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Markenfit Und Markenwirkung

Theoretische Modellierung, Methodische Validierung Und Empirische Befunde

Language GermanGerman
Book Paperback
Book Markenfit Und Markenwirkung Hans-Jörg Sturm
Libristo code: 01783934
Publishers Springer Fachmedien Wiesbaden, June 2011
Um Marken emotional aufzuladen, wird häufig auf Maßnahmen der Markenanreicherung zurückgegriffen, wi... Full description
? points 172 b
70.95 €
138.77  лв
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Um Marken emotional aufzuladen, wird häufig auf Maßnahmen der Markenanreicherung zurückgegriffen, wie z.B. Sponsoring, Event-Marketing oder Werbung mit prominenten Testimonials. Der Markenfit, also die Passfähigkeit zwischen der Marke und dem jeweiligen Imageobjekt, ist dabei einer der maßgeblichen Erfolgsfaktoren. Hans-Jörg Sturm beschreibt, wie der Markenfit und die für die Marke erzielte Imagewirkung zusammenhängen und entwickelt ein theoretisches Modell, das er empirisch untersucht. Der Autor geht weiterhin der Frage nach, welche empirische Methode sich am besten dazu eignet, den Fit zwischen einer Marke und einem anreichernden Imageobjekt reliabel und valide zu messen.

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About the book

Full name Markenfit Und Markenwirkung
Author Hans-Jörg Sturm
Language German
Binding Book - Paperback
Date of issue 2011
Number of pages 407
EAN 9783834931160
ISBN 3834931160
Libristo code 01783934
Publishers Springer Fachmedien Wiesbaden
Weight 513
Dimensions 148 x 210 x 22

Categories

Economics, Finance, Business & Management > Business & Management > Sales & marketing
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