Making brand management accountable: the influence of brand relevance, globalness and architecture on brand efficiency
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| Main Authors: | , , |
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| Format: | Book |
| Language: | English |
| Published: |
Mannheim
Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
2008
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| Series: | Scientific working paper / Institute for Market-Oriented Management, University of Mannheim
117 |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 46 Bl. graph. Darst. |
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| 245 | 1 | 0 | |a Making brand management accountable |b the influence of brand relevance, globalness and architecture on brand efficiency |c Institute for Market-Oriented Management, University of Mannheim. Hans H. Bauer ; Tobias Donnevert ; Maik Hammerschmidt |
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Record in the Search Index
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| adam_text | BAUER/DONNEVERT/HAMMERSCHMIDT
MAKING BRAND MANAGEMENT ACCOUNTABLE
TABLE OF CONTENTS
1 LINKING BRAND INVESTMENTS, CUSTOMER-BASED BRAND EQUITY
AND FINANCIAL PERFORMANCE 1
2 BRAND EFFICIENCY 4
2.1 BRAND CONCEPT 4
2.2 LITERATURE REVIEW ON DIMENSIONS OF BRAND EQUITY 5
2.3 BRAND EFFICIENCY CONCEPT 7
3 MODERATING VARIABLES INFLUENCING BRAND EFFICIENCY 12
3.1 CATEGORIZATION OF POTENTIAL MODERATORS 12
3.2 BRAND RELEVANCE 12
3.3 BRAND GLOBALNESS 16
3.4 BRAND ARCHITECTURE 17
4 RESEARCH SETTING AND METHODOLOGY 18
4.1 RESEARCH SETTING 18
4.2 MEASUREMENT OF BRAND RELEVANCE 19
4.3 MEASUREMENT OF BRAND EFFICIENCY , 20
5 DATA AND SAMPLE 22
5.1 DATA AND SAMPLE FOR THE BRAND RELEVANCE RANKING 22
5.2 DATA AND SAMPLE FOR THE MEASUREMENT OF BRAND EFFICIENCY 24
6 RESULTS 27
6.1 STUDY 1: TESTING THE INFLUENCE OF BRAND RELEVANCE ON BRAND
EFFICIENCY.. 27
6.2 STUDY 2: TESTING THE INFLUENCE OF BRAND GLOBALNESS ON BRAND
EFFICIENCY. 29
6.3 STUDY 3: TESTING THE INFLUENCE OF BRAND ARCHITECTURE ON BRAND
EFFICIENCY 31
6.4 ROBUSTNESS TEST 32
7 DISCUSSION .....34
|
| adam_txt |
BAUER/DONNEVERT/HAMMERSCHMIDT
MAKING BRAND MANAGEMENT ACCOUNTABLE
TABLE OF CONTENTS
1 LINKING BRAND INVESTMENTS, CUSTOMER-BASED BRAND EQUITY
AND FINANCIAL PERFORMANCE 1
2 BRAND EFFICIENCY 4
2.1 BRAND CONCEPT 4
2.2 LITERATURE REVIEW ON DIMENSIONS OF BRAND EQUITY 5
2.3 BRAND EFFICIENCY CONCEPT 7
3 MODERATING VARIABLES INFLUENCING BRAND EFFICIENCY 12
3.1 CATEGORIZATION OF POTENTIAL MODERATORS 12
3.2 BRAND RELEVANCE 12
3.3 BRAND GLOBALNESS 16
3.4 BRAND ARCHITECTURE 17
4 RESEARCH SETTING AND METHODOLOGY 18
4.1 RESEARCH SETTING 18
4.2 MEASUREMENT OF BRAND RELEVANCE 19
4.3 MEASUREMENT OF BRAND EFFICIENCY , 20
5 DATA AND SAMPLE 22
5.1 DATA AND SAMPLE FOR THE BRAND RELEVANCE RANKING 22
5.2 DATA AND SAMPLE FOR THE MEASUREMENT OF BRAND EFFICIENCY 24
6 RESULTS 27
6.1 STUDY 1: TESTING THE INFLUENCE OF BRAND RELEVANCE ON BRAND
EFFICIENCY. 27
6.2 STUDY 2: TESTING THE INFLUENCE OF BRAND GLOBALNESS ON BRAND
EFFICIENCY. 29
6.3 STUDY 3: TESTING THE INFLUENCE OF BRAND ARCHITECTURE ON BRAND
EFFICIENCY 31
6.4 ROBUSTNESS TEST 32
7 DISCUSSION .34 |
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| spelling | Bauer, Hans H. 1947- Verfasser (DE-588)123043999 aut Making brand management accountable the influence of brand relevance, globalness and architecture on brand efficiency Institute for Market-Oriented Management, University of Mannheim. Hans H. Bauer ; Tobias Donnevert ; Maik Hammerschmidt Mannheim Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim 2008 46 Bl. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Scientific working paper / Institute for Market-Oriented Management, University of Mannheim 117 Arbeitspapier / Working paper - 24 Markenpolitik / Markenartikel / Bilanzielle Bewertung Donnevert, Tobias Verfasser aut Hammerschmidt, Maik Verfasser (DE-588)12464080X aut Institute for Market-Oriented Management, University of Mannheim Scientific working paper 117 (DE-604)BV013936955 117 DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016676336&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bauer, Hans H. 1947- Donnevert, Tobias Hammerschmidt, Maik Making brand management accountable the influence of brand relevance, globalness and architecture on brand efficiency Arbeitspapier / Working paper - 24 Markenpolitik / Markenartikel / Bilanzielle Bewertung |
| title | Making brand management accountable the influence of brand relevance, globalness and architecture on brand efficiency |
| title_auth | Making brand management accountable the influence of brand relevance, globalness and architecture on brand efficiency |
| title_exact_search | Making brand management accountable the influence of brand relevance, globalness and architecture on brand efficiency |
| title_exact_search_txtP | Making brand management accountable the influence of brand relevance, globalness and architecture on brand efficiency |
| title_full | Making brand management accountable the influence of brand relevance, globalness and architecture on brand efficiency Institute for Market-Oriented Management, University of Mannheim. Hans H. Bauer ; Tobias Donnevert ; Maik Hammerschmidt |
| title_fullStr | Making brand management accountable the influence of brand relevance, globalness and architecture on brand efficiency Institute for Market-Oriented Management, University of Mannheim. Hans H. Bauer ; Tobias Donnevert ; Maik Hammerschmidt |
| title_full_unstemmed | Making brand management accountable the influence of brand relevance, globalness and architecture on brand efficiency Institute for Market-Oriented Management, University of Mannheim. Hans H. Bauer ; Tobias Donnevert ; Maik Hammerschmidt |
| title_short | Making brand management accountable |
| title_sort | making brand management accountable the influence of brand relevance globalness and architecture on brand efficiency |
| title_sub | the influence of brand relevance, globalness and architecture on brand efficiency |
| topic | Arbeitspapier / Working paper - 24 Markenpolitik / Markenartikel / Bilanzielle Bewertung |
| topic_facet | Arbeitspapier / Working paper - 24 Markenpolitik / Markenartikel / Bilanzielle Bewertung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016676336&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV013936955 |
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