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Aufbau, Wirkung und Messung von Brand Engagement

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Handbuch Markenführung

Part of the book series: Springer Reference Wirtschaft ((SRW))

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Zusammenfassung

Für Unternehmen gewinnt die Erzielung von Brand Engagement in den letzten Jahren an Bedeutung. Gerade durch die Digitalisierung eröffnen sich hier neue Felder, die das Brand Engagement von Kunden leichter ermöglichen und deren Wirkungen für Marken verstärken. Wir gehen im folgenden Beitrag auf die Gründe für Brand Engagement sowie dessen Formen, Einflussfaktoren und Wirkungen auf das Konsumentenverhalten ein. Abschließend bietet der Beitrag praktische Implikationen für das Markenmanagement .

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Authors and Affiliations

  1. Institut für Marken- und Kommunikationsforschung, EBS Universität für Wirtschaft und Recht, Oestrich-Winkel, Deutschland

    Franz-Rudolf Esch

  2. ESCH. The Brand Consultants, Saarlouis/Köln, Deutschland

    Franz-Rudolf Esch

  3. Institut für Marken- und Kommunikationsforschung, EBS Universität für Wirtschaft und Recht, Rheingaustr. 1, Oestrich-Winkel, Deutschland

    Isabelle Köhler

Authors
  1. Franz-Rudolf Esch
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  2. Isabelle Köhler
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Correspondence to Franz-Rudolf Esch .

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Editors and Affiliations

  1. EBS Universität für Wirtschaft und Recht, Wiesbaden, Hessen, Germany

    Franz-Rudolf Esch

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Esch, FR., Köhler, I. (2017). Aufbau, Wirkung und Messung von Brand Engagement. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13361-0_79-1

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  • DOI: https://doi.org/10.1007/978-3-658-13361-0_79-1

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-13361-0

  • Online ISBN: 978-3-658-13361-0

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