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Einfluss der rumlichen Markenherkunft auf das Markenimage

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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783834939425
Condition
New
Product Description

Insbesondere internationale Marken kommunizieren oft aktiv ihre rumliche Herkunft, z.B. im Logo, im Markennamen oder in der Werbung. Dadurch sollen beim Nachfrager positive Assoziationen geweckt und auf das Markenimage bertragen werden. Die dahinterliegenden kognitiven, affektiven und normativen Prozesse werden vom Autor theoretisch erklrt und anschlieend fr fnf Branchen kausalanalytisch am Beispiel des Wachstumsmarktes Indiens untersucht. Auf Basis der empirischen Ergebnisse zeigt der Autor, wie internationale Marken ihre Herkunft einsetzen knnen, um sich funktional und emotional vom Wettbewerb zu differenzieren und Kunden zu gewinnen.

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