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Der Einfluss einer erlebnisorientiert gestalteten Umwelt auf die Empfänglichkeit für Emotionale Ansteckung – Eine experimentelle Untersuchung am Messestand

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Events und Erlebnis

Part of the book series: Markenkommunikation und Beziehungsmarketing ((MBM))

Zusammenfassung

Der Ansatz des Customer Experience Management veranschaulicht, dass bei jeder Interaktion, die zwischen einem Konsumenten und einem Unternehmen bzw. dessen Leistungsangebot stattfindet, Erlebnisse erzeugt werden (vgl. Schmitt 2009, S. 699). Diese Erlebnisse beeinflussen nicht nur die mit einem Unternehmen oder einer Marke verbundenen Assoziationen, sondern auch verhaltensrelevante Konstrukte, wie die Einstellung gegenüber einer Marke, die Zufriedenheit oder die Kundenbindung (vgl. Brakus/Schmitt/Zarantonello 2009).

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Authors and Affiliations

  1. Professur für Marketing und Handelsbetriebslehre, TU Chemnitz, Thüringer Weg 7, 09126, Chemnitz, Deutschland

    Katja Lohmann, Sebastian Pyka & Cornelia Zanger

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  1. Katja Lohmann
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  2. Sebastian Pyka
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  3. Cornelia Zanger
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Correspondence to Katja Lohmann .

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  1. Professur Marketing und Handelsbetriebsl, TU Chemnitz, Chemnitz, Germany

    Cornelia Zanger

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Lohmann, K., Pyka, S., Zanger, C. (2017). Der Einfluss einer erlebnisorientiert gestalteten Umwelt auf die Empfänglichkeit für Emotionale Ansteckung – Eine experimentelle Untersuchung am Messestand. In: Zanger, C. (eds) Events und Erlebnis. Markenkommunikation und Beziehungsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-19236-5_3

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  • DOI: https://doi.org/10.1007/978-3-658-19236-5_3

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