New PDF release: Brand Attachment: Determinanten erfolgreicher

By Saskia Diehl,Prof. Dr. Franz-Rudolf Esch

Saskia Diehl zeigt, welchen Beitrag Sozialisationsfaktoren und psychologische Bindungsneigungen in Relation zu unternehmensseitig steuerbaren Treibern für den Erfolg emotionaler Markenbeziehungen leisten. Sie entwickelt marketingspezifische Verhaltensindikatoren für die Existenz von model Attachment in Markenbeziehungen und schafft so eine Grundlage für die Messung der emotionalen Verbundenheit zwischen Marken und Konsumenten.

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Brand Attachment: Determinanten erfolgreicher Markenbeziehungen (Marken- und Produktmanagement) (German Edition) by Saskia Diehl,Prof. Dr. Franz-Rudolf Esch


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