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Entwicklung und Anwendung eines Softwaretools zur Messung des Markenimages auf der Basis assoziativer Markennetzwerke

In: Forum Markenforschung 2021

Author

Listed:
  • Wolfgang Geise

    (Hochschule Niederrhein)

  • Nicholas Sunderland

    (Publicis Media)

Abstract

Zusammenfassung Es wird ein Softwaretool vorgestellt, das eine computergestützte ganzheitliche und strukturierte Erfassung des Markenimages ermöglicht und auch Auswertungsmöglichkeiten integriert. Damit wird ein Beitrag zur Diskussion über Möglichkeiten einer Markenstatuserfassung geleistet. Das Tool stellt eine Weiterentwicklung von Paper-and-Pencil-basierten Netzwerkansätzen im Bereich der Markenimagemessung dar. Entwicklungsstufen, Erprobung und Erfahrungen werden berichtet, und es werden Anregungen für die Anwendung des Tools in der Markenmanagementpraxis anhand einer Beispielanwendung gegeben.

Suggested Citation

  • Wolfgang Geise & Nicholas Sunderland, 2023. "Entwicklung und Anwendung eines Softwaretools zur Messung des Markenimages auf der Basis assoziativer Markennetzwerke," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 235-262, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-39568-1_11
    DOI: 10.1007/978-3-658-39568-1_11
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