Chapter2008

Marken als Interaktionsobjekt

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

AuszugDas Credo „der Kunde ist König“ bezog sich in der Vergangenheit insbesondere auf die Anforderung an Unternehmen, Kundenwünschen und -bedürfnissen soweit wie möglich gerecht zu werden. In der heutigen vernetzten Welt erhält dieser Satz eine völlig neue Bedeutung, da sich Unternehmen zunehmend wohl informierten und selbstbewussten Konsumenten gegenübersehen, die ihre gestiegene Machtposition gegenüber den Unternehmen aktiv ausüben (vgl. ; ).

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1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 1997Dimensions of Brand Personality 2001Brand Community 2002Building Brand Community 1995Subcultures of Consumption: An Ethnography of the New Bikers

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