£52.02

Gabler Verlag Der Zusammenhang zwischen Marken- und Konsumentenpersönlichkeit: Kausalanalytische Untersuchung am Beispiel von Jugendlichen

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Price History & Forecast

Grey patches = out of stock. Cheaper = lower on the chart. Hover for exact prices.

Last 48 days • 48 data points (No recent data available)

Historical
Generating forecast...
£54.80 £51.74 £52.41 £53.08 £53.74 £54.41 £55.08 14 March 2026 25 March 2026 06 April 2026 18 April 2026 30 April 2026

Price Distribution

Price distribution over 48 days • 2 price levels

Days at Price
Current Price
23 days · current 25 days 0 6 13 19 25 £52 £55 Days at Price

Price Analysis

Most common price: £55 (25 days, 52.1%)

Price range: £52 - £55

Price levels: 2 different prices over 48 days

Description
Die Marke als imaginär-symbolischer Produktwert ist angesichts austauschbarer funktionaler Produktqualität, eines zunehmenden globalen Wettbewerbs und eines reizüberfluteten, multioptionalen Konsumenten immer bedeutsamer für den Markterfolg geworden. Marken sind immer dann erfolgreich, wenn es dem Anbieter gelingt, sie im Bewusstsein des Konsumenten als einzigartig zu positionieren. Dirk Schlagentweith geht der Frage nach, ob es zwischen Marken- und Konsumentenpersönlichkeit eine Kongruenz gibt und welchen Einfluss diese auf das Kaufverhalten des Konsumenten hat. Der Autor entwickelt auf der Grundlage internationaler Forschungsansätze ein Modell zur Erklärung der Kongruenz zwischen Marken- und Konsumentenpersönlichkeit. Am Beispiel von bekannten Sportschuhmarken, die bei Jugendlichen als High-Involvement-Produkte gelten, überprüft er die Forschungshypothesen. Abschließend leitet er aus den Ergebnissen Empfehlungen für Markenunternehmen ab, deren Zielgruppe jugendliche Konsumenten sind.

Product Specifications
Brand
Gabler Verlag
Format
paperback
ASIN
3834913448
Category
Books > Subjects > Business, Finance & Law > Management > Business Process Reengineering
Domain
Amazon UK
Release Date
11 December 2008
Listed Since
27 January 2009

Barcode

No barcode data available

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