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Eine wertebasierte Typologie der Markenliebe

Eine wertebasierte Typologie der Markenliebe

Jochen Kühn

84,54 €
IVA incluido
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Editorial:
Springer Nature B.V.
Año de edición:
2018
Materia
Ventas y marketing
ISBN:
9783658223267
84,54 €
IVA incluido
Disponible

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Sobre IBD

Markenliebe gilt als die intensivste Form aller Konsumenten-Markenbeziehungen. Jochen Kühn untersucht, ob nur ein oder mehrere Typen von Markenliebe existieren. Um diese Forschungslücke zu schließen, wurden eine qualitative und zwei quantitative Studien durchgeführt. Der Autor identifiziert sechs verschiedene Typen von Markenliebe: selbstwertsteigernde Markenliebe, hedonistische Markenliebe, harmonische Markenliebe, selbstbestimmende Markenliebe, leistungssteigernde Markenliebe und bewahrende Markenliebe. Die Studien liefern wichtige Forschungs- und Praxisimplikationen u.a. zur Gestaltung des Marketing-Mix, um Markenliebe gezielt aufzubauen und aufrechtzuerhalten.

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