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Luxury Branding. Was macht eine Marke zur Luxusmarke? by Anonym

Luxury Branding. Was macht eine Marke zur Luxusmarke?

by Anonym
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Book cover type: Paperback
  • ISBN13: 9783346429216
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 130
  • Original Price: USD 67.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 177 grams
  • BISAC Subject(s): Communication Studies

Bachelorarbeit aus dem Jahr 2015 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Georg-Simon-Ohm-Hochschule Nürnberg, Sprache: Deutsch, Abstract: Kein anderes Wort wird so oft mit Wörtern wie Schönheit, Glanz und Glamour, Reichtum, Pracht, Prominenz und Exklusivität in Verbindung gebracht. Das sind nur einige Beispiele, die dem Wort Luxus seine Bedeutung verleihen und dem Luxusmarkt ein stetiges Wachstum ermöglichen. Denn wer träumt nicht davon in die Welt des Luxus einzutauchen? Welche Attribute machen aus einer Marke eine Luxusmarke? Aufgrund welcher Eigenschaften kaufen Konsumenten Luxusmarken? Gibt es eine unterschiedliche Wahrnehmung der charakterisierenden Kennzeichen einer Luxusmarke bei Luxuskäufern und Nicht-Käufern? Gibt es eine unterschiedliche Wahrnehmung der charakterisierenden Kennzeichen zwischen weiblichen und männlichen Konsumenten? Aus den dargestellten Forschungsfragen resultieren auch die Ziele dieser Arbeit. Ein erstes Erkenntnisinteresse der Arbeit liegt darin, eine theoretische Einführung in die Thematik des Luxury Brandings zu geben. Das zweite Ziel ist es, mit Hilfe einer standardisierten Onlineumfrage, die anschlie end analysiert und interpretiert wird, oben genannte Forschungsfragen zu beantworten.

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