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Konsumentenverhalten in ereignisinduzierten Markenkrisen

Konsumentenverhalten in ereignisinduzierten Markenkrisen

Anja Weißgerber

96,97 €
IVA incluido
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Editorial:
Springer Nature B.V.
Año de edición:
2007
Materia
Ventas y marketing
ISBN:
9783835007383
96,97 €
IVA incluido
Disponible

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Sobre IBD

Anja Weißgerber entwickelt ein Modell zur Wirkung von Markenbeziehungen auf das Konsumentenverhalten im Fall von Krisensituationen und zeigt, dass gute Markenbeziehungen im Fall negativer Medienberichterstattung über die Marke immunisierenden Einfluss haben. Abschließend entwickelt sie Handlungsempfehlungen für das Markenmanagement vor und in ereignisinduzierten Markenkrisen.

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