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Vergemeinschaftung in der Volkswagenwelt

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Springer Nature
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GTIN
9783531178998
Condition
New
Product Description

Seit 2001 gibt es eine international vernetzte Forschung zu brand communities, d.h. zu sozialen Netzwerken, die aus hochengagierten Kunden spezieller Markenprodukte wie Apple, Harley-Davidson oder Sony bestehen. Die Beitrge in diesem Band schlieen an diese Forschung an und wenden sie auf Kunden von Produkten der Volkswagen AG an. Darber hinaus wird untersucht, welche Vernderungen von Bedeutungsinhalten gewisser VW-Produktmarken im Zeitvergleich festzustellen sind, einschlielich eines markenbergreifenden Vergleichs von brand communities im Automobilsektor.

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