{"id":"https://openalex.org/W98239443","doi":"https://doi.org/10.1007/978-3-8349-4541-9_40","title":"Verankerung der Markenidentit\u00e4t durch Behavioral Branding","display_name":"Verankerung der Markenidentit\u00e4t durch Behavioral Branding","publication_year":2005,"publication_date":"2005-01-01","ids":{"openalex":"https://openalex.org/W98239443","doi":"https://doi.org/10.1007/978-3-8349-4541-9_40","mag":"98239443"},"language":"de","primary_location":{"id":"doi:10.1007/978-3-8349-4541-9_40","doi":"https://doi.org/10.1007/978-3-8349-4541-9_40","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-8349-4541-9_40","pdf_url":null,"source":{"id":"https://openalex.org/S4306463308","display_name":"Gabler Verlag eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Moderne Markenf\u00fchrung","raw_type":"book-chapter"},"volume":{"id":"https://openalex.org/W4230104680","display_name":"Moderne Markenf\u00fchrung"},"type":"book-chapter","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5021182207","display_name":"Franz\u2010Rudolf Esch","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I200763008","display_name":"Justus-Liebig-Universit\u00e4t Gie\u00dfen","ror":"https://ror.org/033eqas34","country_code":"DE","type":"education","lineage":["https://openalex.org/I200763008"]}],"countries":["DE"],"is_corresponding":true,"raw_author_name":"Franz-Rudolf Esch","raw_affiliation_strings":["Inhaber, Direktor,\n        Lehrstuhls f\u00fcr Betriebswirtschaftslehre mit dem Schwerpunkt Marketing und Instituts f\u00fcr Marken- und Kommunikationsforschung, Justus-Liebig-Universit\u00e4t Gie\u00dfen, Licher Stra\u00dfe 66, 35394, Gie\u00dfen, Deutschland"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Inhaber, Direktor,\n        Lehrstuhls f\u00fcr Betriebswirtschaftslehre mit dem Schwerpunkt Marketing und Instituts f\u00fcr Marken- und Kommunikationsforschung, Justus-Liebig-Universit\u00e4t Gie\u00dfen, Licher Stra\u00dfe 66, 35394, Gie\u00dfen, Deutschland","institution_ids":["https://openalex.org/I200763008"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5024272423","display_name":"Jan Rutenberg","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I200763008","display_name":"Justus-Liebig-Universit\u00e4t Gie\u00dfen","ror":"https://ror.org/033eqas34","country_code":"DE","type":"education","lineage":["https://openalex.org/I200763008"]}],"countries":["DE"],"is_corresponding":false,"raw_author_name":"Jan Rutenberg","raw_affiliation_strings":["Inhaber, Direktor,\n        Lehrstuhls f\u00fcr Betriebswirtschaftslehre mit dem Schwerpunkt Marketing und Instituts f\u00fcr Marken- und Kommunikationsforschung, Justus-Liebig-Universit\u00e4t Gie\u00dfen, Licher Stra\u00dfe 66, 35394, Gie\u00dfen, Deutschland"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Inhaber, Direktor,\n        Lehrstuhls f\u00fcr Betriebswirtschaftslehre mit dem Schwerpunkt Marketing und Instituts f\u00fcr Marken- und Kommunikationsforschung, Justus-Liebig-Universit\u00e4t Gie\u00dfen, Licher Stra\u00dfe 66, 35394, Gie\u00dfen, Deutschland","institution_ids":["https://openalex.org/I200763008"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5040609571","display_name":"Kristina Str\u00f6dter","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I200763008","display_name":"Justus-Liebig-Universit\u00e4t Gie\u00dfen","ror":"https://ror.org/033eqas34","country_code":"DE","type":"education","lineage":["https://openalex.org/I200763008"]}],"countries":["DE"],"is_corresponding":false,"raw_author_name":"Kristina Str\u00f6dter","raw_affiliation_strings":["Inhaber, Direktor,\n        Lehrstuhls f\u00fcr Betriebswirtschaftslehre mit dem Schwerpunkt Marketing und Instituts f\u00fcr Marken- und Kommunikationsforschung, Justus-Liebig-Universit\u00e4t Gie\u00dfen, Licher Stra\u00dfe 66, 35394, Gie\u00dfen, Deutschland"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Inhaber, Direktor,\n        Lehrstuhls f\u00fcr Betriebswirtschaftslehre mit dem Schwerpunkt Marketing und Instituts f\u00fcr Marken- und Kommunikationsforschung, Justus-Liebig-Universit\u00e4t Gie\u00dfen, Licher Stra\u00dfe 66, 35394, Gie\u00dfen, Deutschland","institution_ids":["https://openalex.org/I200763008"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5061470462","display_name":"Christine Vallaster","orcid":"https://orcid.org/0000-0002-4825-2093","observed_orcids":["https://orcid.org/0000-0002-4825-2093"]},"institutions":[{"id":"https://openalex.org/I200763008","display_name":"Justus-Liebig-Universit\u00e4t Gie\u00dfen","ror":"https://ror.org/033eqas34","country_code":"DE","type":"education","lineage":["https://openalex.org/I200763008"]}],"countries":["DE"],"is_corresponding":false,"raw_author_name":"Christine Vallaster","raw_affiliation_strings":["Inhaber, Direktor,\n        Lehrstuhls f\u00fcr Betriebswirtschaftslehre mit dem Schwerpunkt Marketing und Instituts f\u00fcr Marken- und Kommunikationsforschung, Justus-Liebig-Universit\u00e4t Gie\u00dfen, Licher Stra\u00dfe 66, 35394, Gie\u00dfen, Deutschland"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Inhaber, Direktor,\n        Lehrstuhls f\u00fcr Betriebswirtschaftslehre mit dem Schwerpunkt Marketing und Instituts f\u00fcr Marken- und Kommunikationsforschung, Justus-Liebig-Universit\u00e4t Gie\u00dfen, Licher Stra\u00dfe 66, 35394, Gie\u00dfen, Deutschland","institution_ids":["https://openalex.org/I200763008"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5021182207"],"corresponding_institution_ids":["https://openalex.org/I200763008"],"apc_list":null,"apc_paid":null,"fwci":7.9262,"has_fulltext":false,"cited_by_count":30,"citation_normalized_percentile":{"value":0.97262667,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":97},"biblio":{"volume":null,"issue":null,"first_page":"985","last_page":"1008"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.6265000104904175,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.6265000104904175,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.2354000061750412,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12738","display_name":"Corporate Identity and Reputation","score":0.07940000295639038,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/brand-identity","display_name":"brand identity","score":0.890999972820282},{"id":"https://openalex.org/keywords/customer-employee-interaction","display_name":"customer-employee interaction","score":0.6439999938011169},{"id":"https://openalex.org/keywords/brand-consistency","display_name":"brand consistency","score":0.8019999861717224},{"id":"https://openalex.org/keywords/brand-communication","display_name":"brand communication","score":0.4259999990463257}],"concepts":[{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.37062352895736694}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1007/978-3-8349-4541-9_40","doi":"https://doi.org/10.1007/978-3-8349-4541-9_40","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-8349-4541-9_40","pdf_url":null,"source":{"id":"https://openalex.org/S4306463308","display_name":"Gabler Verlag eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Moderne Markenf\u00fchrung","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W4239891238","https://openalex.org/W4213297292","https://openalex.org/W4243178777","https://openalex.org/W2344805545","https://openalex.org/W1496192823","https://openalex.org/W4248587291","https://openalex.org/W2528461714","https://openalex.org/W126543290","https://openalex.org/W14118700","https://openalex.org/W4251144844"],"abstract_inverted_index":{"F\u00fchlen":[0],"und":[1,41,104],"wissen":[2],"alle":[3,99],"Beteiligten,":[4],"far":[5],"was":[6,10],"die":[7,35,37,87,101],"Marke":[8,93,102],"steht,":[9],"der":[11,13,92],"Kern":[12],"Unternehmensmarke,":[14],"also":[15],"ihre":[16],"Identit\u00e4t":[17],"ist?":[18],"H\u00e4ufig":[19],"leider":[20],"nicht.":[21],"Genau":[22],"dies":[23],"ist":[24,61,95],"aber":[25],"in":[26,72],"vielen":[27],"Gesch\u00e4ftsfeldern":[28],"entscheidend.":[29],"Bei":[30],"jedem":[31],"Kunden-Mitarbeiter-Kontakt":[32],"bietet":[33],"sich":[34,66,105],"Chance,":[36],"Marke,":[38],"das":[39,50,81],"Produkt":[40],"den":[42],"Nutzen":[43],"dem":[44],"Kunden":[45,53],"zu":[46,58],"vermitteln.":[47],"Anderenfalls":[48],"l\u00e4uft":[49],"Unternehmen":[51],"Gefahr,":[52],"durch":[54],"einen":[55,68,75],"inkonsistenten":[56],"Eindruck":[57],"vervvirren.":[59],"Dabei":[60],"es":[62,65,96],"egal,":[63],"ob":[64],"um":[67,80],"Supermarktkassierer,":[69],"eine":[70],"Bedienung":[71],"einem":[73],"Fastfood-Restaurant,":[74],"Angestellten":[76],"einer":[77],"Bank":[78],"oder":[79],"Call-Center":[82],"eines":[83],"Reiseveranstalters":[84],"handelt.":[85],"Damit":[86],"Mitarbeiter":[88],"im":[89],"Einklang":[90],"mit":[91],"handeln,":[94],"notwendig,":[97],"dass":[98],"Beteiligten":[100],"kennen":[103],"ihr":[106],"verpflichtet":[107],"fahlen":[108],"(vgl.":[109],"Wittke-Kothe,":[110],"2001,":[111],"S.":[112,116],"2;":[113],"Esch/Vallaster,":[114],"2004,":[115],"8).":[117]},"counts_by_year":[{"year":2023,"cited_by_count":2},{"year":2022,"cited_by_count":1},{"year":2019,"cited_by_count":3},{"year":2018,"cited_by_count":3},{"year":2016,"cited_by_count":3},{"year":2015,"cited_by_count":1},{"year":2014,"cited_by_count":1},{"year":2013,"cited_by_count":3},{"year":2012,"cited_by_count":1}],"updated_date":"2026-10-10T09:11:00.788812","created_date":"2016-06-24T00:00:00"}