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Handbuch Markenführung pp 141–151Cite as

Ein ganzheitliches verhaltenswissenschaftliches Modell zur Erklärung von Markenwirkungen

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Zusammenfassung

In den letzten Jahren ist die Zahl der psychologischen Konstrukte zur Erklärung und Messung von Markenwirkungen explodiert. In dem folgenden Beitrag schaffen wir Orientierung durch die Skizzierung und Systematisierung der wesentlichen Konstrukte zur Beschreibung von Markenwirkungen. Wir verknüpfen dabei die Objektebene mit der persönlichen und der sozialen Ebene und klassifizieren in dem Modell nach fünf wesentlichen Dimensionen: Identifikation, Erleben, Integration, Signalwirkung und Verbinden.

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Author information

Authors and Affiliations

  1. Marketing, Columbia Business School, New York, Vereinigte Staaten

    Bernd Schmitt

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

    Franz-Rudolf Esch

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

    Franz-Rudolf Esch

Authors
  1. Bernd Schmitt
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  2. Franz-Rudolf Esch
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Correspondence to Bernd Schmitt .

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Editors and Affiliations

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

    Franz-Rudolf Esch

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© 2019 Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

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Schmitt, B., Esch, FR. (2019). Ein ganzheitliches verhaltenswissenschaftliches Modell zur Erklärung von Markenwirkungen. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13342-9_6

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  • DOI: https://doi.org/10.1007/978-3-658-13342-9_6

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-13341-2

  • Online ISBN: 978-3-658-13342-9

  • eBook Packages: Business and Economics (German Language)

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