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Kontextabhangige Konzeptualisierung Der Markenpersoenlichkeit - Eine Empirische Analyse Am Beispiel Des Deutschen Automobilmarktes (German, Paperback, 2009 ed.) Loot Price: R1,832
Discovery Miles 18 320
Repayment Terms: R172 pm x 12*
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Kontextabhangige Konzeptualisierung Der Markenpersoenlichkeit - Eine Empirische Analyse Am Beispiel Des Deutschen...

Kontextabhangige Konzeptualisierung Der Markenpersoenlichkeit - Eine Empirische Analyse Am Beispiel Des Deutschen Automobilmarktes (German, Paperback, 2009 ed.)

Markus Hattula; Foreword by Prof Dr Hans H Bauer

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Loot Price R1,832 Discovery Miles 18 320 | Repayment Terms: R172 pm x 12*

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Marcus Hattula konkretisiert den Begriff der Markenpersonlichkeit. Er stellt den Wesenszugsbegriff als Analyseeinheit vor, erarbeitet Varianten der Markenpersonlichkeit und entwickelt eine umfassende Begriffsliste zur Operationalisierung. Aufbauend auf dem Ansatz des Kontextualismus leitet er Hypothesen zum Einfluss der betrachteten Marken und der urteilenden Konsumenten auf die Struktur der Markenpersonlichkeit ab und uberpruft diese empirisch fur den deutschen Automobilmarkt."

General

Imprint: Gabler Verlag
Country of origin: Germany
Release date: December 2008
First published: December 2008
Authors: Markus Hattula
Foreword by: Prof Dr Hans H Bauer
Dimensions: 210 x 148 x 13mm (L x W x T)
Format: Paperback - Trade
Pages: 219
Edition: 2009 ed.
ISBN-13: 978-3-8349-1443-9
Languages: German
Subtitles: German
Categories: Books > Business & Economics > Business & management > Sales & marketing > General
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LSN: 3-8349-1443-6
Barcode: 9783834914439

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