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Softwarez.Info - Software's World! Library Zone E-Books Der Zusammenhang zwischen Marken- und Konsumentenpersönlichkeit Kausalanalytische ...

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Der Zusammenhang zwischen Marken- und Konsumentenpersönlichkeit Kausalanalytische ...
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Free Download Der Zusammenhang zwischen Marken- und Konsumentenpersönlichkeit: Kausalanalytische Untersuchung am Beispiel von Jugendlichen By Dirk Schlagentweith (auth.)
2009 | 184 Pages | ISBN: 3834913448 | PDF | 1 MB
Die Marke als imaginär-symbolischer Produktwert ist angesichts austauschbarer funktionaler Produktqualität, eines zunehmenden globalen Wettbewerbs und eines reizüberfluteten, multioptionalen Konsumenten immer bedeutsamer für den Markterfolg geworden. Marken sind immer dann erfolgreich, wenn es dem Anbieter gelingt, sie im Bewusstsein des Konsumenten als einzigartig zu positionieren. Dirk Schlagentweith geht der Frage nach, ob es zwischen Marken- und Konsumentenpersönlichkeit eine Kongruenz gibt und welchen Einfluss diese auf das Kaufverhalten des Konsumenten hat. Der Autor entwickelt auf der Grundlage internationaler Forschungsansätze ein Modell zur Erklärung der Kongruenz zwischen Marken- und Konsumentenpersönlichkeit. Am Beispiel von bekannten Sportschuhmarken, die bei Jugendlichen als High-Involvement-Produkte gelten, überprüft er die Forschungshypothesen. Abschließend leitet er aus den Ergebnissen Empfehlungen für Markenunternehmen ab, deren Zielgruppe jugendliche Konsumenten sind.


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