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Intramarkenimagekonfusion

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658199272
Condition
New
Product Description

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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