Consumer-Brand Relationships: Konzeption, Messung und Konsequenzen emotionaler Markenbindung
Daniel Heinrich
Consumer-Brand Relationships: Konzeption, Messung und Konsequenzen emotionaler Markenbindung
Daniel Heinrich
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Ein wesentliches Ziel des heutigen Marketing ist es, Marken nicht nur in den Koepfen von Konsumenten zu positionieren, sondern diese auch in den Herzen zu verankern. Die Praxis kommt dieser Herausforderung durch die Emotionalisierung von Consumer-Brand Relationships nach. Daniel Heinrich untersucht das Phanomen empirisch und legt offen, wie Unternehmen einen Return on Emotion erzielen koennen.
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