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Preis und Prestige
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Product Details
Hanna Schumacher zeigt die unterschiedlichen Auswirkungen von Verkaufsfrderungen wie Listenpreissenkungen, monetre und nichtmonetre Rabatte auf die Markenwahrnehmung und auf die Kaufintention bei langlebigen Wirtschaftsgtern auf. Die Ergebnisse ihrer Untersuchung, deren Grundlage insgesamt ber 1200 Interviews mit Automobilkunden bilden, deuten darauf hin, dass sich die Wirkung bei Prestigemarkenprodukten im Vergleich zu Nicht-Prestigemarkenprodukten unterscheidet. Es wird zudem aufgezeigt, dass diese Effekte von den Persnlichkeitsmerkmalen der Kunden beeinflusst werden.
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