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    UID:
    kobvindex_INT0004440
    Format: 1 electronic resource (xxii, 254 pages) : , illustrations.
    ISBN: 9783631515563 , 3631515561 , 9783631750377 , 3631750374
    Series Statement: Schriften zu Marketing und Management,
    Content: MACHINE-GENERATED SUMMARY NOTE: "Welche Bedeutung hat die Marke und lohnen sich Investitionen in ihren Aufbau? Diesen Fragestellungen wird in der Arbeit auf einer breiten empirischen Basis nachgegangen. Dazu wird die Markenrelevanz konzeptualisiert und ihre Bedeutung über die zentralen Markenfunktionen erklärt. Neben der Bezugsgruppe der Nachfrager werden auch Mitarbeiter und Kapitalgeber als zentrale Adressaten der Unternehmensmarke berücksichtigt." -- "What is the significance of the brand and is it worth investing in building it up? These questions are investigated in the work on a broad empirical basis. For this purpose, the brand relevance is conceptualized and its importance explained using the central brand functions. In addition to the reference group of consumers, employees and investors are also taken into account as the central addressees of the corporate brand."
    Note: EDITORIAL NOTE: originally published: 2004. , DISSERTATION NOTE: originally submitted as doctoral thesis, Universität Münster (Westfalen), 2003.
    Language: German
    Keywords: Academic theses
    URL: FULL
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