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Wie wichtig sind Marken bei Commodities? Eine konzeptionelle Analyse

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Book cover Commodity Marketing

Zusammenfassung

Die Differenzierung des eigenen Leistungsangebots von Wettbewerberangeboten stellt für Anbieter von Commodities eine zentrale Herausforderung dar. Der vorliegende Beitrag geht der Frage nach, wie mit Hilfe von Marken einer Commoditisierung von Leistungen entgegengewirkt werden kann. Der zentrale Untersuchungsgegenstand ist dabei das Konstrukt Markenrelevanz als Ausdruck für die Bedeutung einer Marke als Kaufentscheidungskriterium des Nachfragers. Basierend auf einer Bestandsaufnahme existierender Untersuchungen zur Markenrelevanz bei Commodities und einer Diskussion theoretischer Erklärungsansätze erarbeitet der Beitrag ein Modell, das Determinanten und Wirkeffekte der Markenrelevanz bei Commodities zusammenfasst. Der Beitrag postuliert vier Thesen und diskutiert weiteren Forschungsbedarf hinsichtlich der Relevanz von Marken für Commodities.

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Authors and Affiliations

  1. Juniorprofessur für Betriebswirtschaftslehre, insbesondere Marketing Intelligence, Fakultät Sozial- und Wirtschaftswissenschaften, Otto-Friedrich-Universität Bamberg, Feldkirchenstraße 21, 96052, Bamberg, Deutschland

    Prof. Dr. Alexander Leischnig

  2. Fachgebiet Marketing, Fakultät für Wirtschaftswissenschaften und Medien, Technische Universität Ilmenau, Helmholtzplatz 3 (Oeconomicum), 98693, Ilmenau, Deutschland

    Prof. Dr. Anja Geigenmüller

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  1. Prof. Dr. Alexander Leischnig
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  2. Prof. Dr. Anja Geigenmüller
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Correspondence to Alexander Leischnig .

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Editors and Affiliations

  1. Lehrstuhl für Marketing und Internationalen Handel, Technische Universität Bergakademie Freiberg, Freiberg, Germany

    Margit Enke

  2. Fachgebiet Marketing, Technische Universität Ilmenau, Ilmenau, Germany

    Anja Geigenmüller

  3. Juniorprofessur für BWL, insb. Marketing Intelligence, Otto-Friedrich-Universität Bamberg, Bamberg, Germany

    Alexander Leischnig

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Leischnig, A., Geigenmüller, A. (2014). Wie wichtig sind Marken bei Commodities? Eine konzeptionelle Analyse. In: Enke, M., Geigenmüller, A., Leischnig, A. (eds) Commodity Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02925-8_5

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  • DOI: https://doi.org/10.1007/978-3-658-02925-8_5

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-02924-1

  • Online ISBN: 978-3-658-02925-8

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