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Emotionale Markenbindung in sozialen Netzwerken
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Stephen K. Schuster beweist, dass sowohl die funktionale als auch die hedonistische Interaktion zwischen Kunde und Marke in sozialen Netzwerken einen signifikant positiven Effekt auf die emotionale Markenbindung besitzt. Weiterhin besttigen seine Forschungsergebnisse die Hypothese, dass die Interaktionshufigkeit die emotionale Markenbindung im zeitlichen Verlauf positiv beeinflusst. Mit dieser Arbeit liegt im deutschsprachigen Raum erstmals eine Studie vor, welche Aufschluss ber den Ursache-Wirkungs-Zusammenhang zwischen Interaktion, Markenbindung und dem Kundenverhalten in Social Network Brand Communities gibt.
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