£56.60

Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften Persoenlichkeitsorientiertes Markenmanagement: Eine Empirische Untersuchung Zur Messung, Wahrnehmung Und Wirkung Der Markenpersoenlichkeit: 47 (Schriften Zu Marketing Und Management)

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Last 81 days · 81 data points (no recent data)

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£56.60 £53.77 £54.90 £56.03 £57.17 £58.30 £59.43 26 April 2026 16 May 2026 05 June 2026 25 June 2026 15 July 2026

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Description

Der Aufbau einer differenzierten Markenpersönlichkeit wird seit geraumer Zeit als entscheidend für das Markenmanagement betrachtet. In Ermangelung eines integrierten Steuerungsrahmens wird in dieser Arbeit zunächst ein Bezugsrahmen für das Management von Markenpersönlichkeiten entwickelt. In einem sich anschließenden empirischen Teil wird die Markenpersönlichkeit operationalisiert und hinsichtlich ihrer Wahrnehmung und ihrer Wirkung auf die Markenstärke gemessen. Abschließend werden Implikationen für die Praxis diskutiert.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
03 February 2004
Listed Since
31 December 2006

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