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Markenintimität (Brand Intimacy) von Konsumenten — Konzeptualisierung, Determinanten und Wirkungen, mit empirischen Befunden

Author

Listed:
  • Manfred Bruhn

    (Technischen Universität München)

  • Verena Schoenmüller

    (Schweizerischen Bundesbahn tätig)

  • Daniela Schäfer

    (Schweizerischen Bundesbahn tätig)

  • Simon Reumer

    (Schweizerischen Bundesbahn tätig)

Abstract

Zusammenfassung In Konsumenten-Marken-Beziehungen stellt die Intimitat einen essentiellen Aspekt dar. Bislang fehlt es jedoch an einer gezielten Analyse sowie einer ganzheitlichen Skala zur Messung der I ntimitat von Konsumenten gegenuber Marken. Daher ist es das Ziel dieses Beitrags, eine umfassende Konzeptualisierung des Konstrukts Brand I ntimacy (BI) durchzufuhren sowie die Determinanten und Konsequenzen der BI zu identifizieren. Die empirischen Ergebnisse bestatigen, dass die BI ein zweidimensionales Konstrukt darstellt, bestehend aus einer affektiven und einer kognitiven Dimension. Daruber hinaus ist BI diskriminant von anderen inhaltlich verwandten Konstrukten. Die Identifikation mit der Marke und der hedonistische Nutzen einer Marke begunstigen die Entwicklung von BI. Ferner wird nachgewiesen, dass die BI zur positiven Weiterempfehlung, zur Preispremiumbereitschaft sowie zur Vergebung fur Fehler der Marke beitragt.

Suggested Citation

  • Manfred Bruhn & Verena Schoenmüller & Daniela Schäfer & Simon Reumer, 2012. "Markenintimität (Brand Intimacy) von Konsumenten — Konzeptualisierung, Determinanten und Wirkungen, mit empirischen Befunden," Schmalenbach Journal of Business Research, Springer, vol. 64(6), pages 590-629, September.
    • Handle: RePEc:spr:sjobre:v:64:y:2012:i:6:d:10.1007_bf03372867
    DOI: 10.1007/BF03372867
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    References listed on IDEAS

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    More about this item

    Keywords

    M31;

    JEL classification:

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

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