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Emotional Branding in der Automobilindustrie: ein Schlüssel zu langfristigem Markenerfolg?

Author

Listed:
  • Nadler, Sabrina
  • Rennhak, Carsten

Abstract

In der Automobilindustrie vollzieht sich aktuell ein Wandel von der Technik- zur Kundenorientierung. Die Konsumenten sollen Produkte und Dienstleistungen nicht nur einfach nutzen, sondern eine emotionale Bindung zu ihnen aufbauen und sie im Idealfall sogar lieben. Seit Gobé (2001) werden entsprechende Markenführungsansätze mit dem Schlagwort Emotional Branding bezeichnet.

Suggested Citation

  • Nadler, Sabrina & Rennhak, Carsten, 2011. "Emotional Branding in der Automobilindustrie: ein Schlüssel zu langfristigem Markenerfolg?," Reutlingen Working Papers on Marketing & Management 2009-05, Reutlingen University, ESB Business School.
    • Handle: RePEc:zbw:esbwmm:200905
    as

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    References listed on IDEAS

    as
    1. Jean-Noël Kapferer, 1992. "Die Marke, Kapital des Unternehmens," Post-Print hal-00788645, HAL.
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