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Die Rolle von Emotionen als Mediatoren zwischen Markenimage und Markenstrke

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Springer Nature
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9783834984760
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Product Description

Obwohl die Bedeutung von Emotionen fr die Markenfhrung lngst erkannt worden ist, stellt ein gezieltes Emotionsmanagement fr die Unternehmenspraxis, nicht zuletzt aufgrund eines Mangels an geeigneten Forschungserkenntnissen, immer noch eine groe Herausforderung dar. Christine Knackfu entwickelt auf Basis umfassender empirischer Untersuchungen sowohl ein messbares Inventar an erfolgsrelevanten Markenemotionen als auch ein Modell zur Erklrung ihrer Ursache und Wirkung. Der Emotionsbegriff wird konkretisiert, die bei der Entstehung von Emotionen relevanten Mechanismen werden identifiziert und spezifische Zusammenhnge zwischen dem Markenwissen, Emotionen und der Markenstrke aufgedeckt.

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