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Ein ganzheitliches verhaltenswissenschaftliches Modell zur Erklärung von Markenwirkungen

  • Bernd Schmitt
  • Franz-Rudolf Esch
Living reference work entry
Part of the Springer Reference Wirtschaft book series (SRW)

Zusammenfassung

In den letzten Jahren ist die Zahl der psychologischen Konstrukte zur Erklärung und Messung von Markenwirkungen explodiert. In dem folgenden Beitrag schaffen wir Orientierung durch die Skizzierung und Systematisierung der wesentlichen Konstrukte zur Beschreibung von Markenwirkungen. Wir verknüpfen dabei die Objektebene mit der persönlichen und der sozialen Ebene und klassifizieren in dem Modell nach fünf wesentlichen Dimensionen: Identifikation, Erleben, Integration, Signalwirkung und Verbinden.

Schlüsselwörter

Markenwirkungen Markenwirkungs-Modell Multisensorische Markenwahrnehmung Markeneinstellung Markenbindung Markencommitment Markenassoziationen Markenbeziehungen Brand Engagement Markenpartizipation 

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2018

Authors and Affiliations

  1. 1.MarketingColumbia Business SchoolNew YorkVereinigte Staaten
  2. 2.Institut für Marken- und KommunikationsforschungEBS Universität für Wirtschaft und RechtOestrich-WinkelDeutschland
  3. 3.ESCH. The Brand ConsultantsSaarlouisDeutschland

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