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Nutzung von Word of Mouth für Marken

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Handbuch Markenführung

Part of the book series: Springer Reference Wirtschaft ((SRW))

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Zusammenfassung

Gespräche mit anderen über Produkte und Marken sind fester Bestandteil des Alltags. Die Bedeutung für Markenmanager ist jedoch nie höher gewesen, da neben dem Austausch von Angesicht zu Angesicht heute online jede Meinung Gehör findet. Dieser Beitrag analysiert die Determinanten für Word of Mouth und gibt Handlungsempfehlungen, um es gezielt für die erfolgreiche Führung einer Marke einzusetzen. Zudem werden die Gefahren durch negative Mund-zu-Mund Propaganda aufgezeigt und Implikationen abgeleitet.

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Notes

  1. 1.

    Weitere Erkenntnisse zum Ziel der Selbstdarstellung sind beispielsweise, dass Frauen bedachter darauf sind das eigene Image zu schützen, und beispielsweise über Fehlkäufe primär mit engen Freunden und selten mit entfernten Kontakten sprechen, um nicht als Person wahrgenommen zu werden, die schlechte Einkaufsentscheidungen trifft (Zhang et al. 2014, S. 1106).

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Authors and Affiliations

  1. Institut für Marken- und Kommunikationsforschung, EBS Universität für Wirtschaft und Recht, Oestrich-Winkel, Deutschland

    Franz-Rudolf Esch, Isabelle Köhler & Sabrina Eichenauer

  2. ESCH. The Brand Consultants, Saarlouis und Köln, Deutschland

    Franz-Rudolf Esch

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  1. Franz-Rudolf Esch
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  2. Isabelle Köhler
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  3. Sabrina Eichenauer
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Correspondence to Franz-Rudolf Esch , Isabelle Köhler or Sabrina Eichenauer .

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Editors and Affiliations

  1. EBS Universität für Wirtschaft und Recht, Wiesbaden, Hessen, Germany

    Franz-Rudolf Esch

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Esch, FR., Köhler, I., Eichenauer, S. (2016). Nutzung von Word of Mouth für Marken. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13361-0_44-1

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  • DOI: https://doi.org/10.1007/978-3-658-13361-0_44-1

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