search query: @indexterm Brand names / total: 212
reference: 25 / 212
| Author: | Bauer, H.H. Mäder, R. Valtin, A. |
| Title: | Auswirkungen des Markennamenwechsels im Rahmen von Markenportfoliokonsolidierungen |
| Journal: | Betriebswirtschaft
2004 : JAN/FEB, VOL. 64:1, p. 58-77 |
| Index terms: | marketing brands brand names models |
| Language: | ger |
| Abstract: | Brand (hereafter as: b.) name change (or brand renaming, here as: b-nmg.) is a strategy of increasing importance in marketing practice. This study presents motives of b. consolidation, identifying two dominant strategic alternatives: abrupt and stepwise b-nmg. A hypothetical framework is developed to analyze to what extent the consumer-based equity of an existing b. is being transferred to a consolidated b. and in what way this depends on the two options. A longitudinal study using structural equation modeling is conducted for empirical validation. The results show that b-nmg. entails a considerable threat to b. equity (original in German). |
SCIMA