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Markenführung und Nachhaltigkeit in der Textilindustrie

Author

Listed:
  • Laura Bauer
  • Holger Schunk

    (Hochschule RheinMain)

Abstract

Zusammenfassung Das Markenmanagement sieht sich mit einer Vielzahl unterschiedlicher Rahmenbedingungen konfrontiert. Besonders die Sensibilisierung der Gesellschaft hinsichtlich sozial und ökologisch hergestellter Produkte nimmt bei der Definition der Markenidentität eine zunehmend größere Rolle ein. Die vorliegende Studie untersucht den Einfluss von Nachhaltigkeit auf die Kaufentscheidung bei Textilien. Darüber hinaus wird die Verankerung von Nachhaltigkeit in der Markenidentität und die daraus resultierende Markenwahrnehmung diskutiert.

Suggested Citation

  • Laura Bauer & Holger Schunk, 2016. "Markenführung und Nachhaltigkeit in der Textilindustrie," Sustainability Nexus Forum, Springer, vol. 24(4), pages 369-382, December.
    • Handle: RePEc:spr:sumafo:v:24:y:2016:i:4:d:10.1007_s00550-016-0430-7
    DOI: 10.1007/s00550-016-0430-7
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    Cited by:

    1. Thomas Könecke & Holger Schunk & Tabea Schappel & Ine Hugaerts & Fabio Wagner & Ewa Malchrowicz-Mośko, 2021. "German Marathon Runners’ Opinions on and Willingness to Pay for Environmental Sustainability," Sustainability, MDPI, vol. 13(18), pages 1-17, September.

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