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Bedeutung des Images für den Erfolg von Handelsmarken im Vergleich zu Marken im Gebrauchsgüterbereich: Dargestellt an ausgewählten Märkten

Bedeutung des Images für den Erfolg von Handelsmarken im Vergleich zu Marken im Gebrauchsgüterbereich: Dargestellt an ausgewählten Märkten

          
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About the Book

Diplomarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Hochschule für Angewandte Wissenschaften Hamburg, Sprache: Deutsch, Abstract: Die vorliegende Studie untersucht das Image von Handelsmarken im Vergleich zum Image von Marken. Die Ergebnisse stützten sich dabei auf eine eigens für diese Fragestellung entwickelte und durchgeführte Befragung. In den ersten Abschnitten wird auf Marken und Handelsmarken in einer theoretischen Betrachtungsweise eingegangen. Daraufhin erfolgen die Herleitung des benötigten Untersuchungsumfanges und das Fragebogendesign. In der Auswertung wird zuerst die Struktur der Stichprobe analysiert. Die Untersuchung der Images basiert auf einer durchgeführten Faktorenanalyse, mittels derer drei wesentliche Faktoren extrahiert werden konnten, um das Image der Marken und Handelsmarken gegenüberzustellen. Den höchsten Erklärungswert liefert dabei der Faktor "Qualität" der die für Gebrauchsgüter wichtigen Kaufentscheidungskriterien enthält. Die Faktoren und die ausgewählten Imagestatements werden für die jeweiligen Marken interpretiert und dargestellt. Zudem wird die wahrgenommene Qualität der objektiven Qualität und dem Preisindex gegenübergestellt und erklärt. Es lässt sich sagen, dass das Image einen großen Beitrag zum Erfolg der Handelsmarken leisten kann, wenn es ausgeprägt ist. Leider verfügen die untersuchten Handelsmarken meistens über schwache Images, die einen hohen Abstand zu den Marken aufweisen. Damit können sich die Marken wahrnehmbar von den Handelsmarken differenzieren und sind erfolgreicher gerade in der Warengruppe "Fernseher" in der Handelsmarken eine eher untergeordnete Rolle spielen.


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Product Details
  • ISBN-13: 9783638931816
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 160
  • Series Title: German
  • Sub Title: Dargestellt an ausgewählten Märkten
  • Width: 148 mm
  • ISBN-10: 3638931811
  • Publisher Date: 15 Apr 2008
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 217 gr


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Bedeutung des Images für den Erfolg von Handelsmarken im Vergleich zu Marken im Gebrauchsgüterbereich: Dargestellt an ausgewählten Märkten
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Bedeutung des Images für den Erfolg von Handelsmarken im Vergleich zu Marken im Gebrauchsgüterbereich: Dargestellt an ausgewählten Märkten
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