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Konstrukt der Markenpersönlichkeit

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Kontextabhängige Konzeptualisierung der Markenpersönlichkeit

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Die folgenden Ausführungen widmen sich dem Begriff der Markenpersönlichkeit sowie seiner Entstehung und Relevanz für das Kaufverhalten. Hierzu wird zunächst der Stand der Forschung umfassend abgebildet und strukturiert (vgl. Abbildung 4).

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(2008). Konstrukt der Markenpersönlichkeit. In: Kontextabhängige Konzeptualisierung der Markenpersönlichkeit. Gabler. https://doi.org/10.1007/978-3-8349-9987-0_2

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