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Verschenktes Potential

Händler als zentrale Schnittstelle zwischen Herstellern und Brand Communities

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Vergemeinschaftung in der Volkswagenwelt

Part of the book series: Konsumsoziologie und Massenkultur ((SKM0X))

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Zusammenfassung

Automobile begeistern bereits seit Jahrzehnten die Menschheit, und noch heute erfreuen sich beispielsweise Modelle wie der VW Käfer großer Beliebtheit. Schon früh gründeten VW Käfer-Fans eigeninitiativ Vereine und Clubs, mit dem Ziel, sich sowohl deutschlandweit als auch international mit anderen VW Käfer-Fans auszutauschen und die Marke gemeinsam zu erleben. Zudem haben die Vielfalt, Bedeutung und Wahrnehmung sogenannter „Brand Communities“ (BCs) durch zunehmende Mobilität und das Aufkommen neuer Kommunikationsmedien in der Gesellschaft stark zugenommen (Hartleb 2009). Dabei werden BCs defi niert als „a specialized, non-geographically bounded community, based on a structured set of social relationships among admirers of a brand“ (Muniz/O’Guinn 2001: 418).

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Authors
  1. Vivian Hartleb
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Kai-Uwe Hellmann Thorsten Raabe

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© 2011 VS Verlag für Sozialwissenschaften | Springer Fachmedien Wiesbaden GmbH

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Hartleb, V. (2011). Verschenktes Potential. In: Hellmann, KU., Raabe, T. (eds) Vergemeinschaftung in der Volkswagenwelt. Konsumsoziologie und Massenkultur. VS Verlag für Sozialwissenschaften, Wiesbaden. https://doi.org/10.1007/978-5-531-93279-8_7

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  • DOI: https://doi.org/10.1007/978-5-531-93279-8_7

  • Publisher Name: VS Verlag für Sozialwissenschaften, Wiesbaden

  • Print ISBN: 978-3-531-17899-8

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