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Brand Strength

Building and Testing Models Based on Experiential Information. 'Gabler Edition Wissenschaft'. 'Forschungsgruppe…
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As brands have developed an image as an integral, beneficial part of products and services, the evaluation of brands has become the subject of substantial research. Sparked by the strong interest in measuring the financial value of brands, numerous a … weiterlesen
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Titel: Brand Strength
Autor/en: Martin Walser

ISBN: 3824479591
EAN: 9783824479597
Building and Testing Models Based on Experiential Information.
'Gabler Edition Wissenschaft'. 'Forschungsgruppe Konsum und Verhalten'.
Softcover reprint of the original 1st ed. 2004.
Book.
Sprache: Englisch.
Deutscher Universitätsverlag

29. Januar 2004 - kartoniert - 328 Seiten

Beschreibung

As brands have developed an image as an integral, beneficial part of products and services, the evaluation of brands has become the subject of substantial research. Sparked by the strong interest in measuring the financial value of brands, numerous attempts to assess the value of a brand from a marketing perspective have been made recently.
Martin G. Walser generates a standardized scheme for describing and evaluating existing approaches to measure the strength of a brand. On this basis, the author contributes to the as yet limited scientific research into the formation of brand strength by breaking with the well established "advertising paradigm", which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information", i.e. the consumers' experience with the brand, as a main source of brand strength. An empirical study supports the author's conceptual model and invites both researchers and practitioners to take into consideration the consumers' experience more explicitly.
Das Werk wurde mit dem Nestlé-Preis für Wirtschaftswissenschaften 2001 und mit dem Preis der Wirtschaftskammer Tirol 2001 ausgezeichnet.

Inhaltsverzeichnis

1. Introduction.- 1.1. Research problem and purpose.- 1.2. Research process and structure.- 2. Brands.- 2.1. The importance of brands.- 2.2. Historical evolution of brands.- 2.3. Functions of brands.- 2.3.1. Consumer-related brand functions.- 2.3.2. Distributor-related brand functions.- 2.3.3. Manufacturer-related brand functions.- 2.4. Defining "brand".- 2.4.1. Etymological and semantic origins of the term brand.- 2.4.2. Meanings of "brand" in the international literature.- 2.4.3. Meanings of "brand" in the german literature.- 2.4.4. Establishing a brand definition for the use in this work.- 2.5. Objects of branding activities.- 3. Brand evaluation.- 3.1. Causes for the interest in brand evaluation.- 3.2. Brand evaluation: classification and areas of application.- 3.2.1. Purposes within a financial perspective on brand valuation.- 3.2.2. Purposes within a marketing perspective on brand evaluation.- 3.3. Discussion of terminology.- 4. Brand strength.- 4.1. Classification of existing definitions.- 5. Measuring brand strength.- 5.1. A consumer-behavior framework for brand strength measures.- 5.1.1. Cognition-based measures of brand strength.- 5.1.1.1. Brands as stored information.- 5.1.1.2. Brand associations.- 5.1.1.2.1. Description of the measure.- 5.1.1.2.2. Research techniques.- 5.1.1.2.3. Empirical results.- 5.1.1.3. Brand awareness.- 5.1.1.3.1. Description of measures and research techniques.- 5.1.1.3.2. Empirical results.- 5.1.2. Affect-based brand strength measures.- 5.1.2.1. Attitudinal brand strength measures.- 5.1.2.1.1. Description of measures and research techniques.- 5.1.2.1.2. Empirical results.- 5.1.2.2. Preference-based brand strength measures.- 5.1.2.2.1. Description of measures and research techniques.- 5.1.2.2.2. Empirical results.- 5.1.3. Intention-based brand strength measures.- 5.1.3.1. Description of measures and research techniques.- 5.1.3.2. Empirical results.- 5.1.4. Behavior-based brand strength measures.- 5.1.4.1. Description of measures and research techniques.- 5.1.4.2. Empirical results.- 5.2. Summary of brand strength measures.- 5.3. Current problems in measuring brand strength.- 5.4. Assessing the necessity for multiple-construct measurement approaches.- 5.5. Conclusions and recommendations for measuring brand strength.- 6. Brand strength formation.- 6.1. A process of brand strength formation.- 6.1.1. Basic considerations.- 6.1.2. Models of information acquisition/processing & consumer learning.- 6.1.3. Brand-specific evaluation of consumer learning models.- 6.2. A conceptual model of brand strength formation.- 6.3. Antecedents of brand strength.- 6.4. A situative approach to assess the impact of experiential information on brand strength formation.- 7. Empirical design.- 7.1. Approach and objectives of the study.- 7.2. Operational definition of variables.- 7.2.1. Operational definition of brand strength.- 7.2.2. Operational definition of experiential information/experience.- 7.3. Empirical model and research hypotheses.- 7.4. Research method.- 7.4.1. Structure of the sample.- 7.4.2. Survey instrument.- 7.4.3. Procedure.- 7.4.4. Analysis.- 7.4.5. Reliability and validity of measures.- 7.4.6. Methods of analysis.- 8. Empirical findings.- 8.1. Hypothesis testing.- 8.1.1. The influence of experiential information on brand strength.- 8.1.2. The influence of brand experience on brand accessibility.- 8.1.3. The influence of experiential information on share-of-purchase.- 8.1.4. The influence of share-of-purchase on brand strength.- 8.1.5. The influence of share-of-purchase on brand accessibility.- 8.1.6. The influence of brand accessibility on brand strength.- 8.1.7. The Influence of specific competitive situations on brand strength.- 8.1.8. The moderating effect of brand experience on the impact of competitive situations on brand strength.- 8.2. Testing the causal model of brand strength formation.- 8.2.2. Testing the causal model of brand strength formation in competitive situation 2.- 8.2.3. Testing the causal model of brand strength formation in competitive situation 5.- 8.2.4. Testing the causal model of brand strength formation in competitive situation 6.- 8.3. Summary and discussion of findings.- 8.4. Limitations.- 9. Conclusions.- 9.1. Contribution.- 9.2. Implications for further research and brand management.- References.

Portrait

:Dr. Martin G. Walser promovierte bei Prof. Dr. Hans Mühlbacher am Lehrstuhl für Marketing der Universität Innsbruck. Er ist Unternehmensberater bei der Fokus Management Consulting AG in St. Gallen.
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