Markencommitment Bei Mitarbeitern by Kristina Strodter
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Markencommitment Bei Mitarbeitern

Markencommitment Bei Mitarbeitern


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About the Book

Wahrend uber Jahrzehnte hinweg nur das globale organisationale Commitment im Fokus der wissenschaftlichen Forschung stand, fokussieren sich Praxis und Forschung heute auf das Markencommitment der Mitarbeiter. Dieses ist vor dem Hintergrund wichtig, dass Mitarbeiter in der Markenkommunikation die Rolle von Markenbotschaftern ubernehmen sollen. In Analogie zur Forschung zum organisationalen Commitment bei Mitarbeitern und zum Markencommitment bei Konsumenten kann das Markencommitment in affektives und rationales Markencommitment unterteilt werden. Wahrend das affektive Markencommitment auf eine emotionale Bindung zuruckgeht, beruht das rationale Markencommitment auf Kosten-Nutzen-Uberlegungen. Im Rahmen dieser Dissertation sollen die Wirkungen des affektiven und rationalen Markencommitments auf auf das Mitarbeiterverhalten empirisch belegt und Einflussfaktoren auf das Markencommitment herausgestellt werden. Hinsichtlich der Einflussfaktoren kommt der Kongruenz zwischen Mitarbeiter und Marke eine besondere Bedeutung zu. Die Hypothese, dass Mitarbeiter, die eine hohe Kongruenz zur Marke aufweisen, sich starker emotional an diese binden, konnte in der Studie belegt werden. Diese Ergebnisse haben insbesondere fur die Auswahl und Sozialisation von Mitarbeitern praktische Relevanz. Durch Erhohung der Mitarbeiter-Marken-Kongruenz kann das affektive Markencommitment in einem Unternehmen gefordert und somit die Performance gesteigert werden. Neben der Selbstkongruenz wurden weitere Einflussgrossen, wie u.a. die kollektivistische oder individualistische Auspragung des Selbstkonzepts der Mitarbeiter, der Fuhrungsstil des Vorgesetzten, die Arbeitszufriedenheit, die wahrgenommene Markenstarke und -nahe, die Dauer der Unternehmenszugehorigkeit sowie weitere soziodemographische Grossen untersucht. Die Studie wurde in Form einer umfangreichen Online-Befragung bei Mitarbeitern eines schweizer Finanzdienstleisters durchgefuhrt.


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Product Details
  • ISBN-13: 9783832519896
  • Publisher: Logos Verlag Berlin
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 0 mm
  • Weight: 750 gr
  • ISBN-10: 3832519890
  • Publisher Date: 30 Aug 2008
  • Height: 210 mm
  • No of Pages: 293
  • Series Title: German
  • Sub Title: Bedeutung Der Kongruenz Von Mitarbeiter Und Marke Fur Das Markencommitment in Unternehmen
  • Width: 145 mm

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