Erfordert die Sharing Economy neue Mechanismen der Markenführung?

Erfordert die Sharing Economy neue Mechanismen der Markenführung?

The consequences for brands through the values and consumption change in the sharing economy are not yet illuminated. The Sharing Economy could destroy trademarks or increase consumption through the use of free resources. The form of the sharing economy may define the success and mechanisms for iden...

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Veröffentlicht in:Marketing Review St. Gallen 2015-08, Vol.32 (4), p.54-63
Hauptverfasser: Kindel, Heike, Kobbe, Pola Charlotte, Mertens, Artur, Munzinger, Uwe
Format: Artikel
Sprache:ger
Schlagworte:
Brand identification
Business and Management
Economic models
Economic theory
Lifestyles
Marketing
Modernity
Schwerpunkt
Sharing economy
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Beschreibung
Zusammenfassung:The consequences for brands through the values and consumption change in the sharing economy are not yet illuminated. The Sharing Economy could destroy trademarks or increase consumption through the use of free resources. The form of the sharing economy may define the success and mechanisms for identifying brands in the sharing economy.
ISSN:1865-6544
1865-7516
DOI:10.1007/s11621-015-0550-4