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Bestimmung Des Repositionierungsspielraums Von Marken: Markenführung Mit Hilfe Neuroökonomischer Forschungserkenntnisse
Paperback
Series: Innovatives Markenmanagement, Book 42
ISBN13: 9783658013042
Publisher: Springer Gabler
Published: Jan 9 2013
Pages: 418
Weight: 1.16
Height: 0.90 Width: 5.83 Depth: 8.27
Language: German
Durch die zunehmende Dynamik insbesondere an Konsumgütermärkten entwickelt sich die Markenrepositionierung immer mehr zu einem wichtigen Instrument der erfolgreichen Markenführung. Gleichzeitig wird der hierfür zur Verfügung stehende Spielraum durch den Wunsch der Nachfrager nach Kontinuität und Entscheidungsvereinfachung eingeschränkt. Sonja Boch entwickelt auf Basis neuroökonomischer Forschungserkenntnisse und unter Zuhilfenahme Impliziter Assoziationstests ein entscheidungsunterstützendes Modell für die professionelle Bestimmung des Repositionierungsspielraums von Marken. Die Anwendbarkeit und Vorzüge ihrer Herangehensweise gegenüber traditionellen Markenforschungsansätzen belegt die Autorin anhand einer umfassenden empirischen Untersuchung an verschiedenen Konsumgütermärkten.
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