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Informelle Mitgliedschaft in Brand Communities: Einflussfaktoren, Konsequenzen Und Gruppenunterschiede

Informelle Mitgliedschaft in Brand Communities: Einflussfaktoren, Konsequenzen Und Gruppenunterschiede

          
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About the Book

Die Forschungsgruppe "Konsum und Verhalten" veröffentlicht ihre F- schungsergebnisse seit 1997 in dieser Reihe. Aufgenommen werden Arb- ten der Herausgeber sowie Habilitationsschriften und herausragende D- sertationen. Die vorgelegte Dissertation von Frau Mag. Melanie Hoppe beschäftigt sich mit Brand Communities und ist damit einer Thematik zuzuordnen, die in der jüngeren Forschung einen hohen und wachsenden Stellenwert e- nimmt. Brand Communities stellen soziale Netzwerke dar, in denen sich Mitglieder der Community über die Marke austauschen. Viele Untern- men investieren zurzeit in den Aufbau und die Pflege solcher Brand C- munities, sodass profunde wissenschaftliche Erkenntnisse über Brand Communities von größter Bedeutung sind. Nach einer sehr umfassenden und gelungenen Aufarbeitung der besteh- den Literatur legt Frau Hoppe einen Fokus auf die Einflussfaktoren, die bewirken, dass sich Personen mit der Brand Community identifizieren. Ferner analysiert sie informelle Mitgliedschaften in der Brand Community. Ein weiterer Fokus liegt auf den Konsequenzen, die sich aus der inform- len Mitgliedschaft ergeben. Frau Hoppe entwickelt ein Modell zum - sammenspiel dieser Variablen, das dann umfassend empirisch geprüft wird. Ferner werden Gruppenunterschiede analysiert, was bedeutsam für die Segmentierung von Mitgliedern der Brand Community ist. Die Dissertation von Frau Hoppe leistet nicht nur einen innovativen Beitrag zur Weiterentwicklung der Theorie bei Brand Communities, sondern liefert auch viele Implikationen für die praktische Anwendung von Brand C- munities. Sowohl Forschern als auch Praktikern, die sich mit Brand C- munities beschäftigen, kann die Dissertation wertvolle Hinweise liefern. Univ.-Prof. Dr. Ralf Terlutter Alpen-Adria-Universität Klagenfurt, Institut für Unternehmensführung Lehrstuhl für Marketing und Internationales Management V


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Product Details
  • ISBN-13: 9783834917713
  • Publisher: Springer Fachmedien Wiesbaden
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 302
  • Series Title: Forschungsgruppe Konsum Und Verhalten
  • Sub Title: Einflussfaktoren, Konsequenzen Und Gruppenunterschiede
  • Width: 148 mm
  • ISBN-10: 3834917710
  • Publisher Date: 26 Aug 2009
  • Edition: 2009 ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 17 mm
  • Weight: 385 gr


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Informelle Mitgliedschaft in Brand Communities: Einflussfaktoren, Konsequenzen Und Gruppenunterschiede
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