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Determinanten eines erfolgreichen Behavioral Branding

Ergebnisse einer empirischen Studie

  • Chapter
Behavioral Branding

Zusammenfassung

„A brand is a promise kept!“ (Olins 2005, S. 7). Diese beinahe trivial anmutende Feststellung des britischen Markenexperten Wally Olins spiegelt eine der aktuell wichtigsten Herausforderungen des Markenmanagements wider: Die konsequente Einhaltung des Markenversprechens gegenüber dem Kunden. In der Wissenschaft herrscht weitestgehende Einigkeit darüber, dass die Markenwahrnehmung des Kunden und seine Zufriedenheit mit einer Marke in hohem Maße durch die persönliche Interaktion mit Mitarbeitern beeinflusst wird (Berry/Bendapudi 2003, S. 102; Bendapudi/Bendapudi 2005 S. 124; Tomczak et al. 2005, 28 ff.). In aktuellen Beiträgen wird der Zusammenhang zwischen Markenversprechen und Mitarbeiterverhalten unter Verwendung der Termini „Brand Behavior“ (Brexendorf/Kernstock 2007, S. 1; Mitchell 2002, S. 101; Burmann/Zeplin 2005, S. 279) bzw. „Behavioral Branding“ (Tomczak et al. 2005, S. 28; Henkel et al. 2007b, S. 16) diskutiert.

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Authors
  1. Sven Henkel
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  2. Torsten Tomczak
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  3. Mark Heitmann
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  4. Andreas Herrmann
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Editor information

Torsten Tomczak Franz-Rudolf Esch Joachim Kernstock Andreas Herrmann

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Henkel, S., Tomczak, T., Heitmann, M., Herrmann, A. (2012). Determinanten eines erfolgreichen Behavioral Branding. In: Tomczak, T., Esch, FR., Kernstock, J., Herrmann, A. (eds) Behavioral Branding. Gabler Verlag. https://doi.org/10.1007/978-3-8349-7134-0_12

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