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Anchoring bei Markenkombinationen

Anchoring bei Markenkombinationen


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About the Book

Inhaltsangabe: Einleitung: Die Diplomarbeit setzt sich mit dem Konstrukt der Markenkombination (Co-Branding) auseinander, analysiert die Chancen und Risiken, die mit einer solchen Marketing-Strategie verbunden sind. Weiterhin werden kritische Variablen für die Beurteilung einer Markenkombination/Co-Branding-Strategie aus Konsumentensicht identifiziert und empirisch überprüft. Daraus leiten sich Empfehlungen über die operative Ge-staltung von Markenkombinationen ab, um so die mit dieser Strategie angestrebten Chancen zu verwirklichen. Die Beurteilung von Markenkombinationen durch Konsumenten wird anhand des aus der Psychologie bekannten Anchoring-und-Adjustment Modells erklärt. Dieses Modell wird zunächst in seinem allgemeinen theoretischen Aufbau dargestellt, bevor die Übertragbarkeit auf das Konsumentenverhalten in der Beurteilung dargebotener Markenkombinationen überprüft und verifiziert wird. Inhaltsverzeichnis: Inhaltsverzeichnis: InhaltI AbkürzungsverzeichnisII AbbildungsverzeichnisIII Inhaltsverzeichnis des AnhangsIV 1.Einleitung1 2.Die Bedeutung der Marke1 3.Markenkombinationen4 3.1Wesen der Markenkombination4 3.2Ziele der Markenkombination6 3.3Chancen und Risiken von Markenkombinationen7 3.4Determinanten der Beurteilung von Markenkombinationen9 4.Das Anchoring-und-Adjustment Modell11 4.1Wesen des Anchoring-und-Adjustment Modells11 4.2Kognitive Prozesse im Rahmen des Anchoring-und-Adjustment Modells14 4.3Die moderierende Wirkung des Wissens auf den Ankereffekt15 5.Anchoring bei Markenkombinationen16 6.Empirische Studie zum Nachweis des Ankereffekts bei Markenkombinationen19 6.1Gesamtüberblick über die empirische Studie19 6.2Stufe 1 der empirischen Studie21 6.2.1Ziele der Stufe 1 der Studie21 6.2.2Vorgehensweise in Stufe 123 6.2.3Ergebnisse der Stufe 127 6.2.4Implikationen der Ergebnisse31 6.3Stufe 2 der empirischen Studie 32 6.3.1Ziele der Stufe 2 der Studie32 6.3.2Vorgehensweise in Stufe 233 6.3.3Ergebnisse der Stufe 240 6.3.4Diskussion 47 7.Schlußbetrachtu


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Product Details
  • ISBN-13: 9783838654799
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 11 mm
  • Width: 148 mm
  • ISBN-10: 383865479X
  • Publisher Date: 03 Jun 2002
  • Height: 210 mm
  • No of Pages: 198
  • Series Title: German
  • Weight: 317 gr


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