Copied Konsumentenwert
Konsumentenwert
Was macht Marktangebote wertvoll fr Konsumenten - diese Frage gehrt zu den wichtigsten im Marketing. Bisherige Anstze sind jedoch einseitig und fokussieren nur auf Individuum-bezogene Wert-Facetten. Steffen Jahn entwickelt eine Typologie des Konsumentenwertes, die erstmalig die kollektiven Asnpekte des Konsums und deren Bedeutung fr das Konsumerlebnis angemessen bercksichtigt. Die Arbeit ermglicht damit, die Beliebtheit von Facebook, Multi-Player-Computerspielen oder Festivals besser zu erklren. Eine empirische Untersuchung weist zustzlich nach, dass kollektiv-orientierter Konsumentenwert den Unternehmenserfolg positiv beeinflusst. Damit leistet die Dissertationeinen Beitrag sowohl fr Marketingwissenschaft als auch -praxis.
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