Branchenimages ALS Determinanten Der Markenprofilierung
Katharina Schaefer
Branchenimages ALS Determinanten Der Markenprofilierung
Katharina Schaefer
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Katharina Schaefer untersucht die wissenschaftliche Forschung zum Zusammenhang zwischen Branchenimages und Unternehmensmarkenimages und entwickelt ein um wesentliche Aspekte erweitertes Modell des bestehenden Zusammenhangs. Anhand einer Stichprobe von uber 3.000 Personen unterzieht sie ihr Modell einer anspruchsvollen empirischen UEberprufung in Hinblick auf seine praktische und wissenschaftliche Relevanz.
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