Brand Strength [electronic resource] : Building and Testing Models Based on Experiential Information | Walser, Martin G
Brand Strength [electronic resource] : Building and Testing Models Based on Experiential Information
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Author: Walser, Martin G
Added by: sketch
Added Date: 2015-12-30
Publication Date: 2004
Language: eng
Subjects: Economics, Marketing, Economics, Marketing
Publishers: Wiesbaden : Deutscher Universitätsverlag
Collections: folkscanomy miscellaneous, folkscanomy, additional collections
ISBN Number: 9783322816290, 332281629X
Pages Count: 600
PPI Count: 600
PDF Count: 1
Total Size: 91.46 MB
PDF Size: 22.07 MB
Extensions: djvu, gif, pdf, gz, zip, torrent, log, mrc
Edition: Gabler edition Wissenschaft.
Downloads: 345
Views: 395
Total Files: 18
Media Type: texts
Description
Brand Strength: Building and Testing Models Based on Experiential Information
Author: Martin G. Walser
Published by Deutscher Universitätsverlag
ISBN: 978-3-8244-7959-7
DOI: 10.1007/978-3-322-81629-0
Table of Contents:
As brands have developed an image as an integral, beneficial part of products and services, the evaluation of brands has become the subject of substantial research. Sparked by the strong interest in measuring the financial value of brands, numerous attempts to assess the value of a brand from a marketing perspective have been made recently. Martin G. Walser generates a standardized scheme for describing and evaluating existing approaches to measure the strength of a brand. On this basis, the author contributes to the as yet limited scientific research into the formation of brand strength by breaking with the well established "advertising paradigm", which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information", i.e. the consumers' experience with the brand, as a main source of brand strength. An empirical study supports the author's conceptual model and invites both researchers and practitioners to take into consideration the consumers' experience more explicitly. Das Werk wurde mit dem Nestlé-Preis für Wirtschaftswissenschaften 2001 und mit dem Preis der Wirtschaftskammer Tirol 2001 ausgezeichnet
Author: Martin G. Walser
Published by Deutscher Universitätsverlag
ISBN: 978-3-8244-7959-7
DOI: 10.1007/978-3-322-81629-0
Table of Contents:
- Introduction
- Brands
- Brand evaluation
- Brand strength
- Measuring brand strength
- Brand strength formation
- Empirical design
- Empirical findings
- Conclusions
As brands have developed an image as an integral, beneficial part of products and services, the evaluation of brands has become the subject of substantial research. Sparked by the strong interest in measuring the financial value of brands, numerous attempts to assess the value of a brand from a marketing perspective have been made recently. Martin G. Walser generates a standardized scheme for describing and evaluating existing approaches to measure the strength of a brand. On this basis, the author contributes to the as yet limited scientific research into the formation of brand strength by breaking with the well established "advertising paradigm", which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information", i.e. the consumers' experience with the brand, as a main source of brand strength. An empirical study supports the author's conceptual model and invites both researchers and practitioners to take into consideration the consumers' experience more explicitly. Das Werk wurde mit dem Nestlé-Preis für Wirtschaftswissenschaften 2001 und mit dem Preis der Wirtschaftskammer Tirol 2001 ausgezeichnet