Markenerfolg Durch Brand Communities: Eine Analyse Der Wirkung Psychologischer Variablen Auf OEkonomische Erfolgsindikatoren

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Bastian Popp erklart empirisch den Zusammenhang zwischen der Konsumentenidentifikation und der Zufriedenheit und zeigt die zentrale Bedeutung dieser psychologischen Variablen fur Kundenbindung und Neukundengewinnung.