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Marken-Commitment von Mitarbeitern aufbauen

  • Jutta C. FrischEmail author
  • Matthias Baum
  • Franz-Rudolf Esch
Chapter
Part of the Springer Reference Wirtschaft book series (SRW)

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.

Schlüsselwörter

Organisationales Commitment Marken-Commitment Marken-Verhalten Marken-Enthusiasmus Personen-Marken-Fit 

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Copyright information

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

Authors and Affiliations

  • Jutta C. Frisch
    • 1
    Email author
  • Matthias Baum
    • 2
  • Franz-Rudolf Esch
    • 3
    • 4
  1. 1.WHY GmbHMünchenDeutschland
  2. 2.Technische Universität KaiserslauternKaiserslauternDeutschland
  3. 3.Institut für Marken- und KommunikationsforschungEBS Universität für Wirtschaft und RechtWiesbadenDeutschland
  4. 4.ESCH. The Brand Consultants GmbHSaarlouisDeutschland

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