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Die Messung des Images einer Store Brand des Lebensmitteleinzelhandels: Entwicklung und Anwendung einer Multi-Item-Skala

Author

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  • Geise, Wolfgang
  • Geise, Fabian A.

Abstract

Am Beispiel einer Händlermarke (Store Brand) aus dem Lebensmitteleinzelhandel wird aufgezeigt, wie sich deren Image mit Hilfe einer Multi-Item-Skala messen lässt. Dabei werden insbesondere das theoretische Konstrukt "Store-Brand-Image" und die Konstruktion dieses Messinstruments näher beschrieben. Verschiedene Analysen der mit diesem Instrument erhobenen Imagedaten liefern nützliche Informationen für das Markenmanagement. Schließlich wird im Zusammenhang mit der Konstruktion der Multi-Item-Imageskala dargelegt, wie relevante Image-Items mit Hilfe der Methode der assoziativen Markennetzwerke gewonnen werden können. Die Erhebung individueller Markennetzwerke wird dabei Software-gestützt vorgenommen.

Suggested Citation

  • Geise, Wolfgang & Geise, Fabian A., 2023. "Die Messung des Images einer Store Brand des Lebensmitteleinzelhandels: Entwicklung und Anwendung einer Multi-Item-Skala," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 8(01/2023), pages 109-134.
    • Handle: RePEc:zbw:afmpwm:289795
    DOI: 10.15459/95451.63
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    References listed on IDEAS

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