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Marken-Authentizität

Marken-Authentizität

Mike Schallehn

84,93 €
IVA incluido
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Editorial:
Springer Nature B.V.
Año de edición:
2012
Materia
Ventas y marketing
ISBN:
9783834939432
84,93 €
IVA incluido
Disponible

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Sobre IBD

​Aspekte der Authentizität von Marken werden innerhalb der Markenforschung bislang nur ansatzweise thematisiert. Dies steht im Gegensatz zur wachsenden Bedeutung des Konstrukts in der Marketingpraxis. Um das bis dato unerforschte Konzept der Authentizität von Marken in die strategische Markenführung zu integrieren, erarbeitet Mike Schallehn eine grundlegende Konzeptualisierung und Operationalisierung des Konstrukts, die auf dem theoretischen Ansatz der identitätsbasierten Markenführung aufbaut.  Anschließend entwickelt er ein branchen- und markenübergreifend einsetzbares  Managementmodell zur Authentizität von Marken, das er durch eine empirische Untersuchung im Fastfood- und Biermarkt validiert.

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