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Marken-Authentizitt
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Aspekte der Authentizitt von Marken werden innerhalb der Markenforschung bislang nur ansatzweise thematisiert. Dies steht im Gegensatz zur wachsenden Bedeutung des Konstrukts in der Marketingpraxis. Um das bis dato unerforschte Konzept der Authentizitt von Marken in die strategische Markenfhrung zu integrieren, erarbeitet Mike Schallehn eine grundlegende Konzeptualisierung und Operationalisierung des Konstrukts, die auf dem theoretischen Ansatz der identittsbasierten Markenfhrung aufbaut. Anschlieend entwickelt er ein branchen- und markenbergreifend einsetzbares Managementmodell zur Authentizitt von Marken, das er durch eine empirische Untersuchung im Fastfood- und Biermarkt validiert.
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