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Beziehungen zwischen Konsumenten und Marken — Eine empirische Analyse verschiedener Beziehungstypen —

Author

Listed:
  • Wolfgang Fritz

    (Institut für Marketing, Technische Universität Braunschweig)

  • Bettina Lorenz

    (Volkswagen Consulting)

Abstract

Zusammenfassung Auf breiter empirischer Basis werden in diesem Beitrag vier verschiedene Typen von Beziehungen ermittelt, die zwischen Konsumenten und Marken bestehen, nämlich „beste Freundschaft”, „leidenschaftslose Zweckgemeinschaft”, „oberflächliche Bekanntschaft” und „glückliche Partnerschaft”. Diese Befunde sind für das Markenmanagement von Unternehmen von Bedeutung, denn sie machen deutlich, daß sich Konsumenten bei ihrer Markenwahl nicht nur für Marken allein, sondern auch für bestimmte Typen von Beziehungen entscheiden, die sie mit den Marken eingehen wollen. Vielfach wird sich das traditionelle Markenmanagement daher zu einem umfaßenderen Markenbeziehungsmanagement weiterentwickeln müßen, in deßen Zentrum Aufbau und Pflege der vorteilhaften Markenbeziehungen „beste Freundschaft” und „glückliche Partnerschaft” stehen sollten. Die Untersuchungsergebniße zeigen aber auch, daß zahlreiche bekannte Marken häufiger in den weniger günstigen Beziehungen „leidenschaftslose Zweckgemeinschaft” und „oberflächliche Bekanntschaft” erscheinen, was auf ein unzureichend entwickeltes Markenbeziehungsmanagement vieler Unternehmen hindeutet.

Suggested Citation

  • Wolfgang Fritz & Bettina Lorenz, 2010. "Beziehungen zwischen Konsumenten und Marken — Eine empirische Analyse verschiedener Beziehungstypen —," Schmalenbach Journal of Business Research, Springer, vol. 62(4), pages 366-393, June.
    • Handle: RePEc:spr:sjobre:v:62:y:2010:i:4:d:10.1007_bf03373675
    DOI: 10.1007/BF03373675
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    References listed on IDEAS

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    1. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. "A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 199-218, September.
    2. Andreas Herrmann & Frank Huber & Frank Kressmann, 2006. "Varianz- und kovarianzbasierte Strukturgleichungsmodelle — Ein Leitfaden zu deren Spezifikation, Schätzung und Beurteilung," Schmalenbach Journal of Business Research, Springer, vol. 58(1), pages 34-66, February.
    3. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
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    Keywords

    M31;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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