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Eine wertebasierte Typologie der Markenliebe (German, Paperback, 1. Aufl. 2018) Loot Price: R1,747
Discovery Miles 17 470
Repayment Terms: R164 pm x 12*
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Eine wertebasierte Typologie der Markenliebe (German, Paperback, 1. Aufl. 2018): Jochen Kuhn

Eine wertebasierte Typologie der Markenliebe (German, Paperback, 1. Aufl. 2018)

Jochen Kuhn

Series: Forschungsgruppe Konsum und Verhalten

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Loot Price R1,747 Discovery Miles 17 470 | Repayment Terms: R164 pm x 12*

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Markenliebe gilt als die intensivste Form aller Konsumenten-Markenbeziehungen. Jochen Kuhn untersucht, ob nur ein oder mehrere Typen von Markenliebe existieren. Um diese Forschungslucke zu schliessen, wurden eine qualitative und zwei quantitative Studien durchgefuhrt. Der Autor identifiziert sechs verschiedene Typen von Markenliebe: selbstwertsteigernde Markenliebe, hedonistische Markenliebe, harmonische Markenliebe, selbstbestimmende Markenliebe, leistungssteigernde Markenliebe und bewahrende Markenliebe. Die Studien liefern wichtige Forschungs- und Praxisimplikationen u.a. zur Gestaltung des Marketing-Mix, um Markenliebe gezielt aufzubauen und aufrechtzuerhalten.

General

Imprint: Springer Gabler
Country of origin: Germany
Series: Forschungsgruppe Konsum und Verhalten
Release date: May 2018
First published: 2018
Authors: Jochen Kuhn
Dimensions: 210 x 148 x 18mm (L x W x T)
Format: Paperback
Pages: 309
Edition: 1. Aufl. 2018
ISBN-13: 978-3-658-22326-7
Languages: German
Categories: Books > Business & Economics > Business & management > Sales & marketing > Market research
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LSN: 3-658-22326-X
Barcode: 9783658223267

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