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Innengerichtete Markenfhrung in Unternehmen mit mehreren Marken

Innengerichtete Markenfhrung in Unternehmen mit mehreren Marken

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658119591
Condition
New
Product Description

Mirjam Jentschke identifiziert anhand der sozialwissenschaftlichen Multiple Identity- und Multiple Commitment-Forschung Determinanten und Verhaltenswirkungen des Brand Commitment im Kontext mehrerer Marken. Die Zahl der Unternehmen, die mehr als eine Marke fhren, steigt aufgrund einer wachsenden Marktsttigung und fragmentierter Kundenbedrfnisse stetig. Die innengerichtete Markenfhrung kann durch den Aufbau von Brand Commitment dazu beitragen, die unterschiedlichen Marken zu strken und trgt so zum Gesamterfolg des Markenportfolios bei. Eine empirische Untersuchung in einem Unternehmen der Hausgertebranche untermauert die Erkenntnisse der Arbeit und erlaubt die Herleitung praxisrelevanter Manahmen.

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