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Der Aufbau der Unternehmensmarke findet in der Regel über die Entwicklung und Kommunikation der Unternehmensidentität statt. Dabei wird das Einstellungskonstrukt auch hinsichtlich der mediierenden Wirkung von Affekt und Kognition auf die Beziehung zwischen Wahrnehmung der Identitätselemente und Verhaltensintention der Online-Shopper analysiert.
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