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Premiumhandelsmarken Im Lebensmitteleinzelhandel - Eine Imageanalyse Am Beispiel Von Rewe Feine Welt

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  • Frank, Kerstin
  • Obermowe, Tim
  • Spiller, Achim
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    Abstract

    Aktuellen Beobachtungen im deutschen Lebensmitteleinzelhandel (LEH) zufolge treten die Handelsunternehmen mit der Einführung von Premiumhandelsmarken bzw. Genusshandels-marken (als sehr jungen Premiumhandelsmarkentyp) in direkte Konkurrenz zu entsprechen-den Herstellermarken und stellen Themen wie Qualität und Zusatznutzen in den Vordergrund. Der Schwerpunkt dieser Arbeit liegt zum einen in der thematischen Auseinandersetzung mit dem Begriff der „Premiumhandelsmarke“ sowie speziell der „Genusshandelsmarke“ und ihren Besonderheiten in der Praxis. Die Handelsmarke „REWE Feine Welt“ (RFW) wird aufgrund ihrer herausragenden Imagepolitik in diesem Rahmen repräsentativ für Premiumhandelsmarken ausgewählt. Zum anderen wird im Rahmen der Imageanalyse der Frage nachgegangen, ob die Marke RFW anhand operationalisierter Premiumimage-Komponenten im Vergleich zu einer starken Herstellermarke (MÖVENPICK) wahrgenommen und damit dem Premiumanspruch gerecht wird. Abschließend werden aus den Ergebnissen der Befragung und den Praxisbeobachtungen Handlungsempfehlungen für RFW abgeleitet.

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    Bibliographic Info

    Paper provided by German Association of Agricultural Economists (GEWISOLA) in its series 51st Annual Conference, Halle, Germany, September 28-30, 2011 with number 114724.

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    Date of creation: 2011
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    Handle: RePEc:ags:gewi11:114724

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    Keywords: Lebensmitteleinzelhandel; Deutschland; Premiumhandelsmarke; Genusshandelsmarke; Imageanalyse; Agribusiness; Agricultural and Food Policy; Agricultural Finance; Farm Management; Food Consumption/Nutrition/Food Safety; Food Security and Poverty; Industrial Organization;

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