Fit als zentrale Determinante des Markentransfererfolges
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Fit als zentrale Determinante des Markentransfererfolges

Fit als zentrale Determinante des Markentransfererfolges


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About the Book

Bachelorarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Humboldt-Universität zu Berlin (Institut für Marketing), Sprache: Deutsch, Abstract: Im Mittelpunkt der Forschung steht dabei neben Erfolgsfaktoren wie bspw. der Markenqualität oder dem Involvement der Konsumenten der Fit als ein entscheidendes Kriterium, d. h. die auf mehreren Ebenen wahrgenommene Ähnlichkeit zwischen der Stammmarke und dem Transferprodukt. Denn ein fehlender oder geringer Fit kann maßgeblich über den Erfolg einer Markteinführung entscheiden. Doch herrschende heterogene Ansätze der Konzeptualisierung des Fits sowie teilweise divergierende Forschungsergebnisse zeigen weiteren Forschungsbedarf an. Ziel dieser Arbeit ist es daher, zentrale Aussagen der bisherigen Forschungsarbeit hinsichtlich der Konzeptualisierung und Bedeutung des Fits aufzunehmen und die Rolle des Fits als zentrale Determinante des Markentransfererfolges zu diskutieren und infolgedessen substanzielle Ergebnisse in konkrete Implikationen für einen erfolgreichen Transferprozess in die Praxis überführen zu können. In der vorliegenden Arbeit wird daher in einem ersten Schritt die unternehmensstrategische und damit auch thematische Relevanz von Markentransferstrategien herausgestellt und verdeutlicht, warum der Markentransfer in Abgrenzung zur Neumarkenstrategie als zentrale Maßnahme der Produkteinführung im Fokus unternehmerischer Praxis steht. Darauf aufbauend konzentrieren sich die Ausführungen, dargestellt anhand für die Forschung maßgeblichen Arbeiten, auf die Einflussgröße des Fits und seine immanente Rolle als Bestimmungsfaktor des Markentransfererfolges. Notwendigerweise dem vorangestellt ist eine Darstellung des Transferprozesses als solchen, um die Wirkungsweise des Markentransfers als Phänomen der Perzeption zu erläutern und in den fortfolgenden Ausführungen voraussetzen zu können. Im Anschluss wird, um auch gegenläufigen bzw. relativierenden Meinungen Raum geben zu könn


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Product Details
  • ISBN-13: 9783963566165
  • Publisher: Bod Third Party Titles
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 127 gr
  • ISBN-10: 3963566167
  • Publisher Date: 05 Mar 2024
  • Height: 210 mm
  • No of Pages: 50
  • Spine Width: 3 mm
  • Width: 148 mm


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