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Das Image der Versicherungsbranche unter angehenden Akademikern: Eine empirische Analyse

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  • Führer, Christian
  • Köhler, Anke
  • Naumann, Jessica

Abstract

Der Versicherungswirtschaft wird in der Öffentlichkeit ein schlechtes Image nachgesagt. Die folgende Studie untersucht auf Basis einer empirischen Befragung speziell von angehenden Akademikern, wie es um das Image der Branche in dieser gesellschaftlich relevanten Personengruppe tatsächlich bestellt ist und leitet daraus Forderungen für eine proaktive Imagepolitik von Versicherungsunternehmen und der Versicherungswirtschaft als Ganzes ab.

Suggested Citation

  • Führer, Christian & Köhler, Anke & Naumann, Jessica, 2007. "Das Image der Versicherungsbranche unter angehenden Akademikern: Eine empirische Analyse," Reutlingen Working Papers on Marketing & Management 2007-06, Reutlingen University, ESB Business School.
    • Handle: RePEc:zbw:esbwmm:200706
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