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Language
German
German
Book
Paperback
Der Aufbau langlebiger, emotional bindender Beziehungen zu Konsumenten wird als Königsweg zum langfr...
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Libristo code: 01783263
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Der Aufbau langlebiger, emotional bindender Beziehungen zu Konsumenten wird als Königsweg zum langfristigen Markenerfolg angesehen. Saskia Diehl zeigt, welchen Beitrag Sozialisationsfaktoren und psychologische Bindungsneigungen in Relation zu unternehmensseitig steuerbaren Treibern für den Erfolg emotionaler Markenbeziehungen leisten. Sie entwickelt marketingspezifische Verhaltensindikatoren für die Existenz von Brand Attachment in Markenbeziehungen und schafft so eine Grundlage für die Messung der emotionalen Verbundenheit zwischen Marken und Konsumenten.
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About the book
Full name
Brand Attachment
Author
Saskia Diehl
Language
German
German
Binding
Book - Paperback
Date of issue
2009
Number of pages
265
EAN
9783834919656
ISBN
3834919659
Libristo code
01783263
Publishers
Springer Fachmedien Wiesbaden
Weight
345
Dimensions
148 x 210 x 15
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