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Product Description Katharina Schaefer untersucht die wissenschaftliche Forschung zum Zusammenhang zwischen Branchenimages und Unternehmensmarkenimages und entwickelt ein um wesentliche Aspekte erweitertes Modell. Anhand einer Stichprobe von ber 3.000 Personen unterzieht sie ihr Modell einer anspruchsvollen empirischen berprfung in Hinblick auf seine praktische und wissenschaftliche Relevanz. From the Back Cover Jedes Unternehmen wird von seinen Zielgruppen, seien es Kunden, Kapitalmrkte oder auch aktuelle und zuknftige Mitarbeiter, als Teil mindestens einer Branche wahrgenommen. Es liegt also nahe, das Branchenimage in den Prozess des Markenmanagements und insbesondere der Markenprofilierung mit einzubeziehen und es so zur Differenzierung vom relevanten Wettbewerb zu nutzen. Folgerichtig untersucht Katharina Schaefer die wissenschaftliche Forschung zum Zusammenhang zwischen Branchenimages und Unternehmensmarkenimages und entwickelt ein um wesentliche Aspekte erweitertes Modell des bestehenden Zusammenhangs. Anhand einer Stichprobe von ber 3.000 Personen unterzieht sie ihr Modell einer anspruchsvollen empirischen berprfung in Hinblick auf seine praktische und wissenschaftliche Relevanz. About the Author Dr. Katharina Schaefer promovierte bei Prof. Dr. Christoph Burmann am Lehrstuhl fr Innovatives Markenmanagement der Universitt Bremen. Sie ist Unternehmensberaterin bei McKinsey & Company Inc., Hamburg.
⚠️ WARNING (California Proposition 65):
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birth defects, or other reproductive harm.
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