haku: @indexterm BRAND NAMES / yhteensä: 212
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| Tekijä: | Bauer, H.H. Mäder, R. Valtin, A. |
| Otsikko: | Auswirkungen des Markennamenwechsels im Rahmen von Markenportfoliokonsolidierungen |
| Lehti: | Betriebswirtschaft
2004 : JAN/FEB, VOL. 64:1, p. 58-77 |
| Asiasana: | marketing brands brand names models |
| Kieli: | ger |
| Tiivistelmä: | 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). |
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