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Der Effekt des Brand Gender auf die Equity – ein Trugschluss?

In: Brand Gender als Markenpersönlichkeit

Author

Listed:
  • Theo Lieven

    (Universität St. Gallen)

Abstract

Zusammenfassung Dieses Kapitel befasst sich mit Argumenten, die den in diesem Buch behaupteteten kausalen Zusammenhang zwischen Brand Gender und Markenwert bezweifeln. Solch ein Trugschluss könnte mehrere Gründe haben, wie zum Beispiel fehlende Invarianz, insbesondere in der interkulturellen Forschung. Die Behauptung von Caprara, Barbaranelli und Guido (2001), dass sich aus einem Set von Merkmalen extrahierte Markenpersönlichkeitsfaktoren auch für die menschliche Persönlichkeit herausbilden sollen, wird ebenfalls thematisiert.

Suggested Citation

  • Theo Lieven, 2023. "Der Effekt des Brand Gender auf die Equity – ein Trugschluss?," Springer Books, in: Brand Gender als Markenpersönlichkeit, chapter 0, pages 291-303, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-33126-8_13
    DOI: 10.1007/978-3-031-33126-8_13
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