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Springer Nature
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N/A
Part Number
0
GTIN
9783834968876
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New
Product Description

Die nderung eines etablierten Markennamens, beispielsweise im Rahmen von Fusionen & Akquisitionen oder Konsolidierungen von Markenportfolios, birgt hohe Risiken und ist zumeist mit hohen Kosten verbunden. Petra Ringeisen untersucht zeitpunktbezogene Reaktionen von Verbrauchern auf Markennamennderungen und deren Einflussfaktoren. Dazu werden theoretisch abgeleitete Hypothesen anhand vier verschiedener Formen von Markennamennderungen in zwei Konsumgterbereichen sowie im Dienstleistungssektor berprft. Die Ergebnisse liefern Ansatzpunkte fr eine erfolgreiche Gestaltung von Markenumbenennungen.

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