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

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Capa do 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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Sobre o autor

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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Língua Alemão ● Formato PDF ● Páginas 240 ● ISBN 9783531932798 ● Tamanho do arquivo 6.3 MB ● Editor Kai-Uwe Hellmann & Thorsten Raabe ● Editora VS Verlag für Sozialwissenschaften ● Cidade Wiesbaden ● País DE ● Publicado 2011 ● Carregável 24 meses ● Moeda EUR ● ID 2247246 ● Proteção contra cópia DRM social

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