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Messung von Markenbeziehungen

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Handbuch Markenführung

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

Zusammenfassung

Der Aufbau von Konsumenten-Marken-Beziehungen spielt für den Erfolg von Unternehmen eine bedeutende Rolle. Markenbeziehungen können allerdings sehr vielfältig und komplex sein. Die Stärke und Dauerhaftigkeit von Markenbeziehungen stellt daher ein entscheidendes Qualitätsmerkmal dar. In dem folgenden Beitrag gehen wir zunächst auf die theoretischen Grundlagen für Markenbeziehungen ein und stellen verschiedene Ansätze zur Messung von Markenbeziehungen vor. Abschließend werden kurz praktische Implikationen für das Markenmanagement aufgezeigt.

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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

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

    Franz-Rudolf Esch

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

    Isabelle Köhler

Authors
  1. Franz-Rudolf Esch
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  2. Isabelle Köhler
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Correspondence to Franz-Rudolf Esch .

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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. (2017). Messung von Markenbeziehungen. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13361-0_65-1

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  • DOI: https://doi.org/10.1007/978-3-658-13361-0_65-1

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-13361-0

  • Online ISBN: 978-3-658-13361-0

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