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Grundlagen des Markencommitments bei Mitarbeitern: Theoretische Zugänge, empirische Erkenntnisse und Implikationen für Forschung und Praxis

Grundlagen des Markencommitments bei Mitarbeitern: Theoretische Zugänge, empirische Erkenntnisse und Implikationen für Forschung und Praxis

          
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About the Book

Inhaltsangabe: Einleitung: Das Wort Commitment ist im englischen Sprachgebrauch vielfältig belegt: Commitment entspricht einer Verbindlichkeit oder ist eine Übertragung. Es kann aber auch Verpflichtung oder sogar Engagement bedeuten. Auch im Unternehmen kann sich Commitment in unterschiedlichen Ausprägungen zeigen: Es gibt Mitarbeiter, die arbeiten aus Leidenschaft, sind mit ihrem Unternehmen eng verbunden und bringen ihr Wissen, ihre Ideen und ihre Gefühle in das Unternehmen ein. Auf der anderen Seite gibt es Mitarbeiter, die ihre Arbeit lediglich als eine Notwendigkeit ansehen, um ihren Lebensunterhalt zu sichern. Laut der Gallup Studie fühlen sich 87% der Mitarbeiter gar nicht oder nur gering emotional mit ihrem Unternehmen verbunden. Der gesamtwirtschaftliche Schaden aufgrund eines geringen Engagements der Mitarbeiter betrug schätzungsweise zwischen 234 und 245 Milliarden Euro allein in Deutschland im Jahr 2004. Einen Schaden von etwa 88 bis 92 Milliarden Euro verursachten allein die Mitarbeiter, die keine emotionale Bindung zeigen. Die Mitarbeiter fehlen öfter, zeigen weniger Leistung und verlassen häufiger und schneller das Unternehmen. Auch auf Markenebene kann sich das Commitment der Mitarbeiter unterscheiden und beeinflusst den wirtschaftlichen Erfolg der Marke. Mitarbeiter mit einem hohen Markencommitment kaufen und empfehlen die Marken des Unternehmens öfter als Mitarbeiter mit einem niedrigen Markencommitment. Zudem kommunizieren engagierte Mitarbeiter ihr Commitment gegenüber den Marken des Unternehmens nach außen und steigern somit die Attraktivität des Unternehmens als potenziellen Arbeitgeber. Das Markencommitment der Mitarbeiter beeinflusst ebenfalls die Richtung der Wahrnehmung der Markenidentität durch die externen Anspruchsgruppen. Mitarbeiter mit hohem Markencommitment sind länger im Unternehmen, vertrauter im Umgang mit der Marke, repräsentieren die Marke stolz nach außen und können so dauerhaft eine Vertrauensverhältnis zu den Kunden aufba


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Product Details
  • ISBN-13: 9783838698601
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 149 gr
  • ISBN-10: 3838698606
  • Publisher Date: 24 Sep 2006
  • Height: 210 mm
  • No of Pages: 106
  • Series Title: German
  • Sub Title: Theoretische Zugänge, empirische Erkenntnisse und Implikationen für Forschung und Praxis
  • Width: 148 mm


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Grundlagen des Markencommitments bei Mitarbeitern: Theoretische Zugänge, empirische Erkenntnisse und Implikationen für Forschung und Praxis
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Grundlagen des Markencommitments bei Mitarbeitern: Theoretische Zugänge, empirische Erkenntnisse und Implikationen für Forschung und Praxis
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