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Brand Communities. Chancen und Risiken für die Kundenbeziehung by Anonym

Brand Communities. Chancen und Risiken für die Kundenbeziehung

by Anonym
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Book cover type: Paperback
  • ISBN13: 9783346424235
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 24
  • Original Price: USD 25.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 46 grams
  • BISAC Subject(s): Communication Studies

Studienarbeit aus dem Jahr 2019 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Sprache: Deutsch, Abstract: Diese Arbeit beantwortet die Frage, in welchem Ma e Markengemeinschaften als Chance zu betrachten sind oder ob sie durch überwiegendes Risiko eine Gefahr für die Kundenbeziehung zum Unternehmen darstellen. Aufgrund des Paradigmenwechsels vom Transaktions- zum Relationship Marketing entwickelte sich der Fokus auf die Betrachtung der gesamten Kundenbeziehung. Die Notwendigkeit für langfristige Beziehungen besteht in der Schaffung von Vertrauen, Commitment sowie der Kundenzufriedenheit. Dabei steht ausschlie lich der Kunde als zentrale Interessengruppe im Vordergrund der Betrachtungen. Konsumenten messen speziellen Marken eine überproportionale Wertschätzung bei, sodass sich einzelne Verbraucher zusammenschlie en und Brand Communities entstehen. Sie sind durch ihr Engagement und die damit verbundenen transzendenten Kundenerfahrungen in der Lage, entscheidend Einfluss auf die Verbraucherbeziehung zu nehmen. Wird diese Interaktion unternehmensseitig nicht ausreichend gepflegt, resultieren weitreichende wechselseitige Konsequenzen.

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