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Akzeptanz kologischer Produktinnovationen im Automobilbereich

Akzeptanz kologischer Produktinnovationen im Automobilbereich

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658074142
Condition
New
Product Description

Isabel Maria Staufer untersucht, inwiefern sowohl die Markenliebe als auch die kologische Werthaltung eines Konsumenten als Steuerungsinstrumente innerhalb eines Kaufentscheidungsprozesses bei Produktinnovationen fungieren knnen. Auf Grundlage einer verhaltenstheoretischen Untersuchung, die den Einfluss der Markenliebe und der kologischen Werthaltung als moderierende Variablen der Beziehungen zwischen den wahrgenommenen Innovationseigenschaften eines Konsumenten und der Einstellung gegenber dem Kauf von Produktinnovationen analysiert, werden Implikationen fr das Marketing produzierender Unternehmen gegeben.

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