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Aufbau, Wirkung und Messung von Brand Engagement

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

Zusammenfassung

Für Unternehmen gewinnt die Erzielung von Brand Engagement in den letzten Jahren an Bedeutung. Gerade durch die Digitalisierung eröffnen sich hier neue Felder, die das Brand Engagement von Kunden leichter ermöglichen und deren Wirkungen für Marken verstärken. Wir gehen im folgenden Beitrag auf die Gründe für Brand Engagement sowie dessen Formen, Einflussfaktoren und Wirkungen auf das Konsumentenverhalten ein. Abschließend bietet der Beitrag praktische Implikationen für das Markenmanagement.

Schlüsselwörter

Engagement Kundenbeziehungsmanagement Marke Markenführung Konsumentenverhalten 

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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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