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Nutzung von Word of Mouth für Marken

  • Franz-Rudolf EschEmail author
  • Isabelle MangerEmail author
  • Sabrina EichenauerEmail author
Chapter
Part of the Springer Reference Wirtschaft book series (SRW)

Zusammenfassung

Gespräche mit anderen über Produkte und Marken sind fester Bestandteil des Alltags. Die Bedeutung für Markenmanager ist jedoch nie höher gewesen, da neben dem Austausch von Angesicht zu Angesicht heute online jede Meinung Gehör findet. Dieser Beitrag analysiert die Determinanten für Word of Mouth und gibt Handlungsempfehlungen, um es gezielt für die erfolgreiche Führung einer Marke einzusetzen. Zudem werden die Gefahren durch negative Mund-zu-Mund Propaganda aufgezeigt und Implikationen abgeleitet.

Schlüsselwörter

Word of Mouth Markenkommunikation Verhaltensaktivierung Mund-zu-Mund Propaganda 

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Copyright information

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

Authors and Affiliations

  1. 1.Institut für Marken- und KommunikationsforschungEBS Universität für Wirtschaft und RechtWiesbadenDeutschland
  2. 2.ESCH. The Brand Consultants GmbHSaarlouisDeutschland
  3. 3.Porsche ConsultingStuttgartDeutschland
  4. 4.R + V VersicherungenWiesbadenDeutschland

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