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| Author: | Meffert, H. Heinemann, G. |
| Title: | Operationalisierung des Imagetransfers. Begrenzung des Transferrisikos durch Ähnlichkeitsmessungen. |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1990 : VOL. 12:1, p. 5-10 |
| Index terms: | IMAGE MARKETING NEW PRODUCTS |
| Language: | ger |
| Abstract: | Image is a system of subjectively evaluated product and trademark characteristics. In case of new product introduction it is a salient marketing feature to what extent the image of the old product/ trademark transfers to the new one. The article develops an index to measure this image transferability capacity. |
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