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Transzendente Konsumerlebnisse bei Events und ihre Wirkungen auf die Eventloyalität

  • Steffen JahnEmail author
  • Jan Drengner
Chapter
Part of the Markenkommunikation und Beziehungsmarketing book series (MBM)

Zusammenfassung

Obwohl es bisher sowohl in der Marketingpraxis als auch -wissenschaft an einem einheitlichen Verständnis für den Begriff „Event“ mangelt, besteht weitestgehend Einigkeit darüber, dass es sich dabei um Veranstaltungen handelt, die das Potenzial besitzen, positive Konsumerlebnis., zu vermitteln (vgl. z.B. Zanger 2010, S. 5; Drengner 2008, S. 22; WeinberglNickel 2007; Gebhardt 2000; Deighton 1992, S. 366; HirschmanlHolbrook 1982, S. 95f.).

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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.ChemnitzDeutschland
  2. 2.WormsDeutschland

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