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Published in: Marketing Review St. Gallen 4/2014

01-08-2014 | Spektrum

Vom Markengeschlecht zur Markenstärke

Author: Dr. Theo Lieven

Published in: Marketing Review St. Gallen | Issue 4/2014

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Bisherige Forschung zeigt, dass ein starkes Markengeschlecht als Teil der Markenpersönlichkeit die Markenstärke positiv beeinflusst. Ein starkes Markengeschlecht kann durch die gleichzeitige und konsistente Gestaltung der Design-Merkmale mit adäquaten geschlechtsprägenden Elementen erzielt werden. Der Beitrag demonstriert die Vorgehensweise anhand einer fiktiven Sportschuhmarke. …
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Metadata
Title
Vom Markengeschlecht zur Markenstärke
Author
Dr. Theo Lieven
Publication date
01-08-2014
Publisher
Springer Fachmedien Wiesbaden
Published in
Marketing Review St. Gallen / Issue 4/2014
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1365/s11621-014-0384-5