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Messung der Markenbindung

  • Dominika Pesch-GawlowskiEmail author
  • Franz-Rudolf Esch
Chapter
Part of the Springer Reference Wirtschaft book series (SRW)

Zusammenfassung

Kunden an ihre Marken zu binden, wird für Unternehmen immer wichtiger. Die Markenbindung kennzeichnet die Stärke der kognitiven und affektiven Bindung der Marke mit sich selbst. Durch eine solche Markenbindung schaffen es Unternehmen, ihre Produkte und Dienstleistungen im immer stärker werden Wettbewerb zu immunisieren. In dem vorliegenden Beitrag erfolgt eine theoretische Herleitung des Konstrukts Markenbindung und eine Abgrenzung von verwandten Konstrukten. Zudem werden unterschiedliche Ansätze zur Operationalisierung und Messung des Konstruktes vorgestellt.

Schlüsselwörter

Markenbindung Bindungstheorie Markenbeziehung Brand Relationship Quality Emotional Attachment 

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Copyright information

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

Authors and Affiliations

  1. 1.Kemper Kommunikation GmbHFrankfurt am MainDeutschland
  2. 2.Institut für Marken- und KommunikationsforschungEBS Universität für Wirtschaft und RechtWiesbadenDeutschland
  3. 3.ESCH. The Brand Consultants GmbHSaarlouisDeutschland

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