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Aktuelle Beiträge zur Dienstleistungsforschung pp 151–169Cite as

Ein Framework zur Integration des Identifikationskonzeptes in die Marketingforschung

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Zusammenfassung

Die Identifikation von Konsumenten mit einer Marke oder einem anderen Identifikationsobjekt wurde in den letzten Jahren in einer Vielzahl theoretischer und empirischer Beiträge diskutiert (Ahearne et al., 2005; Bhattacharya/Sen, 2003; Homburg et al., 2009; Lam et al., 2010; Wieseke et al., 2012).

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  1. Universität Bayreuth, Bayreuth, Deutschland

    Dr. Bastian Popp

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  1. Lehrstuhl für Marketing, TU Kaiserslautern, Postfach 3049, Kaiserslautern, 67653, Germany

    Stefan Roth

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Popp, B. (2013). Ein Framework zur Integration des Identifikationskonzeptes in die Marketingforschung. In: Roth, S. (eds) Aktuelle Beiträge zur Dienstleistungsforschung. Fokus Dienstleistungsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-00253-4_7

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