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Digitales Markenmanagement by Ingo Halbauer

Digitales Markenmanagement

by Ingo Halbauer
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Book cover type: Paperback
  • ISBN13: 9783658317768
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 159
  • Original Price: EUR 46.72
  • Language: German
  • Edition: 1. Aufl. 2020
  • Item Weight: 241 grams
  • BISAC Subject(s): Marketing / General

Digitale Verkaufskanäle wie Online-, Mobile- und Voice-Shopping stellen Marken vor besondere Herausforderungen. Ingo Halbauer trägt mit seiner Arbeit dazu bei, die Bedeutung, die Marken in diesen Kanälen einnehmen besser zu verstehen. Um dies zu erreichen, wird zunächst die unterschiedliche Wirkung von Marken beim Online- und Voice-Shopping untersucht. Anschlie end erfolgt die nähere Betrachtung von Kundenstimmung im Kontext des Voice-Shoppings. Schlie lich wird das Kaufverhalten von Handels- und Herstellermarken beim Online- und Mobile-Shopping anhand eines Feld-Datensatzes analysiert.


Ingo Halbauer promovierte bei der Forschungsgruppe Marketing & Vertrieb von Prof. Dr. Martin Klarmann am Karlsruher Institut für Technologie.

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