Intramarkenimagekonfusion: Eine empirische Untersuchung am Beispiel der Automobilindustrie (Innovatives Markenmanagement) book cover by Robert Kohtes

Intramarkenimagekonfusion: Eine empirische Untersuchung am Beispiel der Automobilindustrie (Innovatives Markenmanagement) [9783658199272]

Name: Intramarkenimagekonfusion: Eine empirische Untersuchung am Beispiel der Automobilindustrie (Innovatives Markenmanagement) [9783658199272]
SKU: 9783658199272
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Author: Robert Kohtes

Paperback

SKU: 9783658199272

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Overview

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 schließen die Arbeit ab.

The book, Intramarkenimagekonfusion: Eine empirische Untersuchung am Beispiel der Automobilindustrie (Innovatives Markenmanagement) [Bulk, Wholesale, Quantity] ISBN#9783658199272 in Paperback by Robert Kohtes may be ordered in bulk quantities. Minimum starts at 25 copies. Availability based on publisher status and quantity being ordered.

Details

Author:

Robert Kohtes

Format:

Paperback

Publication Date:

10/24/2017

ISBN-13:

9783658199272

Pages:

267

Publisher:

Springer Fachmedien Wiesbaden

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