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Wirkungen von Markenkrisen
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Die Marke als zentraler Werttreiber eines Unternehmens unterliegt stets der Gefahr einer Markenkrise. Das langfristig aufgebaute Markenimage und Markenguthaben knnen empfindlich beschdigt werden. Trotz der hohen Bedeutung von Markenkrisen fr die Unternehmenspraxis wurden die Ursachen und deren Wirkungen auf unterschiedlich starke Marken bisher nicht hinreichend erforscht. In einer empirischen Studienreihe untersucht Stephan Weyler die Ausprgungen von produktbedingten und ethisch bedingten Markenkrisen auf verhaltenswissenschaftliche Zielgren und die Wirkungen von mglichen Reaktionsstrategien auf Markenkrisen. Aus den Ergebnissen leitet der Autor Handlungsempfehlungen fr das Markenmanagement ab.
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