Markenerfolg durch Brand Communities

Markenerfolg durch Brand Communities

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Bastian Popp erklAcrt empirisch den Zusammenhang zwischen der Konsumentenidentifikation und der Zufriedenheit und zeigt die zentrale Bedeutung dieser psychologischen Variablen fA¼r Kundenbindung und Neukundengewinnung.Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E. und Schlesinger, L. A. ( 1994): Putting the Service-Profit Chain to Work, Harvard Business Review, 72( March-April), S. 164-174. Heskett, J. L., Sasser, W. E. und Schlesinger, L. A.anbsp;...

Title:Markenerfolg durch Brand Communities
Author: Bastian Popp
Publisher:Springer-Verlag - 2011-05-18

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