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Mit der Quote zum Erfolg: Wirkung unterschiedlicher Maßnahmen zur betrieblichen Frauenförderung auf die Markeneinstellung

Empirische Analyse

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Zusammenfassung

In den vergangenen Jahren haben Unternehmen vermehrt versucht, ihren Marken durch gesellschaftliches und/oder umweltschonendes Engagement, was in der Literatur als Corporate Social Responsibility (CSR) bezeichnet wird, ein differenziertes Bild zu geben (Woisetschläger / Backhaus 2010: 42). Studien bestätigen, dass die Durchführung von CSR-Maßnahmen die Einstellung von Konsumenten gegenüber der Marke als auch dem Unternehmen positiv beeinflusst (z. B. Nan / Heo 2007; Sen / Bhattacharya 2001; Brown / Dacin 1997).

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Authors and Affiliations

  1. Hochschule für Wirtschaft und Recht Berlin, Badensche Straße 52, 10825, Berlin, Deutschland

    Prof. Dr. Beatrix Dietz & Dr. Frauke Fuhrmann

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  1. Prof. Dr. Beatrix Dietz
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  2. Dr. Frauke Fuhrmann
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Correspondence to Beatrix Dietz .

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  1. FB Wirtschaftswissenschaften, Hochschule Koblenz, Koblenz, Germany

    Holger J. Schmidt

  2. FB Wirtschaftswissenschaften, Hochschule f. Wirtschaft u. Recht, Berlin, Germany

    Carsten Baumgarth

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Dietz, B., Fuhrmann, F. (2015). Mit der Quote zum Erfolg: Wirkung unterschiedlicher Maßnahmen zur betrieblichen Frauenförderung auf die Markeneinstellung. In: Schmidt, H., Baumgarth, C. (eds) Forum Markenforschung. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10055-1_11

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  • DOI: https://doi.org/10.1007/978-3-658-10055-1_11

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