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Dimensionen der Markenpersönlichkeit

  • Jennifer L. AakerEmail author
Chapter
Part of the Springer Reference Wirtschaft book series (SRW)

Zusammenfassung

Marken werden oft mit Menschen verglichen. Sie sollen über eine Persönlichkeit verfügen wie ein Mensch. Zur Erklärung der menschlichen Persönlichkeit wurde umfangreiche Forschung betrieben. Unter anderem wurden die „Big Five“ Persönlichkeitsdimensionen entwickelt und deren jeweilige Bedeutung in verschiedenen Studien beleuchtet. Mit Blick auf die Konsumentenforschung wurde kein vergleichbares Konzept entwickelt, welches die Markenpersönlichkeit erklärt. In dieser Studie wird erstmals der theoretische Rahmen zur Erklärung von Entstehung, Struktur, Messung und Wirkung der Markenpersönlichkeit entwickelt. Die Markenpersönlichkeit setzt sich aus fünf Dimensionen zusammen (Aufrichtigkeit, Erregung, Kompetenz, Kultiviertheit, Robustheit).

Schlüsselwörter

Persönlichkeitsmerkmale Big Five Konsumentenforschung Markenpersönlichkeit Sozialpsychologie 

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Copyright information

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

Authors and Affiliations

  1. 1.Stanford Graduate School of BusinessStanford UniversityStanfordUSA

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