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Determinanten Eines Erfolgreichen Behavioral Branding

S. Henkel, Torsten Tomczak, M. Heitmann, A. Herrmann
Published 2009 · Political Science

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„A brand is a promise kept!” (Olins 2005, S. 7). Diese beinahe trivial anmutende Fest stellung des britischen Markenexperten Wally Olins spiegelt eine der aktuell wichtigsten Herausforderungen des Markenmanagements wider: Die konsequente Einhaltung des Markenversprechens gegenuber dem Kunden. In der Wissenschaft herrscht weitestgehende Einigkeit daruber, dass die Markenwahrnehmung des Kunden und seine Zufriedenheit mit einer Marke in hohem Mase durch die personliche Interaktion mit Mitarbeitern beeinflusst wird (Berry/Bendapudi 2003, S. 102; Bendapudi/Bendapudi 2005 S. 124; Tomczak et al. 2005, 28 ff.). In aktuellen Beitragen wird der Zusammenhang zwischen Markenversprechen und Mitarbeiterverhalten unter Verwendung der Termini „Brand Behavior“ (Brexendorf/Kernstock 2007, S. 1; Mitchell 2002, S. 101; Burmann/Zeplin 2005, S. 279) bzw. „Behavioral Branding“ (Tomczak et al. 2005, S. 28; Henkel et al. 2007b, S. 16) diskutiert.
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