Essays on the effects of partitioned pricing strategies and branding decisions on consumer behavior:
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| Format: | Abschlussarbeit Buch |
| Sprache: | English |
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2012
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| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Enth. Zs.aufsätze |
| Beschreibung: | V, 68 S. |
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Datensatz im Suchindex
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| adam_text | Titel: Essays on the effects of partitioned pricing strategies and branding decisions on consumer behavior
Autor: Rühle, Alexander
Jahr: 2012
CONTENTS
LIST OF TABLES.................................................................................................................III
LIST OF FIGURES...............................................................................................................IV
LIST OF ABBREVIATIONS.................................................................................................V
INTRODUCTION....................................................................................................................1
OVERVIEW.......................................................................................................................1
1. PROJECT: Literature Review: Partitioned Pricing.........................................................9
2. PROJECT: To Divide or Not to Divide? The Impact of Partitioned Pricing on the
Informational and Sacrifice Effects of Price.....................................................................11
3. PROJECT: Attitude-Based Versus Choice Behavior-Based Success of Brand
Extensions.........................................................................................................................14
PARTITIONED PRICING...................................................................................................22
1. Begriffund Relevanz von Partitioned Pricing...........................................................22
2. Verarbeitung von PP durch die Konsumenten...........................................................23
2.1 Wahrnehmung......................................................................................................25
2.2 Aufinerksamkeit...................................................................................................25
2.3 Einstellung...........................................................................................................26
3. Einflusse auf die Verarbeitung von PP-Informationen bei Konsumenten.................27
3.1 Merkmale der Preisgestaltung..............................................................................27
3.2 Konsumentenmerkmale......................................................................................32
3.3 Verkaufermerkmale.............................................................................................34
4. Fazit............................................................................................................................35
Literatur......................................................................................................................37
TO DIVIDE OR NOT TO DIVIDE? THE IMPACT OF PARTITIONED PRICING ON
THE INFORMATIONAL AND SACRIFICE EFFECTS OF PRICE.............................39
ABSTRACT......................................................................................................................40
1. Introduction...................................................................................................................40
2. Prior research on partitioned pricing.............................................................................42
3. Method..........................................................................................................................43
3.1 Study design and sample......................................................................................43
3.2 Measurement of price effects...............................................................................44
4. Results...........................................................................................................................45
4.1 Calculation of price effects..................................................................................45
4.2 Impact of pricing method on the informational and sacrifice effects of price.....47
5. Discussion.....................................................................................................................48
5.1 Summary..............................................................................................................48
5.2 Implications for marketing theory and practice...................................................49
5.3 Limitations and further research..........................................................................49
References.........................................................................................................................50
ATTITUDE-BASED VERSUS CHOICE BEHAVIOR-BASED SUCCESS OF BRAND
EXTENSIONS........................................................................................................................52
ABSTRACT......................................................................................................................53
1. Introduction...................................................................................................................53
2. Hypotheses....................................................................................................................56
2.1 Fit.........................................................................................................................57
2.2. Parent Brand Strength.........................................................................................57
2.3 Marketing Support...............................................................................................58
3. Research Design............................................................................................................59
4. Results...........................................................................................................................62
5. Discussion.....................................................................................................................65
References.........................................................................................................................66
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| author | Rühle, Alexander |
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| dewey-full | 658.8343 |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| indexdate | 2024-07-10T00:36:21Z |
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| spelling | Rühle, Alexander Verfasser (DE-588)1029358982 aut Essays on the effects of partitioned pricing strategies and branding decisions on consumer behavior vorgelegt von Alexander Rühle 2012 V, 68 S. txt rdacontent n rdamedia nc rdacarrier Enth. Zs.aufsätze Köln, Univ., Diss., 2012 Markenpolitik (DE-588)4144679-3 gnd rswk-swf Preispolitik (DE-588)4047118-4 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Preispolitik (DE-588)4047118-4 s Markenpolitik (DE-588)4144679-3 s Verbraucherverhalten (DE-588)4062644-1 s DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025942871&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Rühle, Alexander Essays on the effects of partitioned pricing strategies and branding decisions on consumer behavior Markenpolitik (DE-588)4144679-3 gnd Preispolitik (DE-588)4047118-4 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
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| title | Essays on the effects of partitioned pricing strategies and branding decisions on consumer behavior |
| title_auth | Essays on the effects of partitioned pricing strategies and branding decisions on consumer behavior |
| title_exact_search | Essays on the effects of partitioned pricing strategies and branding decisions on consumer behavior |
| title_full | Essays on the effects of partitioned pricing strategies and branding decisions on consumer behavior vorgelegt von Alexander Rühle |
| title_fullStr | Essays on the effects of partitioned pricing strategies and branding decisions on consumer behavior vorgelegt von Alexander Rühle |
| title_full_unstemmed | Essays on the effects of partitioned pricing strategies and branding decisions on consumer behavior vorgelegt von Alexander Rühle |
| title_short | Essays on the effects of partitioned pricing strategies and branding decisions on consumer behavior |
| title_sort | essays on the effects of partitioned pricing strategies and branding decisions on consumer behavior |
| topic | Markenpolitik (DE-588)4144679-3 gnd Preispolitik (DE-588)4047118-4 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Markenpolitik Preispolitik Verbraucherverhalten Hochschulschrift |
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