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Intramarkenimagekonfusion
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Product Details
Auf der Basis einer fundierten empirischen Analyse weist Robert Kohtes die Wirkung von Intramarkenimagekonfusion am Beispiel der Automobilindustrie nach. Es wird gezeigt, dass sich die Verwirrung des Nachfragers aufgrund zu hnlicher, unklarer oder unglaubwrdiger Produktmarken innerhalb einer Geschftsfeldmarke sowohl negativ auf die Geschftsfeldmarke als auch die Kaufintention des Nachfragers auswirkt. Praxisrelevante Handlungsempfehlungen zur Vermeidung von Intramarkenimagekonfusion fr das Markenmanagement schlieen die Arbeit ab.
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