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Image for Der Zusammenhang zwischen Marken- und Konsumentenpersonlichkeit: Kausalanalytische Untersuchung am Beispiel von Jugendlichen
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Der Zusammenhang zwischen Marken- und Konsumentenpersonlichkeit: Kausalanalytische Untersuchung am Beispiel von Jugendlichen (2009 edition.)

Schlagentweith, Dirk, Zanger, Univ.-Prof. Dr. Cornelia(Foreword by)
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Dirk Schlagentweith geht der Frage nach, ob es eine Kongruenz zwischen Marken- und Konsumentenpersonlichkeit gibt und welchen Einfluss diese auf das Kaufverhalten des Konsumenten hat.

Er entwickelt auf der Grundlage internationaler Forschungsansatze ein Modell zur Erklarung der Kongruenz zwischen Marken- und Konsumentenpersonlichkeit.

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Product Details
Gabler Verlag
3834999881 / 9783834999887
eBook (Adobe Pdf)
29/01/2009
German
184 pages
Copy: 10%; print: 10%
KJ Business & management, KJM Management & management techniques, KJS Sales & marketing
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