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Markenfit und Markenwirkung

Markenfit und Markenwirkung

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834931160
Condition
New
Product Description

Um Marken emotional aufzuladen, wird hufig auf Manahmen der Markenanreicherung zurckgegriffen, wie z.B. Sponsoring, Event-Marketing oder Werbung mit prominenten Testimonials. Der Markenfit, also die Passfhigkeit zwischen der Marke und dem jeweiligen Imageobjekt, ist dabei einer der mageblichen Erfolgsfaktoren. Hans-Jrg Sturm beschreibt, wie der Markenfit und die fr die Marke erzielte Imagewirkung zusammenhngen und entwickelt ein theoretisches Modell, das er empirisch untersucht. Der Autor geht weiterhin der Frage nach, welche empirische Methode sich am besten dazu eignet, den Fit zwischen einer Marke und einem anreichernden Imageobjekt reliabel und valide zu messen.

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