Zusammenfassung
In den letzten Jahren ist die Zahl der psychologischen Konstrukte zur Erklärung und Messung von Markenwirkungen explodiert. In dem folgenden Beitrag schaffen wir Orientierung durch die Skizzierung und Systematisierung der wesentlichen Konstrukte zur Beschreibung von Markenwirkungen. Wir verknüpfen dabei die Objektebene mit der persönlichen und der sozialen Ebene und klassifizieren in dem Modell nach fünf wesentlichen Dimensionen: Identifikation, Erleben, Integration, Signalwirkung und Verbinden.
Literatur
Aaker, D. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
Aaker, D. (1996). Building strong brands. New York: The Free Press.
Aaker, J., Benet-Martínez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, 81, 492–508.
Alba, J. W., Hutchinson, W. J., & Lynch, J. (1991). Memory and decision making. In T. S. Robertson & H. H. Kassarijian (Hrsg.), Handbook of consumer behavior (S. 1–49). Englewood Cliffs: Prentice Hall.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73, 52–68.
Chaplin, L. N., & Roedder John, D. (2005). The development of self-brand connections in children and adolescents. Journal of Consumer Research, 32, 119–129.
Engelkamp, J. (1997). Das Erinnern eigener Handlungen. Göttingen: Hogrefe-Verlag.
Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14, 168–179.
Esch, F.-R. (1993). „Markenwert und Markensteuerung – Eine verhaltenswissenschaftliche Perspektive“. Thexis, 10(5), 56–64.
Esch, F.-R. (2014). Strategie und Technik der Markenführung (8. Aufl.). München: Vahlen Verlag.
Esch, F.-R., & Rempel, J.-E. (2007). Integration von Duftstoffen in die Kommunikation zur Stärkung von Effektivität und Effizienz des Markenaufbaus. Marketing ZFP, 29(3), 145–162.
Esch, F.-R., & Roth, S. (2005). Der Beitrag akustische Reize zur integrierten Markenkommunikation: Zur Integrationswirkung akustischer Reize in Abhängigkeit von der Interaktion mit visuellen Reizen und dem Involvement. Marketing ZFP, 27(4), 215–235.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24, 343–373.
Fournier, S., & Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of Research in Marketing, 14(5), 451–472.
Geuens, M., Weijters, B., & De Wulf, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26, 97–107.
Gobé, M. (2001). Emotional branding: The new paradigm for connecting brands to people. New York: Allworth Press.
Goldstein, N. J., & Cialdini, R. B. (2007). The spyglass self: A model of vicarious self-perception. Journal of Personality and Social Psychology, 92(3), 402–417.
Hollebeek, L. D. (2011). Exploring customer brand engagement Definition and themes. Journal of Strategic Marketing, 19(7), 555–573.
Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Cambridge: Harvard Business Press.
Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. The Journal of Consumer Research, 17, 141–148.
Hubbard, T. L. (1994). Memory psychophysics. Psychological Research, 56, 237–250.
Keller, K. L. (1993). Conceptualizing, measuring, and managing consumerbased brand equity. Journal of Marketing, 57, 1–22.
Kroeber-Riel, W., & Esch, F.-R. (2015). Strategie und Technik der Werbung (8. Aufl.). Stuttgart: Kohlhammer Verlag.
Kroeber-Riel, W., & Gröppel-Klein, A. (2014). Konsumentenverhalten (9. Aufl.). München: Vahlen Verlag.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23, 130–143.
Markus, H. (1977). Self-schemata and processing information about the self. Journal of Personality and Social Psychology, 35, 63–78.
Markus, H., & Sentis, K. (1982). The self in social information processing. In J. Suls (Hrsg.), Psychological perspectives on the self (S. 41–70). Hillsdale: Edbaum.
McAlexander, J. H., Schouten, J. W., & Koenig, H. J. (2002). Building brand community. Journal of Marketing, 66, 38–54.
Mick, D. G. (1986). Consumer research and semiotics: Exploring the morphology of signs, symbols and significance. Journal of Consumer Research, 13, 196–214.
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18, 318–332.
Muniz, A. M., & O’Guinn, T. C. (2001). Brand community. The Journal of Consumer Research, 27, 412–432.
Pham, M. T. (2004). Ideals and oughts and the reliance on affect versus substance in persuasion. The Journal of Consumer Research, 30, 503–518.
Roedder John, D. R., Loken, B., Kim, K., & Monga, A. B. (2006). Brand concept maps: A methodology for identifying brand association networks. Journal of Marketing Research, 43, 549–563.
Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers’ engagement with brand related social media content. Journal of Advertising Research, 56(1), 64–80.
Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22, 7–17.
Schwarz, N. (1990). Feelings as information: Informational and motivational functions of affective states. In R. M. Sorrentino & E. T. Higgins (Hrsg.), Handbook of motivation and cognition: Foundations of social behavior (Bd. 2, S. 527–561). New York: Guilford Press.
Shapiro, S., & Spence, M. T. (2002). Factors affecting encoding, retrieval, and alignment of sensory attributes in a memory based brand choice task. Journal of Consumer Research, 28, 603–617.
Thomson, M., MacInnis, D. J., & Park, W. C. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91.
Zampini, M., & Spence, C. (2004). The role of auditory cues in modulating the perceived crispness and staleness of potato chips. Journal of Sensory Studies, 19, 347–363.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2–22.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature
About this entry
Cite this entry
Schmitt, B., Esch, FR. (2018). Ein ganzheitliches verhaltenswissenschaftliches Modell zur Erklärung von Markenwirkungen. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13361-0_6-1
Download citation
DOI: https://doi.org/10.1007/978-3-658-13361-0_6-1
Received:
Accepted:
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-13361-0
Online ISBN: 978-3-658-13361-0
eBook Packages: Springer Referenz Wirtschaftswissenschaften