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Intramarkenimagekonfusion: Eine Empirische Untersuchung Am Beispiel Der Automobilindustrie
Paperback
Series: Innovatives Markenmanagement
Investing & FinanceMarketingGraphic Design
ISBN13: 9783658199272
Publisher: Springer Gabler
Published: Oct 24 2017
Pages: 267
Weight: 0.77
Height: 0.61 Width: 5.83 Depth: 8.27
Language: German
Auf der Basis einer fundierten empirischen Analyse weist Robert Kohtes die Wirkung von Intramarkenimagekonfusion am Beispiel der Automobilindustrie nach. Es wird gezeigt, dass sich die Verwirrung des Nachfragers aufgrund zu ähnlicher, unklarer oder unglaubwürdiger Produktmarken innerhalb einer Geschäftsfeldmarke sowohl negativ auf die Geschäftsfeldmarke als auch die Kaufintention des Nachfragers auswirkt. Praxisrelevante Handlungsempfehlungen zur Vermeidung von Intramarkenimagekonfusion für das Markenmanagement schlie en die Arbeit ab.
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