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Bestimmung des Repositionierungsspielraums von Marken

Bestimmung des Repositionierungsspielraums von Marken

Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783658013042
Condition
New
Product Description

Durch die zunehmende Dynamik insbesondere an Konsumgtermrkten entwickelt sich die Markenrepositionierung immer mehr zu einem wichtigen Instrument der erfolgreichen Markenfhrung. Gleichzeitig wird der hierfr zur Verfgung stehende Spielraum durch den Wunsch der Nachfrager nach Kontinuitt und Entscheidungsvereinfachung eingeschrnkt. Sonja Boch entwickelt auf Basis neurokonomischer Forschungserkenntnisse und unter Zuhilfenahme Impliziter Assoziationstests ein entscheidungsuntersttzendes Modell fr die professionelle Bestimmung des Repositionierungsspielraums von Marken. Die Anwendbarkeit und Vorzge ihrer Herangehensweise gegenber traditionellen Markenforschungsanstzen belegt die Autorin anhand einer umfassenden empirischen Untersuchung an verschiedenen Konsumgtermrkten.

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