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Die neue Rolle des Autos: eine Drei-Generationen-Studie

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  • Einhorn, Martin
  • Sauermann, Julia
  • Löffler, Michael

Abstract

Die qualitative Kohortenstudie untersucht in der Zielgruppe der High Net Worth Individuals (HNWI) den generellen Wertewandel und das veränderte Luxusverständnis im Drei-Generationen-Vergleich und analysiert deren Auswirkungen auf die Wahrnehmung des (Premium)Autos als Luxusgut und seine Rolle für HNWI-Millenials.

Suggested Citation

  • Einhorn, Martin & Sauermann, Julia & Löffler, Michael, 2016. "Die neue Rolle des Autos: eine Drei-Generationen-Studie," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(5), pages 74-82.
    • Handle: RePEc:zbw:hsgmrs:275876
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