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dc.contributor.authorGriesser, Simone
dc.contributor.editorCieliebak, Mark
dc.contributor.editorVolk, Martin
dc.date.accessioned2020-12-11T13:52:05Z
dc.date.available2020-12-11T13:52:05Z
dc.date.issued2020
dc.identifier.urihttps://irf.fhnw.ch/handle/11654/31864
dc.identifier.urihttp://dx.doi.org/10.26041/fhnw-3549
dc.description.abstractLanguage 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.en_US
dc.description.urihttp://ceur-ws.org/Vol-2624/paper14.pdfen_US
dc.language.isoenen_US
dc.publisherZurich University of Applied Sciences ZHAW & University of Zurich at http://ceur-ws.orgen_US
dc.relation.ispartofSwissText Konvens 2020en_US
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United States*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/*
dc.accessRightsAnonymous*
dc.subjectlanguage concretenessen_US
dc.subjectbrand communicationen_US
dc.subjectTwitteren_US
dc.subjectlanguage analysisen_US
dc.subjectbrand managementen_US
dc.subjectcomputational methoden_US
dc.subjectpsychological distanceen_US
dc.subject.ddc330 - Wirtschaften_US
dc.subject.ddc380 - Handel, Kommunikation, Verkehren_US
dc.subject.ddc400 - Sprache, Linguistiken_US
dc.titlePsychological Distance in German and English Brand Language of Eight International Brandsen_US
dc.type04 - Beitrag Konferenzschrift*
dc.spatialOnlineen_US
dc.event.start2020-06-23
dc.event.end2020-06-25
dc.audiencePraxisen_US
fhnw.publicationStatePublisheden_US
fhnw.ReviewTypeAnonymous ex ante peer review of a complete publicationen_US
fhnw.InventedHereYesen_US
fhnw.PublishedSwitzerlandYesen_US
fhnw.IsStudentsWorknoen_US


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