!>%#,%./(C%./!6$&!>:22#+#-!)%(!6$&!3*&5$#=*/C?!6%$!K:#-&+$#@!@+)!G$C8,(5:#@$1(!/$&@+,($CC$#?! C%$-(!6*,!S$&(&*+$#! %#!6$#!$)#?'%/%10)?'(*! [.&F(*B!D%$! C$(@($!S$&(&*+$#,6%)$#,%:#! 8$&+/(! *+2! 6$)! )%F07/(*! [.&F(*B!A%$! *+./! 8$%! 6$&! 1,a./:C:-%,./$#!E8$#$!8*,%$&(!*+./!6%$,$,!S$&(&*+$#!*+2!6$&!G$C8,(5:#-&+$#@(/$:&%$?! *CC$&6%#-,!*+2!6*,! ,:<@%*C$! G$C8,(! 8$@:-$#B! D$&! K:#,+)$#(! 9$&(&*+(! 6*8$%! *+2! 6$#! E&/*C(! ,:@%*C$&! 7#$&5$##+#-!Y9-CB!`PFg7>d![\UU?!GB!kh2B^B!

4.6 Markenauthentizität

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-$#!$#(,./$%6$#6$,!D%22$&$#@%$&+#-,5&%($&%+)B!L*./!GZ>7RRE>L!Y[\UU?!GB!]j^!%,(!7+(/$#(%@%(4(!6*,! V7+,)*H! %6$#(%(4(,8$@:-$#$&! >*#6C+#-,9$&+&,*./+#-XB! D$)#*./! /4#-(! 6%$! 3*&5$#<*+(/$#(%@%(4(! 9:#!6$&! "6$#(%(4(! $%#$&!3*&5$!*8B!D*&*+,! 2:C-(?! 6*,,!8$%! $%#$)!/:/$#!E%#2C+,,!6$&! "6$#(%(4(!*+2!6%$!>*#6C+#-$#!$%#$&!3*&5$!6%$,$!*C,!,$/&!*+(/$#(%,./!-%C(B!D*!6%$!K:#,+<)$#($#!,%./!C$6%-C%./!I8$&!1$&,0#C%./$!E&2*/&+#-$#!$%#!,+8N$5(%9$,!Q%C6!6$&!3*&5$#%6$#(%(4(!$&,($CC$#?!%,(!6%$!7+(/$#(%@%(4(,8$+&($%C+#-!6+&./!6$#!L*./2&*-$&!*8/4#-%-!9:#!$p($&#!=*/&<#$/)8*&$#!"#6%5*(:&$#!Y9-CB!QPd37LL!e!>7R7G'fS"Z>!e!>E337LL![\U[?!GB!js^B!

GZ>7RRE>L! Y[\UU?! GB! Usj^! %6$#(%2%@%$&($! )%(! ,$%#$)! 3:6$CC! @+&! E&5C4&+#-! 6$&! 3*&5$#<*+(/$#(%@%(4(!6&$%!D%)$#,%:#$#?!6+&./!6%$!6%$!9:#!6$&!'%$C-&+11$!=*/&-$#:))$#$!7+(/$#(%<@%(4(!6$&!3*&5$!-$1&4-(!=%&6B!D*&+#($&!2*CC$#!6%$!K:#(%#+%(4(?!6%$!K:#,%,($#@!+#6!6%$!"#6%9%<6+*C%(4(?!=:8$%!C*+(!6$&!G(+6%$!6%$!"#6%9%6+*C%(4(!$%#$#!,./=4./$&$#!E%#2C+,,!*C,!6%$!*#6$&$#!D$($&)%#*#($#! *+,I8(B! D%$!K:#(%#+%(4(! $%#$&!3*&5$! %,(! 6%$! V=*/&-$#:))$#$!O8$&$%#,(%)<)+#-!6$,!3*&5$##+(@$#9$&,1&$./$#,!)%(!6$#N$#%-$#!3$&5)*C$#?!6%$!$%#$!3*&5$!I8$&!$%#$#!C4#-$&$#!'$%(9$&C*+2!8$%8$/*C($#!/*(X!YGZ>7RRE>L![\UU?!GB!j]^B!D%$!A*/&#$/)+#-!9:#!K:#(%<#+%(4(! (&%((! $&,(! 6*##! $%#?! =$##! $%#! %)! K$&#! -C$%./8C$%8$#6$,!3*&5$#9$&/*C($#! I8$&! $%#$#!-&0H$&$#!'$%(&*+)!/%#=$-!-$=4/&C$%,($(!%,(B!E&,(!*+2!6%$,$&!`&+#6C*-$!5*##!$%#$!9$&-*#-$#</$%(,8$@:-$#$! G(%))%-5$%(! 6$,! 3*&5$##+(@$#9$&,1&$./$#,! 8$+&($%C(! =$&6$#B! S$&$%#2*./(!8$6$+($(! 6%$,n! A$##! 6*,! 3*&5$##+(@$#9$&,1&$./$#! 6%$! 5:#(%#+%(4(,-$1&4-($#! 3$&5)*C$!8$%8$/4C(?!,:!5*##!6*,!*8-$-$8$#$!S$&,1&$./$#!$%#$&!3*&5$!I8$&!6*,!9$&-*#-$#$!S$&/*C($#!8$,(4(%-(!=$&6$#!Y9-CB!GZ>7RRE>L![\UU?!GB!j]l!GZ>7RRE>L![\UU?!GB!U[j^B!D%$!K:#,%,($#@!6*-$<-$#!8$,./&$%8(!6%$!V=*/&-$#:))$#$!O8$&$%#,(%))+#-!6$,!3*&5$##+(@$#9$&,1&$./$#,!)%(!6$#N$#%-$#!3$&5)*C$#?! 6%$! $%#$!3*&5$! I8$&! %/&! -$-$#=4&(%-$,!3*&5$#9$&/*C($#! @+)!7+,<6&+.5!8&%#-(X! YGZ>7RRE>L![\UU?!GB!j]^B!D*8$%!,$(@(!6%$!A*/&#$/)+#-!6$&!K:#,%,($#@!$%#! %#!,%./! =%6$&,1&+./,2&$%$,! 3*&5$#9$&/*C($#! 9:&*+,B! E&,(! 6*&*+2! *+28*+$#6! C%$-(! $%#$! )$&5<)*C,8$@:-$#$! Q$@+-,-&0H$! 2I&! 6%$! Q$+&($%C+#-! 6$&! -$-$#=*&(,8$@:-$#$#! G(%))%-5$%(! 6$,!3*&5$##+(@$#9$&,1&$./$#,!9:&B!A$%,(!6$)#*./!$%#$!3*&5$!$%#!/:/$,!7+,)*H!*#!K:#,%,($#@!*+2?!,:!5*##!6*,!3*&5$##+(@$#9$&,1&$./$#!*#!*CC$#!3*&5$#<K:#(*5(1+#5($#!=%6$&,1&+./,<2&$%!+#6!+)2*,,$#6!$%#-$C0,(!=$&6$#! Y9-CB! GZ>7RRE>L![\UU?!GB!j]l!GZ>7RRE>L![\UU?!GB!U[k^B!D%$! 6&%(($! D%)$#,%:#?! 6%$! "#6%9%6+*C%(4(?! =%&6! *C,! V=*/&-$#:))$#$! O8$&$%#,(%))+#-! 6$,!3*&5$##+(@$#9$&,1&$./$#,! )%(! 6$#N$#%-$#! 3$&5)*C$#?! 6%$! $%#$! 3*&5$! %)! S$&-C$%./! @+!A$((8$=$&8$#!$%#@%-*&(%-!+#6!+#9$&=$./,$C8*&!)*./$#X!YGZ>7RRE>L![\UU?!GB!j]^?!6$2%#%$&(B!D%$!A*/&#$/)+#-!6$&!"#6%9%6+*C%(4(!(&%((!*C,:!6*##!$%#?!=$##!6*,!3*&5$##+(@$#9$&,1&$./$#!I8$&! 6*,!3*&5$#9$&/*C($#! %#6%9%6+$CC! +)-$,$(@(!=%&6! +#6! @+6$)!5$%#$!A$((8$=$&8$&! 5:<1%$&(!=$&6$#!Y9-CB!GZ>7RRE>L![\UU?!GB!U]\^B

5 Einsatz von Testimonials in der Markenkom-munikation

5.1 Entwicklung von Testimonialwerbung in Deutsch-land

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D%$!;&:)%#$#($#!@+!N$#$&!'$%(!,%#6!1&%)4&!3:#*&./$#?!76C%-$?!8$&I/)($!G(**(,)4##$&!:6$&!*8$&! *+./!;$&,0#C%./5$%($#! -$=$,$#?! 6%$! 6+&./!8$,:#6$&$! R$%,(+#-$#! *+2-$2*CC$#! ,%#6?!=%$!@BQB!G./&%2(,($CC$&!:6$&!K:)1:#%,($#B!G:!#+(@($!6%$!K:8C$#@$&!G$5(<!+#6!A$%#5$CC$&$%!bD$%#</*&6(!m!Z:Bc!6%$!Q$,+./$!9:#!K*%,$&%#!7+-+,(*!Ujrk!+#6!K*%,$&!A%C/$C)!""B!Ujhr!2I&!$&2:C-<&$%./$! ")*-$5*)1*-#$#B! 7+./! K:#2%,$+&$! 5&$%$&$#! 3:@*&(5+-$C#! +#6! L*1:C$:#,./#%(($#!+#6!-&$%2$#!6*)%(!1&:)%#$#($!;$&,0#C%./5$%($#!*+2?!+)!6$#!78,*(@!@+!,($%-$&#B!3%(!6$)!7+2<,./=+#-!6$,!E%#,*(@$,!9:#!1&:)%#$#($#!3*&5$#8:(,./*2($&#!/*8$#!,%./!*+./!;$&,0#C%./5$%<($#!/$&*+,5&%,(*CC%,%$&(?!6%$!8$,:#6$&,!8$-$/&(!%#!6$&!3*&5$#5:))+#%5*(%:#!=*&$#B!G:!5:##<($!6$&!d$%./,5*#@C$&!MI&,(!Q%,)*&.5! YUjUk<Ujhj^!;&:6+5($#!$%#!1:,%(%9$,! ")*-$!9$&C$%/$#?!=$,/*C8!Q%,)*&.5!$%#!/4+2%-!9$&=$#6$($,!F$,(%):#%*C!=+&6$B!E&!=*&!6$&!V3$6%$#,(*&!$%#$,!*#6$&$#!'$%(*C($&,X!YGF"MFPL`!>7PG!DEd!`EGZ>"Z>FE!DEd!QPLDEGdE;PQR"K!DEPFGZ>R7LD![\\U?!GB![\^B!!

Einsatz von Testimonials in der Markenkommunikation

G:!/*(! ,%./!6*,!S$&=$#6$#!9:#!F$,(%):#%*C,! %#!6$&!3*&5$#5:))+#%5*(%:#!8%,!/$+($!#%./(!9$&4#6$&(B! G./:#!d*%#$&!'%))$&)*##?!6*)*C%-$&!ZEf!6$&!=$C(=$%(*-%$&$#6$#!A$&8$*-$#<(+&!QQDf?!8$/*+1($($?!6*,,!$,!5$%#!-&0H$&$,!;&:N$5(!-%8(!:/#$!6$#!E%#,*(@!9:#!1&:)%#$#($#!F$,(%):#%*C,B!G:)%(!,%#6!;&:)%#$#($!8$%!P#($&#$/)$#!+#6!7-$#(+&$#!-C$%./$&)*H$#!8$C%$8(!+#6! =$&6$#! *+./! %#! 6$&! /$+(%-$#! '$%(! -$&#$! 9$&=$#6$(B! D*8$%! ,:CC! N$6:./! #%./(! *+2! 6%$!")*-$12C$-$!6$,!;&:)%#$#($#?! ,:#6$&#!9%$C)$/&!6$&!3*&5$!$%#-$-*#-$#!=$&6$#! Y9-CB! GF"M<FPL`!>7PG!DEd!`EGZ>"Z>FE!DEd!QPLDEGdE;PQR"K!DEPFGZ>R7LD![\\U?!GB![\2B^B!7+2-&+#6!6$,!9%$C<9$&,1&$./$#6$#!E&2:C-,!=+&6$!6%$,$&!E22$5(!V)*&5(-$&$./(!9:&8$&$%($(!+#6!*+,-$,./C*./($(X!YGF"MFPL`!>7PG!DEd!`EGZ>"Z>FE!DEd!QPLDEGdE;PQR"K!DEPFGZ>R7LD![\\U?!GB![U^B!D%$,!/*(!N$6:./!@+&!M:C-$?!6*,,!6$&!E&2:C-!9:#!A$&8+#-!)%(!1&:)%#$#($#!3*&5$#8:(,./*2($&#!%#!6$#!C$(@($#!g*/&$#!,(*&5!#*./-$C*,,$#!/*(!+#6!6$&!E%#,*(@!9:#!D+&./,./#%((,8I&-$&#!,(4&5$&!%#!6$#!S:&<6$&-&+#6!-$&4(B!G./C%$HC%./!$&-*8!$%#$!G(+6%$!6$&!`2K<F$p(%C=%&(,./*2(?!6*,,!&+#6!jU!;&:@$#(!6$&! Q$2&*-($#! D+&./,./#%((,8I&-$&! *C,! A$&8$-$,%./($&! %#! 6$&! 3:6$8&*#./$! 8$9:&@+-$#!=I&6$#! Y9-CB! dqGZ>! [\UU^B! E,! 8C$%8(! *C,:! 6%$! M&*-$! 8$,($/$#?! :8! %#! 6$&! #*/$#! '+5+#2(! $%#!A*#6$C!%#!6$&!A$&8$8&*#./$!/%#,%./(C%./!6$,!E%#,*(@$,!9:#!F$,(%):#%*C,!8$9:&,($/(B!!

5.2 Funktionen und Ziele von Testimonials

A4/&$#6!2&I/$&!6%$!P#($&#$/)$&!,$C8,(!)%(! %/&$#!3*&5$#!%#!S$&8%#6+#-!-$8&*./(!=+&6$#?!,:!,%#6!$,!/$+(@+(*-$!*+,-$=4/C($!3*&5$#2I&,1&$./$&?!8$%!6$#!;$&,0#C%./5$%($#!6$,!022$#(C%<./$#!R$8$#,!8$,:#6$&,!8$C%$8(!,%#6B!"#!$(=*!N$6$)!#$+#($#!A$&8$,1:(!(&$($#!;&:)%#$#($!*C,!MI&,1&$./$&!$%#$&!3*&5$!*+2!Y9-CB!K"R"7L![\U[.?!GB!Usj2B^B!D%$,$!,%#6!N$6:./!N$!#*./!Q$5*##(</$%(,-&*6!)%(!/:/$#!K:,($#!9$&8+#6$#B!G:!2*#-$#!6%$!>:#:&*&$!2I&!$%#$!A$&8$1*&(#$&,./*2(!8$%! &$-%:#*C$#!;&:)%#$#($#!8$%!]\B\\\!E+&:!*#!+#6!$#6$#!8$%!A$C(,(*&,?!=%$!@+)!Q$%,1%$C!`$:&-$! ZC::#$a?! 8$%! 8%,! @+! U?h! 3%CC%:#$#! E+&:! Y9-CB! GF7dG! m! ZfLZE;F"fLG! [\Ui^B! D+&./<,./#%((,8I&-$&!,%#6!8$%!=$%($)!8%CC%-$&B!G:!$&/%$C(!$%#!F$,(%):#%*C!6$&!bM%$C)*##c!A$&8+#-!$%#$!`*-$!9:#!k\\!E+&:!Y9-CB!7;;![\U]^B!7+2-&+#6!6$,,$#!-&$%2$#!9$&,./%$6$#$!3*&5$#!*+2!D+&./,./#%((,8I&-$&!@+&I.5?!6%$!1:($#(%$CC$!K+#6$#!&$1&4,$#(%$&$#!,:CC$#B!!

D:./!(&:(@!6$&!N$=$%C%-$#?!+#($&,./%$6C%./$#!Fa1$#!-%8(!$,!$%#$!`$)$%#,*)5$%(!+#($&!%/#$#!W!%/&$!d:CC$!+#6!M+#5(%:#B!G:!,%#6!,./C%$HC%./!3*&5$#8:(,./*2($&!6*2I&!@+,(4#6%-?!V6$&!N$=$%C%<-$#!3*&5$!7+(/$#(%@%(4(!@+!9$&C$%/$#!+#6!,%$!9:&!6$)!$%-$#(C%./$#!K:#(*5(!)%(!6$)!;&:6+5(!:6$&! 6$&!D%$#,(C$%,(+#-! *)!;fG! $&C$88*&! @+!)*./$#X! YK"R"7L! [\U[.?! GB! Ush^B! S:&! *CC$)! *C,!M:C-$!6$&!M%#*#@<!+#6!A%&(,./*2(,5&%,$!9:#![\\r!8%,![\\h!$#(,(*#6!%#!6$#!C$(@($#!g*/&$#!$%#$!

$%#/$&-$/$#6$!S$&(&*+$#,5&%,$B!D*6+&./!-$=*##$#!6%$!)%(! $%#$&!3*&5$! %#!S$&8%#6+#-!-$<8&*./($#!;$&,:#$#!=$%($&!*#!Q$6$+(+#-?!+)!6$#!K:#,+)$#($#!f&%$#(%$&+#-!+#6!G%./$&/$%(!6*&@+8%$($#B! ")! "6$*C2*CC! ,1&$./$#! ,%$! ,%./! $p1C%@%(! 2I&! $%#$!3*&5$! *+,!+#6!8$@$+-$#!6$&$#!R$%,(+#-,24/%-5$%(!Y9-CB!K"R"7L![\U[.?!GB!Ush^B!D:./!6%$,!%,(!9:&!*CC$)!8$%!;&:)%#$#($#!#%./(!%))$&!6$&!M*CCB!G:!8$)$&5($!7#6&$*,!;f`fD7?!`$,$CC,./*2($&!6$&!bQ&*#6)$a$&!3*&5$#8$&*<(+#-c! %#!>*)8+&-?! %#!$%#$)! "#($&9%$=!)%(!bG1%$-$C!f#C%#$cn! V`$#$&$CC! %,(!$,!1&:8C$)*(%,./?!=$##!$%#!;&:)%!2I&!9%$C$!3*&5$#!=%&8(B!L$/)$#!G%$!#+&!M&*#@!Q$.5$#8*+$&!W!6*!=$%H!6:./!5$%#$&!)$/&?! 2I&!=$#!6$&!I8$&/*+1(!#:./!,($/(X! Y;f`fD7![\Ui^B!D$,!A$%($&$#!,%$/(!$&!6$#!E&2:C-! 6*&%#?! $%#$#! %6$*C$#!3*&5$#8:(,./*2($&! @+! /*8$#?! 6$&! 9:#! 6$&!3*&5$! 8@=B! 9:#! 6$)!;&:6+5(!,$C8,(!8$-$%,($&(!%,(!Y9-CB!;f`fD7![\Ui^B!

D*&*+,! C4,,(! ,%./! ,./C%$H$#?! 6*,,! F$,(%):#%*C,?! $-*C! :8! 1&:)%#$#(! :6$&! #%./(?! 6%$! M+#5(%:#!/*8$#?!$p1C%@%(!$%#$!3*&5$!@+!&$1&4,$#(%$&$#?!6%$!,%$!*+./!%)!=*/&$#!R$8$#!#+(@$#!Y=I&6$#^B!A$%($&/%#! ,:CC$#! ,%$! 2I&! 7+2)$&5,*)5$%(! ,:&-$#! +#6! 6%$! ;:,%(%:#%$&+#-! 6+&./! Q$=$%,5&*2(!%#($#,%9%$&$#B!;&:)%#$#($!F$,(%):#%*C,!/*8$#!6*&I8$&!/%#*+,!6$#! ")*-$(&*#,2$&Ur!9:#!,%./!@+&! 3*&5$! *C,! M+#5(%:#! Y9-CB! Q7P3`7dF>! [\\j?! GB! [\i^B! ")! "6$*C2*CC! -$/(! 6%$,$! A$./,$C<,$%(%-5$%(!*+2!1:,%(%9$!7,,:@%*(%:#$#!@=%,./$#!F$,(%):#%*C!+#6!3*&5$!@+&I.5B!D*8$%!6*&2! N$<6:./!#%./(!6*,!d%,%5:!I8$&,$/$#!=$&6$#?!6*,,!#$8$#!6$#!1:,%(%9$#!7,,:@%*(%:#$#!*+./!#$-*<(%9$!E%-$#,./*2($#!I8$&(&*-$#!=$&6$#!50##$#?!6%$!,:)%(!5:#(&*1&:6+5(%9!2I&!6$#!$&=I#,./<($#!E&2:C-!,%#6!Y9-CB!>7`ELDfdM!e!;dO3KE![\\]?!GB!hk! l!GZ>AE"`Ed!e!GZ>d7FFELEZKEd![\\h?!GB!hr^B!

5.3 Erfolgsfaktoren von Testimonialwerbung

D%$! %#!78,./#%((! kB[! -$#*##($#!M+#5(%:#$#!+#6!'%$C$! 50##$#!6+&./!9$&,./%$6$#$!M*5(:&$#!8$$%#2C+,,(!=$&6$#B!7CC$#!M*5(:&$#!9:&*#!)I,,$#!F$,(%):#%*C,!`C*+8=I&6%-5$%(!8$%)!K:#<,+)$#($#!$&@$+-$#B!D%$,!8$,./&$%8(!6*,! ,:-$#*##($!bG:+&.$<3:6$CCcB!E&,(!=$##!6*,!F$,(%<):#%*C!*+,!G%./(!6$,!K:#,+)$#($#!-C*+8=I&6%-!$&,./$%#(?!5*##!$%#$!Q$$%#2C+,,+#-!6$,!3*&<5$#%)*-$,!,(*((2%#6$#!+#6!6*)%(!$%#/$&-$/$#6!6%$!3$%#+#-!%#!6%$!9:)!78,$#6$&!8$@=$.5($!d%./(+#-! -$4#6$&(! =$&6$#! Y9-CB! K"R"7L! [\UU?! GB! U]h^B! D%$! `C*+8=I&6%-5$%(! C4,,(! ,%./! #*./!Q7P3`7dF>!6*8$%!%#!K:)1$($#@!8@=B!G*./9$&,(*#6!+#6!%#!S$&(&*+$#,=I&6%-5$%(!+#($&($%C$#B!R$(@($&$! =%&6! ,./C%$HC%./! 6+&./! 6%$! =*/&/$%(,-$)4H$! Q$&%./($&,(*((+#-! 6$,! F$,(%):#%*C,!

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*+,-$6&I.5(!Y9-CB!Q7P3`7dF>![\\j?!GB![\i^B!D%$!`C*+8=I&6%-5$%(!5*##!6*8$%!,:=:/C!*+2!6%$!D+&./,./#%((,8I&-$&! *C,! *+./! *+2! 6%$! ;&:)%#$#($#! 8$@:-$#!=$&6$#B! G%$! %,(! ,:)%(! 6%$!Q*,%,!$%#$&!$&2:C-&$%./$#!F$,(%):#%*C=$&8+#-B!L*./!6$)!G:+&.$<7#,*(@!(&4-(!*+./!6%$!7((&*5(%9%<(4(! 6$,! F$,(%):#%*C,! @+! 6$)! E&2:C-! $%#$&!3*&5$#5:))+#%5*(%:#! 8$%B! G%$! %,(! 8$,:#6$&,! 8$%!-$&%#-$)! "#9:C9$)$#(! ,$%($#,!6$,!K:#,+)$#($#!=%./(%-?! 6*!/%$&@+! $%#!1$&%1/$&$&!d$%@!8$%!$8$#!6%$,$)!$&@$+-(!=%&6!Y9-CB!Q7P3`7dF>![\\j?!GB![\k^B!D%$!7((&*5(%9%(4(!5*##!6*8$%!%#!6%$!S$&(&*+(/$%(?! Ga)1*(/%$! +#6! x/#C%./5$%(! +#($&($%C(! =$&6$#B! D%$! 6&$%! Q$,(*#6($%C$! #$/)$#!$%#$#!=$,$#(C%./$#! E%#2C+,,! *+2! 6%$! O8$&@$+-+#-! 6$,! K:#,+)$#($#! $%#?! V=$##! 6%$,$&! ,%./!6*@+! ):(%9%$&(! 2I/C(?! ,$%#$! G$C8,(=*/&#$/)+#-?! ,$%#$! ,:@%*C$! d$1+(*(%:#! :6$&! $&2&$+C%./$!d:CC$#8$@%$/+#-$#!*+2@+=$&($#?!%#6$)!$&!,%./!)%(!$%#$)!8$=+#6$&($#!F$,(%):#%*C!%6$#(%2%<@%$&(!+#6!6$,,$#!E%#,($CC+#-!9$&%##$&C%./(X!YK"R"7L![\UU?!GB!Ui\^B!>%$&8$%!%,(!N$6:./!-$,:#6$&(!*+2!6$#!,:-$#*##($#!bS*)1%&$22$5(c!@+!*./($#?!8$%!6$)!6%$!`$2*/&!8$,($/(?!6*,,!6*,!F$,(%<):#%*C!9:#!6$&!$%-$#(C%./$#!3*&5$!*8C$#5(!+#6!6$&!E%#2C+,,!,./C%$HC%./!5$%#$!A%&5+#-!$&@%$C(!Y9-CB!Q7P3`7dF>![\\j?!GB!Uhk^B!!

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E%#!=$%($&$&!M*5(:&!2I&!6$#!E&2:C-!9:#!F$,(%):#%*C=$&8+#-!%,(!6*,!M%((%#-!@=%,./$#!6$&!3*&<5$!+#6!6$)!3*&5$#8:(,./*2($&!Y9-CB!Q7P3`7dF>![\\j?!GB![\k^B!D%$,!C4,,(!,%./!*+2!6%$!b3*(./<+1<>a1:(/$,$c!@+&I.52I/&$#?!6%$!8$,*-(?!6*,,!@=%,./$#!F$,(%):#%*C!+#6!3*&5$!V$%#$!,*./C:<-%,./$! S$&8%#6+#-! YK:#-&+$#@^! 9:&/*#6$#! ,$%#! ,:CC($?! +)!=$&8$=%&5,*)! @+! ,$%#X! YK"R"7L![\UU?!GB!U]j^B

Empirische Studie

6 Empirische Studie

6.1 Methodik und Vorgehensweise

P)!$%#$!$)1%&%,./$!G(+6%$!6+&./2I/&$#!@+!50##$#?!)I,,$#!8$,(%))($!S:&5$/&+#-$#!-$(&:2<2$#!=$&6$#?!=%$!6%$!G(+6%$!*+,,$/$#!+#6!=*,!)%(! %/&!$&&$%./(!=$&6$#!,:CCB!G:)%(!)+,,!,%./!9:&*8! I8$&! 6&$%! Q$&$%./$! `$6*#5$#! -$)*./(!=$&6$#B! '+)! $%#$#!)I,,$#! ,%./! >a1:(/$,$#!I8$&C$-(!=$&6$#?!6%$!)%(/%C2$!6$&!G(+6%$!-$1&I2(!=$&6$#!,:CC$#!+#6!6%$!,:)%(!7+2,./C+,,!I8$&!6$#! 7+28*+! 6$,! M&*-$8:-$#,! -$8$#B! L*./! 6$&! KC*&/$%(! I8$&! G(&+5(+&! +#6! 7+28*+! =$&6$#!M*CC8$%,1%$C$!8$#0(%-(?!6%$!*C,!`&+#6C*-$!6$&!G(+6%$!6%$#$#!+#6! C$(@($#6C%./!6%$!>a1:(/$,$#!1&I2$#!,:CC$#B!'+)!G./C+,,!5:))(!$,!@+&!G(%./1&:8$#&$5&+(%$&+#-?!8$%!6$&!6%$!F$,(1$&,:#$#!*+,-$=4/C(!=$&6$#B!

6.1.1 Aufbau des Fragebogens

Q$%! 6$)! M&*-$8:-$#! /*#6$C(! $,! ,%./! +)! $%#$! f#C%#$+)2&*-$! I8$&! 6%$! Q$2&*-+#-,,:2(=*&$!bJ+$,(Q*.5! P#%1*&5cB! D$&! M&*-$8:-$#! %,(! %#! 9%$&! F/$)$#8C0.5$! +#($&($%C(B! 7C,! M&*-$#(a1!=$&6$#!/*+1(,4./C%./!-$,./C:,,$#$!M&*-$#!9$&=$#6$(B!VQ$%!8#$23+($$#)#)!M&*-$#!-%8(!$,!$%#$!8$-&$#@($!+#6!6$2%#%$&($!7#@*/C!)0-C%./$&!7#(=:&(5*($-:&%$#?!%#!=$C./$!6%$!Q$2&*-+#-,1$&<,:#!%/&$!7#(=:&(!$%#1*,,$#!Yz2:&)*(%$&$#y^!)+,,X!Y;fdGF![\Ui?!GB!k]^B!D*)%(!=%&6!8$@=$.5(?!$%#$#!%6$*C$#!S$&-C$%./!@=%,./$#!6$#!$%#@$C#$#!;&:8*#6$#!@%$/$#!+#6!6%$!E&-$8#%,,$!8$,,$&!*+,=$&($#! @+! 50##$#B! '+,4(@C%./! =%&6! 6%$! E%#2*./#$##+#-! 6$&! -$,./C:,,$#$#! M&*-$#! -$<=4/C(?! =$,/*C8! ,%./! 6$&! L+(@$&! 2I&! $%#$! 7#(=:&(! $#(,./$%6$#!)+,,B! P)! @+! 9$&,./%$6$#$#!F/$)$#!6%$!E%#,($CC+#-!6$,!;&:8*#6$#!@+!$&2:&,./$#?!=$&6$#!6%$!)$%,($#!M&*-$#!,:!2:&)+<C%$&(?!6*,,!$%#$!k<;+#5(<R%5$&(<G5*C*Uj!9$&=$#6$(!=$&6$#!5*##B!>%$&)%(!50##$#!8$,()0-C%./!S$&-C$%./$!-$@:-$#!+#6!$%#$!$%#/$%(C%./$!7+,=$&(+#-!-$=4/&C$%,($(!=$&6$#B!P)!6$#!M&*-$<8:-$#!2I&!6$#!F$%C#$/)$&!@+!9$&$%#2*./$#!+#6!=$%($&/%#!@+!-$=4/&C$%,($#?!6*,,!6%$,$&!6$#!

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D$&! $&,($! M&*-$#8C:.5! 8$,./42(%-(! ,%./! )%(! 6$&! *CC-$)$%#$#! Ga)1*(/%$! @+! A$&8+#-B! >%$&<6+&./! ,:CC! /$&*+,-$2+#6$#! =$&6$#?! =$C./$! A%&5+#-! +#6! E%#,($CC+#-! A$&8+#-! *CC-$)$%#!8$%)!K:#,+)$#($#!/$&9:&&+2(B!D%$,$!E%#,($CC+#-!5*##!,./C%$HC%./!*+./!E%#2C+,,!*+2!6%$!F$,<(%):#%*C=$&8+#-!/*8$#B!A$##! @BQB! $%#$! -&+#6,4(@C%./$!78#$%-+#-! -$-$#I8$&!A$&8+#-!8$<,($/(?!,:!50##$#!6%$!7#(=:&($#!%#!Q$@+-!*+2!6%$!F$,(%):#%*C=$&8+#-!$8$#2*CC,!#$-*(%9!8$$%#<2C+,,(!=$&6$#!+#6!*#6$&,/$&+)B!!

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`&+#6C*-$!6%$#(!/%$&<8$%!6%$!7"D7<M:&)$C!Y9-CB!78,./#%((!]BsB[^?!+)!@+!I8$&1&I2$#?!=%$!=%&5,*)!6%$!$%#@$C#$#!F$,<(%):#%*C2:&)$#!*+2!6$#!K:#,+)$#($#!,%#6B!G:)%(!=%6)$#!,%./!6%$!M&*-$#!6$&!7+2)$&5,*)<5$%(,*#&$-+#-?!6$&! "#($&$,,$#,$#(=%.5C+#-?!6$,!K*+2=+#,./$,!,:=%$!6$&!>*#6C+#-,*8,%./(B!7C,!M&*-$#(a1!=%&6!*+./!/%$&!6%$!R%5$&(<G5*C*!9$&=$#6$(B!'+6$)!=$&6$#!6%$!M&*-$#!,:=:/C!2I&!6%$!1&:)%#$#($#!3*&5$#8:(,./*2($&!*C,!*+./!2I&!6%$!D+&./,./#%((,8I&-$&!-C$%./-$/*C($#?!+)!$%#$#!8$,()0-C%./$#!S$&-C$%./!@%$/$#!+#6!,./C%$HC%./!$%#$!$&,($!7+,,*-$!I8$&!6%$!8$%6$#!F$,(%):#%*C2:&)$#!2:&)+C%$&$#!@+!50##$#B!

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

Empirische Studie

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d$-$C!#+&! 2I&!$%#$!3*&5$!=$&8$#B!7#/*#6!9:#!*5(+$CC$#!A$&8+#-$#!,:=:/C!)%(!;&:)%#$#($#!*C,!*+./!)%(!D+&./,./#%((,8I&-$&#!*C,!3*&5$#8:(,./*2($&#!5*##!6$)#*./!6%$!G(4&5$!6$&!F$,(%<):#%*C<3*&5$#<S$&8%#6+#-! +#6! 6*)%(! $%#/$&-$/$#6!6$&! E&2:C-! #*./-$=%$,$#!=$&6$#B!D*<9:#! *8C$%($#6! 50##$#! 6%$! 1:,%(%9! *+,-$2*CC$#$#! 3*&5$#! *C,! Q$,(! ;&*.(%.$! 6%$#$#?! =:&*#!,./C%$HC%./!>*#6C+#-,$)12$/C+#-$#!2I&!P#($&#$/)$#!$&2*,,(!=$&6$#!50##$#B!

D$&! 9%$&($!+#6! C$(@($!F$%C! 6$&!P)2&*-$!8$@%$/(! ,%./! *+2! 6%$! ,:@%:6$):-&*2%,./$#!D*($#!6$&!K:#,+)$#($#?!+)!6%$!E&-$8#%,,$!8$,,$&!@+:&6#$#!@+!50##$#!+#6!@+!1&I2$#?!=$C./$!`&+11$!9:#!;$&,:#$#!*)!)$%,($#!9$&(&$($#!%,(!+#6!:8!6%$!;&:8*#6$#!,./C%$HC%./!6%$!`&+#6-$,*)(</$%(!=%$6$&,1%$-$C#B!

6.1.2 Auswahl der Fallbeispiele

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Empirische Studie

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6.2 Auswertung der gewonnenen Daten

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Empirische Studie

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Empirische Studie

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Empirische Studie

6.3.1 Nutzwertanalyse der Testimonials

Durchschnittsbürger Prominente

Kriterium Gewichtung

(100) Bewertung

(0-10) Ergebnis Bewertung

(0-10) Ergebnis Aufmerksamkeit 10 Aufmerksamkeitswidmung 10 3 30 6 60

Summe 30 60 AIDA-Modell 25 Aufmerksamkeitsanregung 5 5 25 6 30 Interessensweckung 6 5 30 5 30 Wunsch zur Marke 7 4 28 4 28 Handlung 7 4 28 4 28

Summe 111 116 Eigenschaften 20 Vertrauenswürdigkeit 3 7 21 5 15 Unterhaltsamkeit 3 5 15 6 18 Sympathie 3 6 18 6 18 Glaubwürdigkeit 3 6 18 4 12 Seriosität 3 6 18 5 15 Authentizität 3 6 18 5 15 Nahbarkeit 2 6 12 5 10 Eigennutzung 2 6 12 4 8

Summe 72 63 Brancheneignung 10 Brancheneignung 10 5 50 1 10

Summe 50 10 Wiedererkennungswert 15 Testimonial-Marken-Zuordnung 15 3 45 3 45

Summe 45 45 Kosten 20 Gage 20 8 160 1 20

Summe 160 20

Summe Gesamt 100 468 314 678(//(!Z9![.&Ff(,&7*7/#)(!;%*!6()&0-%*07/f(,8.*133!

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Empirische Studie

6.3.2 Zusammenfassung der Ergebnisse

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7 Überprüfung der Hypothesen

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"#$%&'()(!39! !D+&./,./#%((,8I&-$&! ,%#6! *+(/$#(%,./$&! +#6! ,:)%(! 9$&(&*+$#,<=I&6%-$&!*C,!;&:)%#$#($!%#!6$&!3*&5$#5:))+#%5*(%:#B!!

Überprüfung der Hypothesen

%,(!8$%!6$&!7+(/$#(%@%(4(!5$%#!-&*9%$&$#6$&!P#($&,./%$6!@=%,./$#!D+&./,./#%((,8I&-$&#!+#6!;&:)%#$#($#!@+!$&5$##$#?!=$,/*C8!6%$!>a1:(/$,$!1*+,./*C!#%./(!9$&%2%@%$&(!=$&6$#!5*##B!!

A%$!,./:#!8$%!6$&!7+(/$#(%@%(4(!,%#6!D+&./,./#%((,8I&-$&!*C,!F$,(%):#%*C,!@=*&!#*/8*&$&!*C,!;&:)%#$#($?! N$6:./!#+&!)%(! $%#$)!-$&%#-$#!S:&,1&+#-B!f8=:/C!6%$!1:($#(%$CC$#!K+#6$#! %#!6$&!A$&8+#-!6%$!K:#,+)$#($#! &$1&4,$#(%$&$#! ,:CC$#?! 50##$#!6%$,$! ,%./!#%./(! 9:CC5:))$#!)%(! %/#$#!%6$#(%2%@%$&$#B!G:)%(! %,(!6$&!$%-$#(C%./$!'=$.5!9:#!D+&./,./#%((,8I&-$&#!*C,!3*&<5$#8:(,./*2($&#!#%./(!6%&$5(!-$-$8$#B!D%$!>a1:(/$,$!5*##!*#/*#6!6$&!E&-$8#%,,$!6$&!P#($&<,+./+#-!#%./(!8$,(4(%-(!=$&6$#!+#6!%,(!6$)#*./!2*C,%2%@%$&(B!!

D%$!9%$&($!>a1:(/$,$!5*##!%#!6$)!G%##$!#+&!9*-$!8$*#(=:&($(!=$&6$#B!G./C%$HC%./!%,(!$,!9:#!9$&,./%$6$#$#! $p($&#$#! M*5(:&$#! *8/4#-%-?! :8! $%#$! A$&8+#-! )%(! F$,(%):#%*C,?! ,$%$#! $,!D+&./,./#%((,8I&-$&!:6$&!;&:)%#$#($?!$&2:C-&$%./!%,(!:6$&!#%./(B!G:!%,(!6$&!E&2:C-!9:#!;&:)%<#$#($#!%#!6$&!A$&8+#-!9:#!6$)!Q$5*##(/$%(,-&*6!,:=%$!%)!Q$,:#6$&$#!9:#!6$&!Ga)1*(/%$!8$$%#2C+,,(B!D$##:./!5*##! 2$,(-$/*C($#!=$&6$#?! 6*,,! %#! 6$&! *CC-$)$%#$#?! @+,*))$#2*,,$#<6$#!Q$+&($%C+#-!6$&!@=$%!7&($#!9:#!3*&5$#8:(,./*2($&#!D+&./,./#%((,8I&-$&!8$,,$&!8$=$&<($(!=$&6$#! *C,!;&:)%#$#($B!D+&./,./#%((,8I&-$&!/*8$#! ,:)%(! $%#!1**&!S:&($%C$! /%#,%./(C%./!%/&$&!E%-$#,./*2($#!-$-$#I8$&!6$&!;&:)%#$#($#B!f8!/%$&8$%! N$6:./!1*+,./*C!9:#!E&2:C-!-$<,1&:./$#!=$&6$#!5*##?! %,(!2&*-=I&6%-?!6*!,:=:/C!;&:)%#$#($!*C,!*+./!D+&./,./#%((,8I&-$&!+#($&!k\!;&:@$#(!6$&!@+!$&&$%./$#6$#!;+#5($!%#!6$&!L+(@=$&(*#*Ca,$!$&/*C($#!/*8$#B!G:)%(!5*##!6%$!>a1:(/$,$!#+&!)%(!$%#$)!*8-$,./=4./($#!b$&2:C-&$%./c!9$&%2%@%$&(!=$&6$#B!D+&./<,./#%((,8I&-$&! ,%#6! 6$)#*./! @+,*))$#2*,,$#6! $&2:C-&$%./$&! *C,! ;&:)%#$#($! *+,! 6$&! G%./(!6$&!8$2&*-($#!;$&,:#$#?! N$6:./! %,(! %#!M&*-$!@+!,($CC$#?!:8!=%&5C%./!9:#!E&2:C-!6%$!d$6$!,$%#!5*##B! !

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"#$%&'()(!59! !D+&./,./#%((,8I&-$&! ,%#6! %#!Q$@+-!*+2!6%$!3*&5$#5:))+#%5*(%:#!$&2:C-&$%./$&!*C,!;&:)%#$#($B!!

8 Handlungsempfehlungen

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

D:./! #$8$#! 6$#! '%$C8$,(%))+#-$#! %,(! *+./! 6*,! a0&&0*1! @=%,./$#! 3*&5$! +#6! F$,(%):#%*C!8$,:#6$&,!=%./(%-B!D$)!K:#,+)$#($#!)+,,!-C*+8/*2(!6%$!L+(@+#-!6$&!3*&5$!6+&./!6*,!F$,<(%):#%*C!9$&6$+(C%./(!=$&6$#?!+)!,:)%(!7+(/$#(%@%(4(!@+!,./*22$#B!A%$!6%$!P#($&,+./+#-!$&<-$8$#!/*(?!%,(!$,!8&*#./$#,1$@%2%,./?!=$C./$!7&(!9:#!F$,(%):#%*C!8$,,$&!-$$%-#$(!%,(B!D$&!E%#<,*(@!9:#!;&:)%#$#($#!1*,,(!6*8$%!$/$&!8$%!6$#!Q&*#./$#?!6%$! %/&$)!Q$&+2,2$C6!@+@+:&6#$#!,%#6B! G:!$%-#$#! ,%./!8,1=B!3:6$C,! $/$&! 2I&!6%$!F$p(%C%#6+,(&%$! :6$&! 2I&!6$#!Q$&$%./!Q$*+(a!Z*&$?!G1:&(C$&!6*-$-$#!2I&!G1:&(*&(%5$CB!g$!-&0H$&!6*,!M%((%#-!@=%,./$#!3*&5$!+#6!F$,(%):#%<*C! %,(?!6$,(:!*+(/$#(%,./$&!+#6!-C*+8=I&6%-$&!%,(!*+./!-C$%./@$%(%-!6%$!3*&5$#5:))+#%5*(%<:#?!6*!6$&!K:#,+)$#(!6$#!;&:)%#$#($#!6%$!1&%9*($!L+(@+#-!$/$&!@+(&*+(B! ")!'=$%2$C!5*##!*+2!6%$!D+&./,./#%((,8I&-$&!@+&I.5-$-&%22$#!=$&6$#?!6*!6%$,$!*+,!G%./(!6$&!8$2&*-($#!;$&,:<#$#!%#!#*/$@+!N$6$!Q&*#./$!$%#@+:&6#$#!,%#6B!!

Handlungsempfehlungen

G:CC($! 6%$! A*/C! 6$,! F$,(%):#%*C,! *+2! $%#$#! ;&:)%#$#($#! -$2*CC$#! ,$%#?! %,(! $%#$)! =$%($&$#!;+#5(! 8$,:#6$&$!Q$*./(+#-! @+!=%6)$#B!P#6! @=*&! $&@%$C$#!1&:)%#$#($!3*&5$#8:(,./*2($&!-&0H$&$!`C*+8<!+#6!*+./!S$&(&*+$#,=I&6%-5$%(?!=$##!,%$!,%./!(g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a)1*(/%,./!,%#6B!

7+./!6%$!M7*1+,0)&01:(0&!6$&!A$&8$1*&(#$&,./*2(!%,(!2I&!$%#$!$&2:C-&$%./$!3*&5$#5:))+#%<5*(%:#!)%(!;&:)%#$#($#!8$,:#6$&,!=%./(%-B!D%$,$!(&4-(!$8$#2*CC,!@+!$%#$&!/0/$&$#!`C*+8=I&<6%-5$%(!8$%?!=*,!,./C%$HC%./!*+./!@+!$%#$&!/0/$&$#!3*&5$#*+(/$#(%@%(4(!2I/&(B!A%&6!,($(%-!@=%<,./$#!6$#!A$&8$1*&(#$&#!-$=$./,$C(?!,:!9$&C%$&(!6$&!K:#,+)$#(!6$#!O8$&8C%.5!+#6!6%$!&%./<(%-$!'+:&6#+#-!@+&!3*&5$B!Q$,(!;&*.(%.$!6*2I&!%,(!6%$!A$&8$1*&(#$&,./*2(!@=%,./$#!F/:)*,!`:((,./*C5! +#6! b>*&%8:cB!D$&!K:#,+)$#(! *,,:@%%$&(!)%(! 6$&!3*&5$! b>*&%8:c!F/:)*,!`:((<,./*C5!+#6!+)-$5$/&(B!D+&./!6%$!R*#-2&%,(%-5$%(!=4./,(!6%$!`C*+8=I&6%-5$%(!+#6!6$&!L*./<2&*-$&!$&%##$&(!,%./!,($(%-!*#!6%$!S$&8%#6+#-!@=%,./$#!3*&5$!+#6!F$,(%):#%*CB!

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

Q$%!6$&!A*/C!9:#!D+&./,./#%((,8I&-$&#!,:CC($!@+,4(@C%./!8$*./($(!=$&6$#?!6*,,!#%./(!@+!9%$C$!F$,(%):#%*C,!@+&!,$C8$#!'$%(! 2I&!6%$!3*&5$!=$&8$#B!D%$,! C4,,(!6%$!A$&8$)*H#*/)$!,./#$CC!+#I8$&,%./(C%./!=%&5$#?!=$,/*C8!$,!2I&!6$#!K:#,+)$#($#!,./=%$&%-!%,(?!6%$!&%./(%-$!3*&5$!@+!

Handlungsempfehlungen

9$&8%#6$#B!E&%##$&(!,%./!*C,:!6$&!K:#,+)$#(!*#!6%$!A$&8+#-!@+&I.5?!5*##!$&!6%$!3*&5$!#%./(!@+:&6#$#B!7+,#*/)$!/%$&8$%!5*##!,$%#?!=$##!6%$!9$&,./%$6$#$#!F$,(%):#%*C,!$%#!%++(*)0?'&A/0?'()! Y,:(**.*1)-(,:-7/! *+2=$%,$#?! =%$! @BQB! 6%$! *+224CC%-$! Q&%CC$! %#! 6$&! bM%$C)*##c<A$&8+#-B! !

9 Kritische Reflexion und Ausblick

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Literaturverzeichnis

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7RMFEd![\\s!7C2($&?!3*&.:n!E#+%.#/(.?D!F;GHAI!0)?!"3('*$!J(%%$23*+/!,!?&#!+=)8$%#!E#.1#>*.%)#.$23*4%!?#.!E#+%!t:#C%#$u!W!PdRn!/((1nee===B1&$,,$1:&(*CB6$e1)eU]s[rerr[]s]e=$C(&$5:&6</*&%8:<+#6<(/:)*,<-:((,./*C5<6%$<C*$#-,($<=$&8$1*&(#$&,./*2(<6$&<=$C(!Y78&+2n![\Ui<\[<U\^!

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7dfLGfL!e!A"RGfL!e!7KEdF![\\i!7&:#,:#?!ECC%:(!l!A%C,:#?!F%):(/a!DB!l!75$&(?!d:8%#!3Bn!B(<&*+>$:23(+(8&#B!iB?!*5(+*C%,%$&($!7+2CB!3I#./$#!n!;$*&,:#!G(+6%+)?![\\i!

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! T""!

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>xPGER![\\r!>4+,$C?!>*#,<`$:&-n!_#0.('*./#%&)8!6#.!?&.#/%#!E#8!&)$!C()$0'#)%#)3&.)YN!"#n!>4+,$C?!>*#,<`$:&-n!L$+&:)*&5$(%#-n!E&5$##(#%,,$!6$&!>%&#2:&,./+#-!2I&!3*&5$#2I/&+#-?!A$&8+#-!+#6!S$&5*+2B!M&$%8+&-!%)!Q&$%,-*+!n!>*+2$?![\\r?!GB!Ur<]U!

"M>!KqRL![\U]*!"#,(%(+(!2I&!>*#6$C,2:&,./+#-!Y"M>^!K0C#n!I>#.*%&W#!E#.1#<&#+#!t:#C%#$uB!"#n!/*#6$C,=%,,$#B6$!W!PdRn!/((1nee===B/*#6$C,=%,,$#B6$e6*(*e(/$)$#e3*&5(1:,%(%:#%$&+#-eA$&8+#-ef1$&*(%9$oA$&8$@%$C$e%#6$pB1/1!Y78&+2n![\Ui<\U<\U^!

"M>!KqRL![\U]8!"#,(%(+(!2I&!>*#6$C,2:&,./+#-!Y"M>^!K0C#n!C*%*+(8!?#.!E#.1#8.0)?$=%<#!t:#C%#$uB!"#n!/*#6$C,=%,,$#B6$!W!PdRn!/((1nee===B/*#6$C,=%,,$#B6$e6*(*e(/$)$#e3*&5(1:,%(%:#%$&+#-eA$&8+#-e`&+#6,*$(@$o6$&oA$&8+#-eK*(*C:-oA$&8$-&+#6,*$(@$B1/1!Y78&+2n![\U]<U[<[h^!

"M>!KqRL![\U].!"#,(%(+(!2I&!>*#6$C,2:&,./+#-!Y"M>^!K0C#n!E#.1#'&%%#+`L%.=8#.!t:#C%#$uB!"#n!/*#6$C,=%,,$#B6$!W!PdRn!/((1nee===B/*#6$C,=%,,$#B6$e6*(*e(/$)$#e3*&5(1:,%(%:#%$&+#-eA$&8+#-eA$&8$)%(($C(&*$-$&e%#6$pB1/1!Y78&+2n![\U]<U[<[r^!

! T"S!

"L`!D"Q7![\U]!"L`!D%Q*n!6&A*60!&$%X!@#))!1#&?#!5*.%)#.!#.4(+8.#&23!$&)?!t:#C%#$uB!W!PdRn!/((1,nee===B%#-<6%8*B6$e+$8$&<+#,e=%,,$#,=$&(eU\N*/&$o#:=%(@5%o6%8*e!Y78&+2n![\Ui<\[<Us^!

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";!DEPFGZ>R7LD![\U\!";!D$+(,./C*#6n!6#'(8.*>3&$23#.!E*)?#+!@&./%!$&23!*04!E#.10)8!*0$!t:#C%#$uB!W!PdRn!/((1nee===B%1<6$+(,./C*#6B6$e2*5($#o+#6o(&$#6,e@%$C-&+11$#e&$2$&$#@@%$C-&+11$oUi<khe6$):-&*2%,./$&o=*#6$Co=%&5(o,%B.2)!Y78&+2n![\Ui<\[<\[^!

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K"R"7L![\U[8!K%C%*#?!K*&,($#n!H)W(+W#'#)%!Y"./<Q$($%C%-+#-^!t:#C%#$uB!"#n!)*&5$#C$p%5:#B.:)!W!PdRn!/((1nee===B)*&5$#C$p%5:#B.:)e-C:,,*&o%B/()C!Y[\Ui<\U<U[^!

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37dKEL`EGEF'![\UU!3*&5$#`!Y%6M!9B![iBUUB[\UU^!w!]!78,B!"!

37dKFMfdGZ>PL`BDE![\Ui!)*&5(2:&,./+#-B6$n!-#.#LM[>($0.#LM44#/%!t:#C%#$uB!W!PdRn!/((1nee===B)*&5(2:&,./+#-B6$e,$&9%.$e=%5%<C$p%5:#e)*&5(2:&,./+#-e)$&$<$p1:,+&$<$22$5(e!Y78&+2n![\Ui<\[<Uh^!

37FF3ORREd![\\i!3*(()ICC$&?!d:C*#6n!H)%#8.*%&WL5.(<#$$0*+#$!-*./#%&)8Q!M&)#!M&)473.0)8N![B?!I8$&*&8B!+#6!$&=B!7+2CB!A%$,8*6$#!n!`*8C$&?![\\i!

3ED"77L7RÇ'Ed![\\i!3$6%*7#*Ca@$&n!B%0?&#!<0.!E&./0)8!>.('&)#)%#.!"#$%&'()&*+$!&)!5.&)%*)<#&8#)!t:#C%#$uB!W!PdRn!/((1nee===B)$6%**#*Ca@$&B.:)e,(+6%$#e3$6%*7#*Ca@$&<G(+6%$<F$,(%):#%*C,<[\\iB162!Y78&+2n![\U]<U[<[k^!

3ED"77L7RÇ'Ed![\U[!3$6%*7#*Ca@$&n!5.('&)#)%#!"#$%&'()&*+$!,!E&#!80%!40)/%&()&#.#)!5.('&$!&)!?#.!E#.10)8Y!t:#C%#$uB!W!PdRn!/((1nee===B)$6%**#*Ca@$&B.:)eD:5+)$#($e3$6%*7#*Ca@$&<P)2&*-$<;&:)%,<%#<6$&<A$&8+#-<[\U[B162!Y78&+2n![\U]<U[<[k^!

3ED"7R"LE![\U]*!3$6%*R%#$!W!f#C%#$<D%$#,(!6$&!MfZPG!3*-*@%#!S$&C*-!`)8>n!E#.1#@&./0)8!dE#.1#@&./0)8$4(.$230)8e!t:#C%#$uB!W!PdRn!/((1nee===B)$6%*C%#$B6$e6$+(,./e=%,,$#e)$6%*C$p%5:#B1/1_,#&~sUk[!Y78&+2n![\U]<U[<[U^!

3ED"7R"LE![\U]8!3$6%*R%#$!W!f#C%#$<D%$#,(!6$&!MfZPG!3*-*@%#!S$&C*-!`)8>n!"#$%&'()&*+!d"#$%&'()&*+L;)<#&8#X!"#$%&'()&*+LE#.10)8X!;44&?*W&%LE#.10)8e!t:#C%#$uB!W!PdRn!/((1nee===B)$6%*C%#$B6$e6$+(,./e=%,,$#e)$6%*C$p%5:#B1/1_,#&~kihk!Y78&+2n![\U]<U[<[j^!

3EMMEdF!e!QPd37LL![\\[!3$22$&(?!>$&%8$&(!l!Q+&)*##?!Z/&%,(:1/Q!"3#(.#%&$23#$!J.0)?/()<#>%!?#.!&?#)%&%=%$(.&#)%&#.%#)!-*./#)473.0)8B!"#n!3$22$&(?!>$&%8$&(!l!Q+&)*##?!Z/&%,(:1/!l!K:$&,?!3*&(%#!Y>&,-B^n!3*&5$#)*#*-$)$#(n!`&+#62&*-$#!6$&!%6$#(%(4(,:&%$#(%$&($#!3*&5$#2I/&+#-B!A%$,8*6$#!n!`*8C$&?![\\[?!GB!]k<r[!

3EdFEL![\\r!3$&($#?!KC*+,n!M&)473.0)8!&)!?&#!C(''0)&/*%&()$@&$$#)$23*4%B!]B!7+2CB!Q$&C%#!n!R"F<S$&C*-?![\\r!

3EdFEL![\U]!3$&($#?!KC*+,n!C()<#>%&()!W()!C(''0)&/*%&()Q!"3#(.&#!0)?!5.*[&$!?#$!$%.*%#8&$23#)!C(''0)&/*%&()$'*)*8#'#)%$B!A%$,8*6$#!n!G1&%#-$&!SG?![\U]!

3fGEd![\\[!3:,$&?!KC*+,n!-*./%L!0)?!E#.1#>$:23(+(8&#Q!M&)!O#3.1023B!`0((%#-$#!n!>:-&$2$<S$&C*-?![\\[!

! TS"!

3PL'"L`Ed!e!3PG"fR![\\h!3+#@%#-$&?!P=$!l!3+,%:C?!K*&C!`$:&-n!-*./#)/(''0)&/*%&()!Q!E&#!-*./#)!U&#+8.0>>#)!#..#&23#)!0)?!A#8#3.#)!*0$+b$#)B!3I#./$#!n!)%<=%&(,./*2(,8+./?![\\h!

3ORREd![\Ui!3ICC$&?!7#6&$*,n!H?#)%&%=%$1*$&#.%#$!-*./#)'*)*8#'#)%!t:#C%#$uB!"#n!`*8C$&!A%&(,./*2(,C$p%5:#!W!PdRn!/((1nee=%&(,./*2(,C$p%5:#B-*8C$&B6$eD$2%#%(%:#e%6$#(%(*$(,8*,%$&($,<)*&5$#)*#*-$)$#(B/()C!Y78&+2n![\Ui<\U<Ur^!

fRfKf![\U[!fC:5:?!G/*),$an!9#+#1.&%:!-*./#%&)8!&)!6#0%$23+*)?!,!M&)#!B%0?&#!W()!9#+#1.&%:!-*./#%&)8!;++&*)2#!&)!C((>#.*%&()!'&%!E#.1#)^V#./*04#)!t:#C%#$uB!W!"#n!Z$C$8&%(a!;$&2:&)*#.$!W!PdRn!/((1nee===B.$C$8&%(a1$&2:&)*#.$B.:)e6:=#C:*6e,(+6%$B1/1!Y78&+2n![\U]<U[<Uj^!

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;f`fD7![\Ui!;:-:6*?!7#6&$*,!Y"#(9(B^!l!>+.5:?!3*&-&$(!Y"#(9B^n!"#($&9%$=!@+)!F/$)*!;&:)%,!*C,!3*&5$#8:(,./*2($&!e!)%(!7#6&$*,!;:-:6*?!`$,$CC,./*2($&!6$&!Q&*#6)$a$&!3*&5$#8$&*(+#-!t:#C%#$uB!"#n!G1%$-$C!f#C%#$!W!PdRn!/((1nee===B,1%$-$CB6$e*+(:e*5(+$CCe)*&5$#8:(,./*2($&<=$&8+#-<)%(<1&:)%#$#($#<-$,%./($&#<*<hk]]k]B/()C!Y78&+2n![\Ui<\[<[[^!

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dE"LEZKE!e!g7L'![\\r!d$%#$.5$?!G9$#!l!g*#@?!G%):#$n!-*./#%&)82()%.(++&)8Q!B&23#.$%#++#)!W()!-*./#%&)8#44#/%&W&%=%!0)?!L#44&<&#)<B!G(+((-*&(!n!K:/C/*))$&?![\\r!

d";;ER!Uhrk!d%11$C?!K+&(n!J.0)?+*8#)!?#.!E#.10)8B!"#n!;:(/?!R+6=%-!`B!$(!*CBn!;&*5(%,./$,!R$/&8+./!6$&!A$&8+#-N!3I#./$#!n!)%!S$&C*-?!Uhrk?!GB!k]<h]!

df``E![\\i!d:--$?!>*#,<gI&-$#n!E#.10)8B!sB!7+2CB!R+6=%-,/*2$#!Yd/$%#^!n!M&%$6&%./!K%$/C!S$&C*-?![\\i!

dqGZ>![\UU!d0,./?!Q$&(n!;&:)%,n!Z'$*%<%0.1(!(?#.!J#+?W#.1.#))#.Y!t:#C%#$uB!"#n!F$p(%CA%&(,./*2(!W!PdRn!/((1nee===B($p(%C=%&(,./*2(B6$e,+./$e,/:=B1/1_%6,tu~j\]kkk!Y78&+2n![\U]<U[<[k^!

! TS""!

dPL`E![\UU!d+#-$?!g+C%*n!_*<*)!M2/#$!0)?!O0/*$!5(?(+$/&!@#.1#)!47.!?&#!6C-B!t:#C%#$uB!"#n!1&$,,$&$C*(%:#,!W!PdRn!!/((1nee===B1&$,,&$C*(%:#,B6$e#$=e,(*#6*&6e&$,+C(o)*%#B.2)_12*./~Um#o2%&)*#&o~U[[rkhm,$5(:&~1)m6$(*%C~Um&~ir\jrkm,%6m*5(%:#~N:+&o1)mv+$CC$~\!!Y78&+2n![\Ui<\[<\h^!

G7FFREd!e!SqRZKLEd![\\r!G*((C$&?!>$#&%5!l!M&*#@%,5*!S0C.5#$&n!-*./#)>(+&%&/B![B?!9:CC,(B!I8$&*&8B!+#6!$&=B!7+2CB!G(+((-*&(!n!S$&C*-!AB!K:/C/*))$&?![\\r!

GZ>7RRE>L![\UU!G./*CC$/#?!3%5$n!-*./#)L;0%3#)%&<&%=%Q!C()$%.0/%X!6#%#.'&)*)%#)!0)?!E&./0)8#)!*0$!B&23%!?#.!&?#)%&%=%$1*$&#.%#)!-*./#)47.30)8B!A%$,8*6$#!n!`*8C$&?![\UU!

GZ>E"Ed!e!>ERD![\\s!G./$%$&?!Z/&%,(%*#!l!>$C6?!D%&5n!E&#!E#.10)8!@&./%Q!M./#))%)&$$#!?#$!_#0.('*./#%&)8B!M&$%8+&-!%)!Q&$%,-*+!n!>*+2$?![\\s!

GZ>E"Ed!e!>ERD![\\r!G./$%$&?!Z/&%,(%*#!l!>$C6?!D%&5n!6&#!_#0.(LO(8&/!#.4(+8.#&23#.!-*./#)/(''0)&/*%&()B!"#n!>4+,$C?!>*#,<`$:&-n!L$+&:)*&5$(%#-n!E&5$##(#%,,$!6$&!>%&#2:&,./+#-!2I&!3*&5$#2I/&+#-?!A$&8+#-!+#6!S$&5*+2B!M&$%8+&-!%)!Q&$%,-*+!n!>*+2$?![\\r?!GB!jr<U[]!

GZ>3"DF![\\i!G./)%6(?!G%$-2&%$6!gBn!F*)?1023!E#.10)8B!3I#,($&!n!R"F!S$&C*-?![\\i!

GZ>fQERF![\UU!G./:8$C(?!M&*+5$n!_&W#*!0)?!f(*23&'!Ob@!W#.+=)8#.)!1&$!RSgh!t:#C%#$uB!"#n!AmS!W!PdRn!/((1nee===B=+9B6$e)*&5$(%#-e#%9$*o+#6oN:*./%)oC:$=o9$&C*$#-$&#o8%,o[\Ui!Y78&+2n![\Ui<\[<\h^!

GZ>fQERF![\U[!G./:8$C(?!M&*+5$n!6*)&#+*!C*%<#)1#.8#.!@&.1%!47.!5(2(!6('=)#!t:#C%#$uB!"#n!AmS!W!PdRn!/((1nee===B=+9B6$e)*&5$(%#-e6*#%$C*o5*(@$#8$&-$&o=%&8(o2+$&o1:.:o6:)*$#$!Y78&+2n![\Ui<\[<\h^!

GZ>fQERF![\U]*!G./:8$C(?!M&*+5$n!f0)8!W()!-*%%!0)?!?&#!B>*./*$$#)Q!B>*.#)!'&%!-*.%&)*!F&++!t:#C%#$uB!"#n!AmS!W!PdRn!/((1nee===B=+9B6$e)*&5$(%#-eN+#-o9:#o)*((o+#6o6%$o,1*&5*,,$#o,1*&$#o)%(o)*&(%#*o/%CC!Y78&+2n![\Ui<\[<Uk^!

GZ>fQERF![\U]8!G./:8$C(?!M&*+5$n!U0'!J(+?#)#)!F&.$23#)Q!_#0#!B>(%$!'&%!?#.!i_0%#++*jLK*'&+&#!t:#C%#$uB!"#n!AmS!W!PdRn!/((1nee===B=+9B6$e*-$#(+&$#e@+)o-:C6$#$#o/%&,./$#o#$+$o,1:(,o)%(o6$&o#+($CC*o2*)%C%$!Y78&+2n![\Ui<\[<U]^!

GZ>fQERF![\Ui!G./:8$C(?!M&*+5$n!V#.%.*0#)$4.*8#Q!;6;9L-&%8+&#?#.!3*+%#)!iJ#+1#)!M)8#+)j!?&#!".#0#!t:#C%#$uB!"#n!AmS!W!PdRn!/((1nee===B=+9B6$e)*&5$(%#-e9$&(&*+$#,2&*-$o*6*.o)%(-C%$6$&o/*C($#o-$C8$#o$#-$C#o6%$o(&$+$!Y78&+2n![\Ui<\[<[\^!

! TS"""!

GZ>PRF'![\\]!G./+C(@?!F*#N$9n!;++#$!&)$<#)&#.%!0)?!)&23%$!*0%3#)%&$23Y!V&$0#++#!C(''0)&/*%&()!&)!?#)!W&#+$23&23%&8#)!C()%#[%#)!W()!H)$<#)&#.0)8!0)?!;0%3#)%&<&%=%B!"#n!K#%$1$&?!F/:)*,!l!3ICC$&?!3*&%:#!`B!Y>&,-B^n!7+(/$#(%@%(4(!+#6!"#,@$#%$&+#-!9:#!Q%C6$&=$C($#B!K0C#!n!>*C$)?![\\]?!GB!U\<[i!

GZ>AE"`Ed!e!GZ>d7FFELEZKEd![\\h!G./=$%-$&?!`I#($&!l!G./&*(($#$.5$&?!`$&(&*+6n!E#.10)8!Q!M&)#!M&)473.0)8N!rB?!#$+!8$*&8B!7+2CB!G(+((-*&(!n!R+.%+,!m!R+.%+,?![\\h!

GZ>AELKE![\U]!G./=$#5$?!F/:)*,n!;)+#&%0)8!<0.!E#.10)8!'&%!5(+&%&/#.)!^!5.('&)#)%#)!,!J#+?!$>*.#)!@&.!B&[%!'&%!k_#0+*)?Y!W!PdRn!/((1nee&$./(,*#=*C(<,./=$#5$B6$e*#C$%(+#-<@+&<=$&8+#-<)%(<1&:)%#$#($#<-$C6<,1*&$#<=%$<,%p(e!Y78&+2n![\U]<U[<[\^!

GEEQf>L![\UU!G$$8:/#?!g:*./%)n!J*1+#.!C('>*/%+#[&/()!E#.10)8!Q!gNhSS!A#8.&44#!)*23$23+*8#)X!W#.$%#3#)X!*)@#)?#)N!iB!#$+!6+&./-$*&8B!7+2CB!A%$,8*6$#!n!`*8C$&!S$&C*-?![\UU!

G"E`EdF!e!QdEZ>E"G![\U\!G%$-$&(?!`*8&%$C$!l!Q&$./$%,?!D%$($&n!E#.10)8!&)!?#.!-#?&#)L!0)?!H)4(.'*%&()$8#$#++$23*4%!Q!M&)#!/(''0)&/*%&()$@&$$#)$23*4%+&23#!M&)473.0)8N![B!I8$&*&8$%($($!7+2CB!A%$,8*6$#!n!S$&CB!2I&!G:@%*C=%,,B?![\U\!

GqRRLEd![\\j!G0CC#$&?!7C8&$./(n!M&)473.0)8!&)!?*$!H)%#.)*%&()*+#!-*)*8#'#)%Q!M&)#!&)$%&%0%&()#)b/()('&$23#!5#.$>#/%&W#B!A%$,8*6$#!n!`*8C$&?![\\j!

GF7dG!m!ZfLZE;F"fLG![\Ui!G(*&,!m!Z:#.$1(%:#,n!B%*.LF()(.*.#!t:#C%#$uB!W!PdRn!/((1nee===B,(*&,.:#.$1(%:#,B.:)e/:#:&*&$B/()C!Y78&+2n![\Ui<\[<[]^!

GF7F"GF7![\\h!G(*(%,(*n!V#.1.*023#.@*3.)#3'0)8!W()!E#.10)8!'&%!B%*.$!<@&$23#)!RSSh!0)?!RSSl!t:#C%#$uB!W!PdRn!/((1nee6$B,(*(%,(*B.:)e,(*(%,(%5e6*($#e,(+6%$erirUje+)2&*-$e=*/&#$/)+#-<9:#<=$&8+#-<)%(<,(*&,<[\\je!Y78&+2n![\U]<U[<Ur^!

GF7F"GF7![\U[!G(*(%,(*n!E#.1#*0$8*1#)!?#.!@#.1#$%=./$%#)!C()$0'87%#.3#.$%#++#.!&)!6#0%$23+*)?!W()!f*)0*.!1&$!I/%(1#.!RSgR!d&)!-&++&()#)!M0.(e!t:#C%#$uB!W!PdRn!/((1nee6$B,(*(%,(*B.:)e,(*(%,(%5e6*($#e,(+6%$erihhUe+)2&*-$e=$&8$*+,-*8$#<6$&<5:#,+)-+$($&/$&,($CC$&<%#<6$+(,./C*#6e!Y78&+2n![\Ui<\[<Us^!

GFE`Ed![\Ui!G($-$&?!g:/*##$,n!A#$23#.0)8!47.!I>#+X!_#$>.#$$(!0)?!F^-N!"#n!*8,*(@=%&(,./*2(B6$!W!PdRn!/((1nee===B*8,*(@=%&(,./*2(B6$e.:#($#(e.:))+#%.*(%:#e#$=,e8$,./$&+#-<2+$&<:1$C<#$,1&$,,:<+#6</<)ljUs[\l\!Y78&+2n![\Ui<\[<\h^!

GF"MFPL`!>7PG!DEd!`EGZ>"Z>FE!DEd!QPLDEGdE;PQR"K!DEPFGZ>R7LD![\\U!G(%2(+#-!>*+,!6$&!`$,./%./($!6$&!Q+#6$,&$1+8C%5!D$+(,./C*#6!Y>&,-B^!l!d0,-$#?!;$(&*!Yd$6B^n!5.('&)#)%#!&)!?#.!E#.10)8!,!?*!@#&c!'*)X!@*$!'*)!3*%B!3*%#@!n!G./)%6(?![\\U!

! T"T!

F>"ERGZ>!e!AERF'"L![\U[!F/%$C,./?!3$%#*C6!FB!l!A$C(@%#?!G%):#$n!I)+&)#LZ'4.*8#)!0)?!I)+&)#L-&%*.1#&%#.1#4.*80)8#)N!W!PdRn!/((1nee===B(/%$C,./B:&-e6:=#C:*6e=%&(,./*2(,1,a./:C:-%$eF/%$C,./o[\U[B162!!Y78&+2n![\Ui<\U<]U^!

F>f33EL![\U]!F/:))$#?!g$*#<;*+Cn!E&.%$23*4%+&23/#&%$>.&)<&>B!"#n!`*8C$&!A%&(,./*2(,C$p%5:#!W!PdRn!/((1nee=%&(,./*2(,C$p%5:#B-*8C$&B6$eD$2%#%(%:#e=%&(,./*2(C%./5$%(,1&%#@%1B/()C!Y78&+2n![\U]<U[<Uk^!

Fdf33GDfdMM!e!QEZKEd![\\h!F&:)),6:&22?!S:C5$&!l!Q$.5$&?!g+,(%#n!V#.4*3.#)!?#$!E#.1#'&%%#+L5.#%#$%&)8B!"#n!Q&+/#?!3*#2&$6!l!E,./?!M&*#@<d+6:C2!l!R*#-#$&?!F:8%*,!Y>&,-B^n!>*#68+./!K:))+#%5*(%:#n!`&+#6C*-$#!W!"##:9*(%9$!7#,4(@$!W!;&*5(%,./$!P),$(@+#-$#B!A%$,8*6$#!n!`*8C$&!S$&C*-?![\\h?!GB!h[U<hi[!

AOQQEL>fdGF![\U]!AI88$#/:&,(?!KC*+,n!O&/#.%LB/*+&#.0)8B!"#n!`*8C$&!A%&(,./*2(,C$p%5:#!W!PdRn!/((1nee=%&(,./*2(,C$p%5:#B-*8C$&B6$eD$2%#%(%:#eC%5$&(<,5*C%$&+#-B/()C!Y78&+2n![\Ui<\[<[k^!

A"GGELBDE![\U]!=%,,$#B6$n!"#$%&'()&*+!t:#C%#$uB!W!PdRn!/((1nee===B=%,,$#B6$e2&$)6=:&(e($,(%):#%*C!Y78&+2n![\U]<U[<[j^

Anhang

1! FORMELN XXI!1.1 Bestimmung des gewichteten Mittelwertes bei einer Likert-Skala XXI

1.1.1 Formel XXI 1.1.2 Beispiel XXI

1.2 Bestimmung des Variationskoeffizienten XXII 1.2.1 Formel XXII 1.2.2 Beispiel XXII

1.3 Bestimmung der Bewertung der Nutzwertanalyse XXII 1.3.1 Formel XXII 1.3.2 Beispiel XXIII

2! TABELLE XXIV!

! ""#!

1 Formeln

1.1 Bestimmung des gewichteten Mittelwertes bei einer Likert-Skala

!"!"! Formel#

!"##$%&$'#! ! ! ! !! ! !! ! ! !! ! ! !! ! ! !! ! ! !!!"#$%&!!"#!!"#$%&#'" !

$!%!&'($)*!+,-!&'./0-.,'!1,2!345*26)7,2.!8!

1!%!&'($)*!+,-!&'./0-.,'!1,2!345*26)7,2.!9!

6!%!&'($)*!+,-!&'./0-.,'!1,2!345*26)7,2.!:!

+!%!&'($)*!+,-!&'./0-.,'!1,2!345*26)7,2.!;!

,!%!&'($)*!+,-!&'./0-.,'!1,2!345*26)7,2.!<!

1.1.2 Beispiel

=,>.2??@'5! +,>! 5,/26).,.,'! 32..,*/,-.>! +,-! A,-.-$@,'>/B-+257,2.! 1,2! C@-6)>6)'2..>1B-D

5,-'E!

&'($)*!+,-!&'./0-.,'!%!8F9!

!$!G>,)-!H,-.-$@,'>/B-+25I!%!89!

1!G,),-!H,-.-$@,'>/B-+25I!%!J:!

6!G.,2*>!K!.,2*>I!%!;:!

+!G,),-!'26).!H,-.-$@,'>/B-+25I!%!9;!

,!GB1,-)$@L.!'26).!H,-.-$@,'>/B-+25I!%!8M!

!"##$%&$'#! ! ! ! ! ! !"! ! ! !"! ! ! !"! ! ! !"! ! ! !"!"# ! !!!"!

Formeln

! ""##!

1.2 Bestimmung des Variationskoeffizienten

!"#"! Formel$

!"#$"%$&'()&*++$,$*'% ! !!"#$%#&%#'()*+,-$.!!!!!"##$%&$'# ! ! !""!!$%&! '()*+),+)-.&%/01*2! 3455(! 5%/0! 6-&,! +)5! 7,82,)99! '7''! :;*)3<5%&,&*!!! $&5=,%>(%?&!

'()(%5(%=!!!@41A%2=&%(&*B!&,,&/0*&*C!

1.2.2 Beispiel

D&5(%991*2! +&5! E),%)(%8*5=8&AA%F%&*(&*! +&,! E&,(,)1&*5.6,+%2=&%(! -&%! $1,/05/0*%((5-6,G

2&,*H!

I%((&3.&,(!:JB!K!LMNO!

'()*+),+)-.&%/01*2!:5B!K!PMQL!

!"#$"%$&'()&*++$,$*'% ! !!!!"!!!" ! !"" ! !"!!!! $&,! E),%)(%8*5=8&AA%F%&*(! %5(! +)9%(! =3&%*&,! )35! RQSM!.)5! -&+&1(&(M! +)55! +&,!I%((&3.&,(! F1,!

E&,(,)1&*5.6,+%2=&%(!?8*!$1,/05/0*%((5-6,2&,*!,&>,45&*()(%?!%5(C!

1.3 Bestimmung der Bewertung der Nutzwertanalyse

!"%"! Formel$

!"#"$%&'( ! ! !"##$%&$'# !!"#$%!!!!"#!!"#$%&#'!!"#$%&'#(')! ! !"!

D&%!+&9!I%((&3.&,(!9155!+)-&%!+),)1A!2&)/0(&(!.&,+&*M!+)55!+%&!>85%(%?&!;*(.8,(9T23%/0G

=&%(!+%&!U&.%/0(1*2!R!&,043(M!19!+%&5!5/03%&V3%/0!)1A!+%&!'=)3%&,1*2!+&,!W1(F.&,()*)3<5&!19G

,&/0*&*!F1!=T**&*C!

Formeln

! ""###!

!"#"$ Beispiel%

$%%&'()*)+!,&%!-&.&%/*)+!0*!123+&),&%!4*556+&7!

89&%:*)+! ;</! =*%'(5'()<//5:>%+&%)! 635! ?6%@&):2/5'(61/&%! %&+/! ;&<)&! 4*1;&%@56;@&</!

;&(%!635!+&.A()3<'(&!9&%:*)+!6)BC!

?<//&3.&%/!DEF!G!HIJK!

4)06(3!,&%!4)/.2%/;A+3<'(@&</&)!G!J!

!"#"$%&'( ! !!!!!! ! !" ! !!!

=&%!9&%/!.<%,!,6:&<!<;;&%!6*1!,<&!)L'(5/&!+6)0&!M6(3!+&%*),&/B!N2;</!&%(L3/!9&%:*)+!;</!

=*%'(5'()<//5:>%+&%)! (<)5<'(/3<'(! <(%&%! 4*1;&%@56;@&</5&%%&+*)+! &<)&! -&.&%/*)+! O2)! J!

P*)@/&)B!

! ""#$!

2 Tabelle

!"#$%%$&'(&)*+,$-.

/0$%%$&0$1&2$1#$3415+-6&78

+$%%$(&)9:2;<=;>&?&)9:>@

!!;A;9B;>&CDDEF&)G&'H'I

!TTS"!

"./! 9$&,%./$&$?! 6%$! 9:&C%$-$#6$!7&8$%(! ,$C8,(,(4#6%-! :/#$! 2&$)6$!>%C2$! 9$&2*,,(! +#6!5$%#$!*#6$&$#!J+$CC$#!+#6!>%C2,)%(($C!*C,!6%$!*#-$-$8$#$#!8$#+(@(!@+!/*8$#B!D%$!*+,!*#6$&$#! A$&5$#! =0&(C%./! $#(#:))$#$#! G($CC$#! :6$&! 6$)! G%##! #*./! $#(C$/#($#!;*,,*-$#!,%#6!6+&./!J+$CC$#*#-*8$!5$##(C%./!-$)*./(B!!

oooooooooooooooooooooooooooooooooooo!f&(?!D*(+)!

! ooooooooooooooooooooooooooooooooooooo!P#($&,./&%2(!

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