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Kundenindividualisierte Sportartikel. Das Zusammenspiel von Marke und Produkt: Eine Betrachtung der Wechselwirkungen zwischen Mass Customization und M
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ISBN10: 3656929351
ISBN13: 9783656929352
Publisher: Grin Verlag
Published: Mar 26 2015
Pages: 160
Weight: 0.48
Height: 0.37 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783656929352
Publisher: Grin Verlag
Published: Mar 26 2015
Pages: 160
Weight: 0.48
Height: 0.37 Width: 5.83 Depth: 8.27
Language: German
Masterarbeit aus dem Jahr 2015 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 1,0, Universität Bayreuth (Institut für Sportwissenschaften), Veranstaltung: Markenkommunikation, Sprache: Deutsch, Abstract: Customizing oder Individualisierung ist längst kein neumodisches Buzzword von Marketingexperten mehr, sondern steht für die etablierte Erwartungshaltung des Konsumenten gegenüber Produkthersteller. Die vorliegende Arbeit klärt, inwiefern Kundenindividualisierung bei Sportartikeln markenbezogene und/oder leistungs- bzw. produktbezogene Ausprägung besitzen und hat zum Ziel, die Schnittstelle für mögliche Wechselwirkungen zwischen Marke und Produkt zu identifizieren und zu beschreiben. Dabei wird auf Basis sekundäranalytischer Recherche ein Ausgangsmodell entwickelt, welches das Konsumentenverhalten bei individuellem Konsums mit Sportbezug abbildet. Dieses theoretische Ausgangsmodell ist Grundlage der durchgeführten empirischen quantitativen Untersuchung. Mit Hilfe statistischer Analyseverfahren können die konkreten Wechselwirkungen aufgezeigt werden. CD nicht im Lieferumfang enthalten!
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