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Der Zusammenhang Zwischen Marken- Und Konsumentenpersoenlichkeit - Kausalanalytische Untersuchung Am Beispiel Von Jugendlichen... Der Zusammenhang Zwischen Marken- Und Konsumentenpersoenlichkeit - Kausalanalytische Untersuchung Am Beispiel Von Jugendlichen (German, Paperback, 2009 ed.)
Univ -Prof Dr Cornelia Zanger; Dirk Schlagentweith
R1,896 Discovery Miles 18 960
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Dirk Schlagentweith geht der Frage nach, ob es eine Kongruenz zwischen Marken- und Konsumentenpersonlichkeit gibt und welchen Einfluss diese auf das Kaufverhalten des Konsumenten hat. Er entwickelt auf der Grundlage internationaler Forschungsansatze ein Modell zur Erklarung der Kongruenz zwischen Marken- und Konsumentenpersonlichkeit."

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