Analyse von Wirkungspotentialen der Markentradition als Basis des Markenmanagements (English shop)

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The relevance of brand management is increasing both in marketing research and in marketing practice. Within this, the specific field of brand tradition is assuming ever greater importance. Although it already constitutes a widely used instrument in many areas of marketing practice, only few research studies have addressed this topic so far. The present work focuses on the importance of brand tradition in the context of perceived customer value. Starting from the research question of whether and how strongly brand tradition can have an effect on perceived customer value, a theoretical and conceptual framework is developed and empirically confirmed. On this basis, implications for future research as well as options for action in marketing practice are derived.