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Behavioral Branding pp 141–159Cite as

Aufbau des Markencommitment in Abhängigkeit des Mitarbeiter-Marken-Fits

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Zusammenfassung

Themen rund um das Engagement, die Loyalität und das Markencommitment eines Mitarbeiters sind in den letzten Jahren zunehmend in den Mittelpunkt des Interesses gerückt. Praxis und Forschung haben die Bedeutung des Mitarbeiters im Rahmen der Markenkommunikation und des Customer Relation Managements erkannt und setzen sich heute intensiv mit Themen wie Markenbotschaftertum, Brand Citizenship Behavior oder Markencommitment der Mitarbeiter auseinander.

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Authors
  1. Franz-Rudolf Esch
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  2. Kristina Strödter
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Torsten Tomczak Franz-Rudolf Esch Joachim Kernstock Andreas Herrmann

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Esch, FR., Strödter, K. (2009). Aufbau des Markencommitment in Abhängigkeit des Mitarbeiter-Marken-Fits. In: Tomczak, T., Esch, FR., Kernstock, J., Herrmann, A. (eds) Behavioral Branding. Gabler. https://doi.org/10.1007/978-3-8349-8744-0_8

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