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Markenerfolg durch Brand Communities
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Die Bedeutung einer starken Marke als Erfolgsgarant ist im Marketing unbestritten, allerdings nimmt der Einfluss der Konsumenten auf eine Marke permanent zu. Bastian Popp illustriert dies am Beispiel von Brand Communities und zeigt die konomische Relevanz fr den Markenerfolg auf. Durch die Verknpfung der Brand-Community-Forschung mit traditionellen Marketing-Anstzen wird der Zusammenhang zwischen der Konsumentenidentifikation und der Zufriedenheit empirisch geklrt und die zentrale Bedeutung dieser Konstrukte fr die Kundenbindung und die Neukundengewinnung aufgezeigt. Der Autor leitet eine modifizierte Service-Profit Chain als Leitbild fr das Marketing und Handlungsempfehlungen fr das Management ab.
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