Catalog > Social Sciences > General > Kai-Uwe Hellmann & Thorsten Raabe: Vergemeinschaftung in der Volkswagenwelt (PDF)

Kai-Uwe Hellmann & Thorsten Raabe
Vergemeinschaftung in der Volkswagenwelt [PDF ebook]
Beiträge zur Brand Community-Forschung

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Cover of Kai-Uwe Hellmann & Thorsten Raabe: Vergemeinschaftung in der Volkswagenwelt (PDF)

Seit 2001 gibt es eine international vernetzte Forschung zu „brand communities“, d.h. zu sozialen Netzwerken, die aus hochengagierten Kunden spezieller Markenprodukte wie Apple, Harley-Davidson oder Sony bestehen. Die Beiträge in diesem Band schließen an diese Forschung an und wenden sie auf Kunden von Produkten der Volkswagen AG an. Darüber hinaus wird untersucht, welche Veränderungen von Bedeutungsinhalten gewisser VW-Produktmarken im Zeitvergleich festzustellen sind, einschließlich eines markenübergreifenden Vergleichs von „brand communities“ im Automobilsektor.

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About the author

Dr. Kai-Uwe Hellmann vertritt zurzeit die Professur für Soziologie (WISO) an der Helmut-Schmidt-Universität.
Dr. Thorsten Raabe ist Professor für Allgemeine Betriebswirtschaftslehre, Absatz und Marketing an der Carl von Ossietzky-Universität Oldenburg.

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Language German ● Format PDF ● Pages 240 ● ISBN 9783531932798 ● File size 6.3 MB ● Editor Kai-Uwe Hellmann & Thorsten Raabe ● Publisher VS Verlag für Sozialwissenschaften ● City Wiesbaden ● Country DE ● Published 2011 ● Downloadable 24 months ● Currency EUR ● ID 2247246 ● Copy protection Social DRM

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