Ein Framework zur Integration des Identifikationskonzeptes in die Marketingforschung

  • Bastian Popp
Part of the Fokus Dienstleistungsmarketing book series (FDM)


Die Identifikation von Konsumenten mit einer Marke oder einem anderen Identifikationsobjekt wurde in den letzten Jahren in einer Vielzahl theoretischer und empirischer Beiträge diskutiert (Ahearne et al., 2005; Bhattacharya/Sen, 2003; Homburg et al., 2009; Lam et al., 2010; Wieseke et al., 2012).


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© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Bastian Popp
    • 1
  1. 1.Universität BayreuthBayreuthDeutschland

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