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Identittsbasierte Markenbewertung
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Product Details
Im Kontext steigender Austauschbarkeit von Produkten und Dienstleistungen in vielen Industrien sind Marken zentrale Treiber fr die Kauf- und Nutzenentscheidung der Nachfrager. Sie stellen fr viele Unternehmen einen erheblichen immateriellen Vermgenswert dar. Ein integrierter Ansatz, der die Mitarbeiter als eine wichtige interne Quelle des Markenwerts bercksichtigt, hat bislang nur geringe Beachtung erfahren. Marc Jost-Benz schliet diese Forschungslcke, in dem er ein integriertes Markenbewertungsmodell auf der Basis des identittsbasierten Markenmanagementansatzes vorstellt.
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