Brand Attachment: Determinanten Erfolgreicher Markenbeziehungen

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