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Auto, Marke, Sport. Zur Bedeutung dynamischen Fahrens für Automarken und ihre Anhänger

In: Marken und Sport

Author

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  • Thomas Heun

Abstract

Zusammenfassung Der Artikel leistet einen grundlegenden Beitrag zum Verständnis des Bindungsverhältnisses von Markennutzern an ihre Auto-Marken unter besonderer Berücksichtigung des Aspekts der „Sportlichkeit“. Hierzu wurde eine Sekundäranalyse eines Datensatzes zu Brand Communities aus dem Automobilbereich durchgeführt. Im Rahmen der Analyse bestätigte sich die fundamentale Bedeutung der Werte Sportlichkeit und Fahrdynamik in der Kultur der Auto-Communities und für die Bindung von Nutzern an spezifische Automobilmarken.

Suggested Citation

  • Thomas Heun, 2014. "Auto, Marke, Sport. Zur Bedeutung dynamischen Fahrens für Automarken und ihre Anhänger," Springer Books, in: Holger Preuß & Frank Huber & Holger Schunk & Thomas Könecke (ed.), Marken und Sport, edition 127, chapter 22, pages 449-463, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-3695-0_22
    DOI: 10.1007/978-3-8349-3695-0_22
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