Griesser, Simone

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Griesser
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Simone
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Griesser, Simone

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20202
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Thema: 330 - Wirtschaft ×

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  • Vorschaubild nicht verfügbar
    Publikation
    Search Engine Optimisation: Geklickt wird, was gefunden wird
    (Beobachter-Edition, 2020) Griesser, Simone; Zachlod, Cécile; Peter, Marc K.; Niedermann, André [in: Digitales Marketing für KMU. Wie Unternehmen sich digital vermarkten und kommunizieren]
    04A - Beitrag Sammelband
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    Publikation
    Psychological Distance in German and English Brand Language of Eight International Brands
    (Zurich University of Applied Sciences ZHAW & University of Zurich at http://ceur-ws.org, 2020) Griesser, Simone; Cieliebak, Mark; Volk, Martin [in: SwissText Konvens 2020]
    Language offers additional insights to sentiment and content. The same content can be described with psychologically close or distant language. According to the Construal-Level Theory (Trope & Liberman, 2010), psychological distance influences decision-making. Seven of the eight examined brands psychologically approach customers with their English brand language but psychologically distance themselves from customers with their German brand language on Twitter. Only one brand shows no psychological distance difference between their English and German brand language on Twitter. Implications on decision-making and brand positioning are discussed.
    04B - Beitrag Konferenzschrift