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Paperback Phänomen Luxusmarke: Identitätsstiftende Effekte Und Determinanten Der Markenloyalität [German] Book
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ISBN: 3834909394

ISBN13: 9783834909398

Phänomen Luxusmarke: Identitätsstiftende Effekte Und Determinanten Der Markenloyalität [German]

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Luxusg ter sind keine "Nachfrageprodukte", die ein rationales Problem l sen, sondern vielmehr "Angebotsprodukte", die eine sinnliche Erlebniswelt schaffen, Emotionen ansprechen und Tr ume konkretisieren. H ufig steht der Verkaufspreis in keinem nachvollziehbaren Verh ltnis zu den Produktionskosten.

Miriam B ttner, Frank Huber, Stefanie Regier und Kai Vollhardt analysieren und bewerten die Determinanten der Markenloyalit t bei Luxusmarken...

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Format: Paperback

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