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Markenpolitik im Einzelhandel: Interaktionseffekte zwischen Herstellermarken und Retail Brands

Markenpolitik im Einzelhandel: Interaktionseffekte zwischen Herstellermarken und Retail Brands

          
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About the Book

Stimmt die Behauptung "geiz ist geil", oder gelingt es REWE "jeden Tag ein bisschen besser" zu werden? Hat der Discounter Lidl Recht, wenn er mit dem Versprechen wirbt "Lidl lohnt sich", oder lassen sich die Verbraucher durch diese Slogans nicht in die Geschäfte locken? Die Konsumenten sind heutzutage beim Einkauf im deutschen Handel von einer Vielzahl an Marken und den damit verbundenen Slogans und Werbekampagnen umgeben; es gibt nur noch wenige Produkte oder Händler, die nicht als Marke beworben werden. Dabei ist der Einfluss der Markenpolitik auf die Verbraucher von großem Interesse für die Hersteller und Händler. Wie entscheidet der Konsument bei welchem Händler er welches Produkt kauft und welchen Einfluss üben dabei die verschiedenen Markentypen aus? Ziel dieser Untersuchung war es daher, eine geeignete Methodik zu entwickeln, um Interaktionseffekte zwischen Hersteller- und Händlermarken zu identifizieren. Dafür wurde ein Fragebogen mit ausgesuchten Konstrukten entwickelt. Zum Verständnis des Einfluss auf die Konsumentenwahrnehmung wird im theoretischen Teil des Buches zunächst die Funktionsweise der markenpolitischen Konzepte dargestellt. Im empirischen Teil der Studie wird das Konzept der Studie erläutert und die Eignung der Methodik dargelegt. Zur Gewinnung aussagekräftiger Resultate wurden Images von verschiedenen Händlern im deutschen Lebensmitteleinzelhandel erhoben. Diese Händlermarken wurden anschließend in Kombination mit Marken aus den Branchen Bier, Waschmittel und Papiertaschentücher abgefragt, um Rückschlüsse auf den Einfluss auf die Konsumentenwahrnehmung zu ziehen. Mit diesen Daten konnte die aufgestellten Hypothesen untersucht und Interaktionseffekte zwischen diesen beiden Markentypen identifiziert werden. Die Resultate dieser Studie geben Aufschluss über mögliche Markenstrategien für Hersteller und Händler im deutschen Einzelhandel
About the Author: Jan Wilhelm Wittig wurde 1983 in Köln geboren. Sein Studium der Betriebswirtschaftslehre an der Universität zu Köln schloss der Autor im Jahr 2009 als Diplom Kaufmann ab. Das Spannungsverhältnis zwischen Herstellern, Händlern und Konsumenten und die darauf aufbauenden Konzepte und Strategien bildeten den Schwerpunkt seines Studiums. Die aktuelle, dynamische Entwicklung der Markenpolitik im deutschen Einzelhandel motivierte den Autor dazu mögliche Einflüsse dieses Retail Brandings auf die Konsumentenwahrnehmung zu untersuchen.


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Product Details
  • ISBN-13: 9783836698870
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 245 gr
  • ISBN-10: 3836698870
  • Publisher Date: 24 Nov 2010
  • Height: 254 mm
  • No of Pages: 132
  • Series Title: German
  • Sub Title: Interaktionseffekte zwischen Herstellermarken und Retail Brands
  • Width: 178 mm


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Markenpolitik im Einzelhandel: Interaktionseffekte zwischen Herstellermarken und Retail Brands
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Markenpolitik im Einzelhandel: Interaktionseffekte zwischen Herstellermarken und Retail Brands
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