Vertrauen als Kapital. Markenführung in Unternehmen und unterschiedliche Resistenzpotenziale des Markenvertrauens: Eine kurze Untersuchung aus soziolo
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Studienarbeit aus dem Jahr 2013 im Fachbereich Soziologie - Konsum und Werbung, Note: 1,0, Universität Trier, Sprache: Deutsch, Abstract: Ziel dieser Arbeit soll es sein, aus einer soziologischen Perspektive zu untersuchen, wie so Vertrauensstrukturen scheinbar unterschiedlich resistenten Potentiale des Vertrauens je nach Art der jeweiligen Marke entstehen. Dazu sollen nach einer Einbettung des Vertrauensbegriffes in den theoretischen Kontext der Markensoziologie einige prototypische Beispiele von "Markenskandalen" erläutert und anhand der Ergebnisse jüngster Marktstudien analysiert werden, ob sich der vermutete Zusammenhang zwischen Kritik, Art der Marke und Resistenz des Vertrauens feststellen lässt oder zumindest als plausibel angenommen werden kann sowie darüber hinaus der Versuch, mögliche Ursachen dessen herauszuarbeiten. Vertrauen gilt mit als das wichtigste Kapital von Marken und dessen Produktion als die zentrale Aufgabe in der Markenführung von Unternehmen. Da auf Märkten allerdings stets das Risiko besteht, getäuscht zu werden, und dieses selbst durch umfassendste Verträge nie ganz beseitigt werden kann, bedarf es des Vertrauens in ganz besonderer Weise, um dennoch Transaktionen zu ermöglichen. Marken erfüllen diese Funktion genuin. Vertrauen kann jedoch auch erschüttert werden oder gar vollkommen verloren bzw. untergehen, wenn spezifische Erwartungen nicht erfüllt und somit enttäuscht werden. Diesem Risiko müssten grundsätzlich also auch Unternehmen und ihre Identität als Marke ausgesetzt sein.
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