Markenpersönlichkeit im Kontext von Marke und Konsument

Chapter

Auszug

Die bisherigen Analysen verdeutlichen die Bedeutung der Markenpersönlichkeit. Als metaphorische Abstraktion des Konsumentenwissens ist das Konstrukt eine Darstellung des Markenbildes. Zudem ist die Markenpersönlichkeit ein zentraler Treiber der Wertschätzung des „Partners“ Marke und damit des Kaufverhaltens. Sowohl die Praxis als auch die Wissenschaft sind daher an näheren Erkenntnissen zu diesem Konstrukt interessiert. Bisher konnte jedoch kein allgemeines Begriffsverständnis etabliert werden. Eine mögliche Ursache hierfür könnte in der Tatsache liegen, dass in der Realität keine einheitliche Zusammensetzung und Struktur der Markenpersönlichkeit existiert. Sollten einzelne Marken aus Sicht unterschiedlicher Konsumenten eine eigenständige Persönlichkeit besitzen, so wäre der Kontext (Gültigkeitsbereich) zu berücksichtigen.

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