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Involvement mit Produkteigenschaften - Marke und EU-Energielabel als involvementausloesende Eigenschaften von Fernsehgeraten (German, Paperback, 1. Aufl. 2016) Loot Price: R2,031
Discovery Miles 20 310
Repayment Terms: R190 pm x 12*
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Involvement mit Produkteigenschaften - Marke und EU-Energielabel als involvementausloesende Eigenschaften von Fernsehgeraten...

Involvement mit Produkteigenschaften - Marke und EU-Energielabel als involvementausloesende Eigenschaften von Fernsehgeraten (German, Paperback, 1. Aufl. 2016)

Sina Kim Schmal

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Loot Price R2,031 Discovery Miles 20 310 | Repayment Terms: R190 pm x 12*

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Sina Kim Schmal betrachtet im Rahmen eines Mixed-Method-Ansatzes im Langsschnitt die Bedeutung des EU-Energielabels bei Kaufentscheidungen uber Fernsehgerate von Konsumenten. Im Fokus steht das Involvement - ein Schlusselkonstrukt in der Marketingforschung. Unter Anwendung einer Strukturgleichungsmodellierung wird das Markeninvolvement als wesentlicher Treiber von Energielabel- sowie Produktinvolvement identifiziert. Mittels einer Conjoint-Analyse wird die Energieeffizienz als bedeutsames Kaufkriterium ermittelt, mit dem sich eine hoehere Zahlungsbereitschaft realisieren lasst. Aus den Ergebnissen werden wissenschaftlich fundierte und praxisorientierte Handlungsempfehlungen fur ein zielgruppenbezogenes Marketing abgeleitet.

General

Imprint: Springer Gabler
Country of origin: Germany
Release date: June 2016
First published: 2016
Authors: Sina Kim Schmal
Dimensions: 210 x 148 x 22mm (L x W x T)
Format: Paperback
Pages: 397
Edition: 1. Aufl. 2016
ISBN-13: 978-3-658-14488-3
Languages: German
Categories: Books > Business & Economics > Business & management > Sales & marketing > Market research
Books > Business & Economics > Business & management > Sales & marketing > Customer services
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LSN: 3-658-14488-2
Barcode: 9783658144883

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