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Corporate Sustainable Branding: Ein Empirischer Beitrag Zum Markenerfolg Öffentlich Exponierter Unternehmen
Paperback
Series: Unternehmensführung Und Marketing, Book 55
ISBN13: 9783834940766
Publisher: Gabler Verlag
Published: Apr 13 2012
Pages: 244
Weight: 0.94
Height: 0.55 Width: 6.69 Depth: 9.61
Language: German
Obwohl Nachhaltigkeit verstärkt in die Unternehmensmarke und -kommunikation integriert wird, gibt es bisher wenige empirische Studien, die die individuellen Erfolgsbeiträge einer Unternehmensmarke und unternehmerischer Nachhaltigkeit integriert betrachten. Anhand einer empirischen Untersuchung analysiert Christian Rauch, inwiefern die Verankerung von Nachhaltigkeit in der Unternehmensmarke einen Beitrag für den Markenerfolg öffentlich exponierter Unternehmen leistet. Insbesondere zeigt der Autor, welche affektiven, kognitiven und konativen Wirkungen erwartet werden können und wie diese entstehen. Er leitet Implikationen für eine erfolgreiche Ausgestaltung eines Corporate Sustainable Branding ab.
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