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Springer Nature
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GTIN
9783834941381
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Product Description

Die Marke ist der bedeutendste Vermgenswert vieler Unternehmen. Durch die Globalisierung der wirtschaftlichen Aktivitten muss sich die Marke zunehmend in heterogenen Mrkten beweisen. Entscheidend fr den Markterfolg ist das von den Nachfragern in den Zielmrkten wahrgenommene Image der Marke. Es stellt sich die Frage, welche Auswirkungen unterschiedliche kulturelle, konomische und soziodemographische Faktoren auf die Markenfhrung haben? Wulf Stolle analysiert auf Basis konzeptioneller berlegungen und einer umfangreichen empirischen Erhebung in Brasilien, China, Deutschland und den USA, welche Konsequenzen sich aus der Marktheterogenitt fr die Wahrnehmung und Beurteilung von Automarken ergeben.

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