Branchenubergreifende Analyse Des Aufbaus Einer Starken Retail Brand: Verhaltenswissenschaftliche Analyse in Funf Einzelhandelsbranchen Unter Anwendung Der Mehrgruppenkausalanalyse
Frank Halsig
Branchenubergreifende Analyse Des Aufbaus Einer Starken Retail Brand: Verhaltenswissenschaftliche Analyse in Funf Einzelhandelsbranchen Unter Anwendung Der Mehrgruppenkausalanalyse
Frank Halsig
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Frank Halsig entwickelt und uberpruft mittels seiner empirischen Studie in funf Einzelhandelsbranchen ein umfassendes Wirkungsmodell, welches die Einflussfaktoren des Markenwertes eines Handelsunternehmens (Retail Brand Equity) ebenso umfasst wie den Einfluss der Retail Brand auf das Kaufverhalten der Konsumenten.
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