£70.93

Gabler Verlag Corporate Sustainable Branding: Ein empirischer Beitrag zum Markenerfolg öffentlich exponierter Unternehmen: 55 (Unternehmensführung und Marketing, 55)

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Description

In den letzten Jahren erfährt Nachhaltigkeit einen erheblichen Bedeutungsanstieg. Der Blick in die Praxis zeigt, dass in diesem Zusammenhang Nachhaltigkeit verstärkt in die Unternehmensmarke und -kommunikation integriert wird. Dennoch ist ein Mangel an empirischen Studien zu konstatieren, die die individuellen Erfolgsbeiträge einer Unternehmensmarke und unternehmerischer Nachhaltigkeit integriert betrachten. Um diese Forschungslücke zu schließen, führt Christian Rauch eine entsprechende bevölkerungsrepräsentative Untersuchung durch. Die Ergebnisse geben einen differenzierten Einblick, inwiefern die Verankerung von Nachhaltigkeit in die Unternehmensmarke einen Beitrag für den Markenerfolg öffentlich exponierter Unternehmen bietet. Insbesondere zeigt der Autor, welche affektiven, kognitiven und konativen Wirkungen erwartet werden können und wie diese entstehen. Ferner leitet der Autor Implikationen für eine erfolgreiche Ausgestaltung eines Corporate Sustainable Branding ab.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
13 April 2012
Listed Since
15 March 2012

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No barcode data available

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