Beurteilung der Erfolgschancen von Markentransfers

Abstract

By the means of an empirical survey this study shows that the evaluation of the success of brand extensions apparently contains a high degree of uncertainty. In order to reduce this uncertainty a method is developed which helps to find out whether a planned brand extension will prove successful or not. This method consists of three successive modules which support a systematic collection of a number of data. The data are particularly suited to faciliate the highly relevant decision for or against a brand extension. Even though some problems still remain the method described allows a decision-making process which by far exceeds the possibilities of currently used subjective management evaluations.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 14 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.