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Messung von Markenbeziehungen

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

Zusammenfassung

Der Aufbau von Konsumenten-Marken-Beziehungen spielt für den Erfolg von Unternehmen eine bedeutende Rolle. Markenbeziehungen können allerdings sehr vielfältig und komplex sein. Die Stärke und Dauerhaftigkeit von Markenbeziehungen stellt daher ein entscheidendes Qualitätsmerkmal dar. In dem folgenden Beitrag gehen wir zunächst auf die theoretischen Grundlagen für Markenbeziehungen ein und stellen verschiedene Ansätze zur Messung von Markenbeziehungen vor. Abschließend werden kurz praktische Implikationen für das Markenmanagement aufgezeigt.

Schlüsselwörter

Markenbeziehung Konsumenten-Marken-Beziehung Brand Relationship Brand Relationship Quality Marke Markenführung 

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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

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