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Einsatz des Co-Branding als kooperative Markenstrategie im Musikmarkt

Einsatz des Co-Branding als kooperative Markenstrategie im Musikmarkt

          
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About the Book

Diplomarbeit aus dem Jahr 2001 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1.7, Humboldt-Universität zu Berlin, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist einerseits die Darstellung der bisherigen Erkenntnisse über das Co-Branding in der Wissenschaft und Praxis und andererseits der Versuch, erstmals einen integrativen Ansatz des Co-Branding in Hinblick auf den Musikmarkt zu präsentieren. Dabei werden Ergebnisse der Testimonial-, der Sponsoring- und der Co-Branding-Forschung ausgewertet und zusammengeführt. Folgende Fragestellungen werden dabei berücksichtigt: Was ist Co-Branding? Inwieweit unterscheidet sich Co-Branding von anderen Markenstrategien? Wie beeinflußt das Co-Branding die Einstellung der Konsumenten gegenüber den beteiligten Marken? Kann in diesem Zusammenhang das Co-Branding mit Künstlern bzw. Tonträgerfirmen einen ausschlaggebenden Faktor für den Konsumenten bilden, sich für die Co-Branding-Leistung zu entscheiden? Welche Formen des Co-Branding im Musikmarkt gibt es? Kann ein zusätzlicher Wert durch das Co-Branding geschaffen werden? Unter welchen Umständen stellt Co-Branding eine angemessene Strategie dar? Welche Eigenschaften sollte ein guter Co-Branding-Partner erfüllen? An diesen Fragestellungen orientiert sich der Aufbau der Arbeit. Der erste Teil widmet sich den begrifflich-konzeptionellen Grundlagen des Co-Branding. Neben der Klärung der Begriffe "Marke" und "Markenwert" steht die anschließende Definition des Begriffes "Co -Branding" im Mittelpunkt, wobei eine Abgrenzung zu verwandten Termini vorgenommen wird. Zusätzlich wird die Wirkungsweise des Co-Branding aus verhaltenswissenschaftlicher und informationsökonomischer Sicht erklärt. Den Abschluß des ersten Kapitels bildet eine aktuelle Darstellung der empirischen Forschung zum Co-Branding. Der zweite Teil der Arbeit befaßt sich mit den Formen des Co-Branding im Musikmarkt. Hierbei bildet ein kurzer Abriß über den Musikmarkt den Zugang zu diesem Themenfeld. Das Ko


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Product Details
  • ISBN-13: 9783867466783
  • Publisher: Examicus Publishing
  • Publisher Imprint: Examicus Publishing
  • Height: 210 mm
  • No of Pages: 92
  • Series Title: German
  • Weight: 131 gr
  • ISBN-10: 3867466785
  • Publisher Date: 28 Aug 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm


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