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of this powerful concept is still amiss. Drawing on Luhmannian social systems theory, historical analysis, and four …' preferences towards particular brands. On these conceptual foundations a comprehensive brand- and communication-centered theory is … developed that fulfills Alderson', Cox' and Bartels' foundational requirements for a general theory of marketing in an …
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Konsumenten und Verhalten -- Konsumentenverhaltensforschung.-Motivation -- Emotion -- Kognition -- Einstellung -- Entscheidung -- Interindividuelle Unterschiede -- Soziale Umwelt -- Physische Umwelt -- Mediale Umwelt -- Digitales Konsumentenverhalten -- Nachhaltiges Konsumentenverhalten --...
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