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Internal City Branding: Ein Empirisch Validiertes Modell Zur Internen, Identitätsbasierten Markenführung Von Städten
Paperback
Series: Innovatives Markenmanagement
ISBN13: 9783658245870
Publisher: Springer Gabler
Published: Jan 7 2019
Pages: 314
Weight: 0.89
Height: 0.70 Width: 5.83 Depth: 8.27
Language: German
Basierend auf der Erkenntnis, dass Einwohner eine bedeutende Zielgruppe im Rahmen der Markenführung von Städten sind, entwickelt Ayla Rö ler ein Modell zur internen, identitätsbasierten Markenführung von Städten. Es wird untersucht, wie Einwohner als wichtige interne Zielgruppe einer Stadt zu positiven Botschaftern dieser gemacht werden können und ihre Intention, in der Stadt wohnen zu bleiben, gestärkt werden kann. Auf Basis der empirischen Ergebnisse zeigt die Autorin, wie die städtische Markenführung diese beiden zentralen Herausforderungen meistern kann und veranschaulicht dies anhand zahlreicher Beispiele aus der Praxis.
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