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Brand Values als Instrument der Markenführung – Konzeptualisierung, Messung und Abgrenzung von der Markenpersönlichkeit

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Zusammenfassung

Brand Values, d.h. menschliche Werte, die Konsumenten Marken zuschreiben, stellen eine wichtige Erfolgsgröße der Markenführung dar. In diesem Beitrag werden aufbauend auf den Arbeiten von Schwartz (1992, 1994) zum menschlichen Wertesystem zunächst eine eigenständige Konzeptualisierung von Brand Values sowie eine Skala zu deren Erfassung entwickelt. Damit kaun gezeigt werden, dass sich Brand Values sowohl zur Analyse von Markenassoziationen eignen als auch konzeptionell und empirisch von der Markenpersönlichkeit unterscheiden. Daher ist der Praxis die konsequente Berücksichtigung von Brand Values bei der Markenführung zu empfehlen.

Stichworte:

  • Brand Values
  • Markenpersönlichkeit
  • Skala

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Jahn, S., Drengner, J., Gaus, H., Kießling, T. (2013). Brand Values als Instrument der Markenführung – Konzeptualisierung, Messung und Abgrenzung von der Markenpersönlichkeit. In: Baumgarth, C., Boltz, DM. (eds) Impulse für die Markenpraxis und Markenforschung. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-00427-9_10

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