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Verhaltenswissenschaftliche Grundlagen zur Markenführung

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Handbuch Markenführung

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Zusammenfassung

Der verhaltenswissenschaftliche Ansatz des Marketing und die Konsumentenforschung im engeren Sinne untersuchen das beobachtbare „äußere“ und das nicht beobachtbare „innere“ Verhalten von Menschen beim Kauf und Konsum wirtschaftlicher Güter. Der verhaltenswissenschaftliche Ansatz kann dazu beitragen zu beantworten, wie Konsumenten markierte Leistungen wahrnehmen und beurteilen, durch welche Markierungsmaßnahmen ein differenzierungsfähiges Markenimage erzielt werden kann, wie nachhaltige Markterfolge im Sinne der Speicherung von Markeninformationen im Gedächtnis des Konsumenten oder im Sinne des Aufbaus langfristiger Markenbeziehungen erreicht werden können. (Der Beitrag basiert zum Teil auf der Publikation „Verhaltenswissenschaftliche Grundlagen für die Markenpolitik von Konsumgütern“ (Gröppel-Klein 2004a). Der ursprüngliche Beitrag wurde 2016 überarbeitet und aktualisiert.)

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  1. Universität des Saarlandes, Saarbrücken, Deutschland

    Andrea Gröppel-Klein & Anja Spilski

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  1. Andrea Gröppel-Klein
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  1. EBS Universität für Wirtschaft und Recht, Wiesbaden, Hessen, Germany

    Franz-Rudolf Esch

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Gröppel-Klein, A., Spilski, A. (2016). Verhaltenswissenschaftliche Grundlagen zur Markenführung. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13361-0_2-1

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  • DOI: https://doi.org/10.1007/978-3-658-13361-0_2-1

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  • Online ISBN: 978-3-658-13361-0

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