Brand strength: building and testing models based on experiential information
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Wiesbaden
Dt. Univ.-Verl.
2004
|
| Ausgabe: | 1. Aufl. |
| Schriftenreihe: | Gabler Edition Wissenschaft : Forschungsgruppe Konsum und Verhalten
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Zugl.: Innsbruck, Univ., Diss., 2000 |
| Beschreibung: | XV, 309 S. graph. Darst. |
| ISBN: | 3824479591 |
Internformat
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| 245 | 1 | 0 | |a Brand strength |b building and testing models based on experiential information |c Martin G. Walser. With a foreword by Hans Mühlbacher |
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Datensatz im Suchindex
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| adam_text | TABLE OF CONTENTS FOREWORD V PREFACE VII LIST OF FIGURES XIII LIST OF
TABLES XV 1. INTRODUCTION 1 1.1. RESEARCH PROBLEM AND PURPOSE 1 1.2.
RESEARCH PROCESS AND STRUCTURE 3 2. BRANDS 6 2.1. THE IMPORTANCE OF
BRANDS 6 2.2. HISTORICAL EVOLUTION OF BRANDS 9 2.3. FUNCTIONS OF BRANDS
12 2.3.1. CONSUMER-RELATED BRAND FUNCTIONS 12 2.3.2. DISTRIBUTOR-RELATED
BRAND FUNCTIONS 17 2.3.3. MANUFACTURER-RELATED BRAND FUNCTIONS 19 2.4.
DEFINING BRAND 20 2.4.1. ETYMOLOGICAL AND SEMANTIC ORIGINS OF THE TERM
BRAND 23 2.4.2. MEANINGS OF BRAND IN THE INTERNATIONAL LITERATURE 24
2.4.3. MEANINGS OF BRAND IN THE GERMAN LITERATURE 34 2.4.4.
ESTABLISHING A BRAND DEFINITION FOR THE USE IN THIS WORK 39 2.5. OBJECTS
OF BRANDING ACTIVITIES 41 3. BRAND EVALUATION 44 3.1. CAUSES FOR THE
INTEREST IN BRAND EVALUATION 44 3.2. BRAND EVALUATION: CLASSIFICATION
AND AREAS OF APPLICATION 47 3.2.1. PURPOSES WITHIN A FINANCIAL
PERSPECTIVE ON BRAND VALUATION 48 3.2.2. PURPOSES WITHIN A MARKETING
PERSPECTIVE ON BRAND EVALUATION 51 3.3. DISCUSSION OF TERMINOLOGY 52 4.
BRAND STRENGTH 56 4.1. CLASSIFICATION OF EXISTING DEFINITIONS 56 IX 4.2.
DEFINING BRAND STRENGTH 58 5. MEASURING BRAND STRENGTH 60 5.1. A
CONSUMER-BEHAVIOR FRAMEWORK FOR BRAND STRENGTH MEASURES 61 5.1.1.
COGNITION-BASED MEASURES OF BRAND STRENGTH 65 5.1.1.1. BRANDS AS STORED
INFORMATION 65 5.1.1.2. BRAND ASSOCIATIONS 68 5.1.1.2.1. DESCRIPTION OF
THE MEASURE 69 5.1.1.2.2. RESEARCH TECHNIQUES 72 5.1.1.2.3. EMPIRICAL
RESULTS 74 5.1.1.3. BRAND AWARENESS 79 5.1.1.3.1. DESCRIPTION OF
MEASURES AND RESEARCH TECHNIQUES 80 5.1.1.3.2. EMPIRICAL RESULTS 83
5.1.2. AFFECT-BASED BRAND STRENGTH MEASURES 86 5.1.2.1. ATTITUDINAL
BRAND STRENGTH MEASURES 86 5.1.2.1.1. DESCRIPTION OF MEASURES AND
RESEARCH TECHNIQUES 87 5.1.2.1.2. EMPIRICAL RESULTS 88 5.1.2.2.
PREFERENCE-BASED BRAND STRENGTH MEASURES 90 5.1.2.2.1. DESCRIPTION OF
MEASURES AND RESEARCH TECHNIQUES 90 5.1.2.2.2. EMPIRICAL RESULTS 91
5.1.3. INTENTION-BASED BRAND STRENGTH MEASURES 95 5.1.3.1. DESCRIPTION
OF MEASURES AND RESEARCH TECHNIQUES 95 5.1.3.2. EMPIRICAL RESULTS 97
5.1.4. BEHAVIOR-BASED BRAND STRENGTH MEASURES 98 5.1.4.1. DESCRIPTION OF
MEASURES AND RESEARCH TECHNIQUES 99 5.1.4.2. EMPIRICAL RESULTS 101 5.2.
SUMMARY OF BRAND STRENGTH MEASURES 105 5.3. CURRENT PROBLEMS IN
MEASURING BRAND STRENGTH 111 5.4. ASSESSING THE NECESSITY FOR
MULTIPLE-CONSTRUCT MEASUREMENT APPROACHES 115 5.5. CONCLUSIONS AND
RECOMMENDATIONS FOR MEASURING BRAND STRENGTH 127 6. BRAND STRENGTH
FORMATION 130 6.1. A PROCESS OF BRAND STRENGTH FORMATION 131 6.1.1.
BASIC CONSIDERATIONS 131 6.1.2. MODELS OF INFORMATION
ACQUISITION/PROCESSING & CONSUMER LEARNING 134 6.1.3. BRAND-SPECIFIC
EVALUATION OF CONSUMER LEARNING MODELS 137 6.2. A CONCEPTUAL MODEL OF
BRAND STRENGTH FORMATION 141 6.3. ANTECEDENTS OF BRAND STRENGTH 144 6.4.
A SITUATIVE APPROACH TO ASSESS THE IMPACT OF EXPERIENTIAL INFORMATION ON
BRAND STRENGTH FORMATION 151 7. EMPIRICAL DESIGN 155 7.1. APPROACH AND
OBJECTIVES OF THE STUDY 155 7.2. OPERATIONAL DEFINITION OF VARIABLES 155
7.2.1. OPERATIONAL DEFINITION OF BRAND STRENGTH 156 7.2.2. OPERATIONAL
DEFINITION OF EXPERIENTIAL INFORMATION/EXPERIENCE 158 7.3. EMPIRICAL
MODEL AND RESEARCH HYPOTHESES 160 7.4. RESEARCH METHOD 164 7.4.1.
STRUCTURE OF THE SAMPLE 165 7.4.2. SURVEY INSTRUMENT 166 7.4.3.
PROCEDURE 171 7.4.4. ANALYSIS 172 7.4.5. RELIABILITY AND VALIDITY OF
MEASURES 173 7.4.6. METHODS OF ANALYSIS 177 8. EMPIRICAL FINDINGS 180
8.1. HYPOTHESIS TESTING 182 8.1.1. THE INFLUENCE OF EXPERIENTIAL
INFORMATION ON BRAND STRENGTH 182 8.1.2. THE INFLUENCE OF BRAND
EXPERIENCE ON BRAND ACCESSIBILITY 186 8.1.3. THE INFLUENCE OF
EXPERIENTIAL INFORMATION ON SHARE-OF-PURCHASE 187 8.1.4. THE INFLUENCE
OF SHARE-OF-PURCHASE ON BRAND STRENGTH 188 8.1.5. THE INFLUENCE OF
SHARE-OF-PURCHASE ON BRAND ACCESSIBILITY 189 8.1.6. THE INFLUENCE OF
BRAND ACCESSIBILITY ON BRAND STRENGTH 190 8.1.7. THE INFLUENCE OF
SPECIFIC COMPETITIVE SITUATIONS ON BRAND STRENGTH 191 8.1.8. THE
MODERATING EFFECT OF BRAND EXPERIENCE ON THE IMPACT OF COMPETITIVE
SITUATIONS ON BRAND STRENGTH 193 XI 8.2. TESTING THE CAUSAL MODEL OF
BRAND STRENGTH FORMATION 195 8.2.2. TESTING THE CAUSAL MODEL OF BRAND
STRENGTH FORMATION IN COMPETITIVE SITUATION 2 200 8.2.3. TESTING THE
CAUSAL MODEL OF BRAND STRENGTH FORMATION IN COMPETITIVE SITUATION 5 202
8.2.4. TESTING THE CAUSAL MODEL OF BRAND STRENGTH FORMATION IN
COMPETITIVE SITUATION 6 203 8.3. SUMMARY AND DISCUSSION OF FINDINGS 204
8.4. LIMITATIONS 209 9. CONCLUSIONS 211 9.1. CONTRIBUTION 211 9.2.
IMPLICATIONS FOR FURTHER RESEARCH AND BRAND MANAGEMENT 216 REFERENCES
221 APPENDIX 241 XN
|
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV017796324 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:21:56Z |
| institution | BVB |
| isbn | 3824479591 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-010686067 |
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| physical | XV, 309 S. graph. Darst. |
| publishDate | 2004 |
| publishDateSearch | 2004 |
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| publisher | Dt. Univ.-Verl. |
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| series2 | Gabler Edition Wissenschaft : Forschungsgruppe Konsum und Verhalten |
| spelling | Walser, Martin G. Verfasser aut Brand strength building and testing models based on experiential information Martin G. Walser. With a foreword by Hans Mühlbacher 1. Aufl. Wiesbaden Dt. Univ.-Verl. 2004 XV, 309 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Gabler Edition Wissenschaft : Forschungsgruppe Konsum und Verhalten Zugl.: Innsbruck, Univ., Diss., 2000 Markenwert (DE-588)4346474-9 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Markenpolitik (DE-588)4144679-3 s Markenwert (DE-588)4346474-9 s DE-604 SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010686067&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Walser, Martin G. Brand strength building and testing models based on experiential information Markenwert (DE-588)4346474-9 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4346474-9 (DE-588)4144679-3 (DE-588)4113937-9 |
| title | Brand strength building and testing models based on experiential information |
| title_auth | Brand strength building and testing models based on experiential information |
| title_exact_search | Brand strength building and testing models based on experiential information |
| title_full | Brand strength building and testing models based on experiential information Martin G. Walser. With a foreword by Hans Mühlbacher |
| title_fullStr | Brand strength building and testing models based on experiential information Martin G. Walser. With a foreword by Hans Mühlbacher |
| title_full_unstemmed | Brand strength building and testing models based on experiential information Martin G. Walser. With a foreword by Hans Mühlbacher |
| title_short | Brand strength |
| title_sort | brand strength building and testing models based on experiential information |
| title_sub | building and testing models based on experiential information |
| topic | Markenwert (DE-588)4346474-9 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Markenwert Markenpolitik Hochschulschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010686067&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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