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Marken-Commitment von Mitarbeitern aufbauen

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Zusammenfassung

Organisationales Commitment (OC) ist innerhalb der Organisationsforschung als Treiber für erwünschte Einstellungen und Verhaltensweisen von Mitarbeitern anerkannt. In diesem Beitrag werden die Erkenntnisse zum OC auf das Konstrukt Marken-Commitment (MC) als zentrale Voraussetzung für markenorientierte Verhaltensweisen von Mitarbeitern übertragen. Marken-Verhalten lässt sich in Marken-Enthusiasmus, Marken-Konformismus und positive Mundpropaganda unterteilen. Das Kapitel stellt dar, welchen Beitrag Marken-Commitment zum Markenerfolg leisten und wodurch es im Unternehmen aufgebaut werden kann.

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Authors and Affiliations

  1. WHY GmbH, München, Deutschland

    Jutta C. Frisch

  2. Technische Universität Kaiserslautern, Kaiserslautern, Deutschland

    Matthias Baum

  3. Institut für Marken- und Kommunikationsforschung, EBS Universität für Wirtschaft und Recht, Wiesbaden, Deutschland

    Franz-Rudolf Esch

  4. ESCH. The Brand Consultants GmbH, Saarlouis, Deutschland

    Franz-Rudolf Esch

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  1. Jutta C. Frisch
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  2. Matthias Baum
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  3. Franz-Rudolf Esch
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Correspondence to Jutta C. Frisch .

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  1. Institut für Marken- und Kommunikationsforschung, EBS Universität für Wirtschaft und Recht, Wiesbaden, Germany

    Franz-Rudolf Esch

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Frisch, J.C., Baum, M., Esch, FR. (2019). Marken-Commitment von Mitarbeitern aufbauen. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13342-9_47

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