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Zum Einfluss der kognitiven Entwicklungsstufe auf die relative Bedeutung von Exemplern und Beliefs — ein Beitrag zur intraindividuellen Variabilität von Markenassoziationen

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Impulse für die Markenforschung und Markenführung

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Auzsug

Es sind die im Gedächtnis der Rezipienten verankerten Markenassoziationen, die den Erfolg einer Marke bestimmen. Hieran ansetzend wird die Fragestellung untersucht, ob und wie sich diese Assoziationen abhängig vom Alter (bzw. der kognitiven Entwicklungsstufe des Menschen) verändern. Dabei wird zwischen Exemplern und Beliefs als den wesentlichen Dimensionen von Assoziationen unterschieden. Eine Studie mit 172 Probanden (Kinder, Jugendliche und Erwachsene), die Collagen zu einer Marke (Adidas bzw. McDonalds) erstellten, zeigt, dass mit zunehmend höherer Entwicklungsstufe die Bedeutung der Belief-Assoziationen steigt. Begründet werden kann dieses Ergebnis mit der in Abhängigkeit des Alters zunehmenden Fähigkeit des Menschen zur Abstraktion.

Stichworte: Marke, Kinder, Exempler, Beliefs, Markenassoziationen, kognitive Entwicklung

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Authors and Affiliations

  1. Institut für Marketing Munich School of Management, Ludwig-Maximilians-Universität, Munich

    Ursula Raffelt & Anton Meyer (Prof. Dr.)

  2. InBev Baillet-Latour Chaire d’Euromarketing Solvay Business School, Université Libre de Bruxelles, Bruxelles

    Christian Blümelhuber (Prof. Dr.)

Authors
  1. Ursula Raffelt
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  2. Christian Blümelhuber
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  3. Anton Meyer
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Carsten Baumgarth Gülpınar Kelemci Schneider Bahar Ceritoğlu

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Raffelt, U., Blümelhuber, C., Meyer, A. (2008). Zum Einfluss der kognitiven Entwicklungsstufe auf die relative Bedeutung von Exemplern und Beliefs — ein Beitrag zur intraindividuellen Variabilität von Markenassoziationen. In: Baumgarth, C., Schneider, G.K., Ceritoğlu, B. (eds) Impulse für die Markenforschung und Markenführung. Gabler. https://doi.org/10.1007/978-3-8349-9938-2_4

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