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Vergemeinschaftung in der Volkswagenwelt

Vergemeinschaftung in der Volkswagenwelt

 

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Editorial:
Springer Nature B.V.
Año de edición:
2011
Materia
Sociedad y cultura: general
ISBN:
9783531178998
45,56 €
IVA incluido
Disponible

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Sobre IBD

Seit 2001 gibt es eine international vernetzte Forschung zu „brand communities', d.h. zu sozialen Netzwerken, die aus hochengagierten Kunden spezieller Markenprodukte wie Apple, Harley-Davidson oder Sony bestehen. Die Beiträge in diesem Band schließen an diese Forschung an und wenden sie auf Kunden von Produkten der Volkswagen AG an. Darüber hinaus wird untersucht, welche Veränderungen von Bedeutungsinhalten gewisser VW-Produktmarken im Zeitvergleich festzustellen sind, einschließlich eines markenübergreifenden Vergleichs von „brand communities' im Automobilsektor.

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