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Vorliegender Beitrag versteht sich als explorativer Ansatz zum interdisziplinären Forschungsfeld der Markenforschung: es soll gezeigt werden, wie die aus der Psycholinguistik bekannte Methode der Wortassoziationsforschung dazu beitragen kann, die kognitive Repräsentation der Marken besser verstehen zu können. Zu diesem Ziel wurden zu 300 deutschen, ungarischen und internationalen Marken die häufigsten...
Organizing principles of the mental lexicon are a long studied and discussed research area in linguistics. On the one hand, the paper intends to analyse and to compare traditional methods used by psycholinguists and cognitive linguists for describing the mental lexicon. In this section the approaches using the analogue of a network for the organisation of the mental lexicon are mentioned in detail...
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