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Ursachen und Wirkungen von Markenerosion
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References

  • 2014Strategie und Technik der Markenführung731 cited
  • 1995How Promotions Work655 cited
  • 2001The Category-Demand Effects of Price Promotions534 cited
  • 1992Promotion Has a Negative Effect on Brand Evaluations: Or Does It? Additional Disconfirming Evidence159 cited
  • 1991Measuring the Short-Term Effect of In-Store Promotion and Retail Advertising on Brand Sales: A Factorial Experiment149 cited
  • 2002Stellenwert und Gegenstand des Markenmanagement140 cited
  • 2005Herausforderungen und Aufgaben des Markenmanagements114 cited
  • 2006Brand Dilution: When Do New Brands Hurt Existing Brands?99 cited
  • 2006Determinants of Trademark Dilution56 cited
  • 1998Abnutzbarkeit und Nutzungsdauer von Marken Ein Beitrag zur steuerlichen Behandlung von Warenzeichen49 cited
  • 1992Promotion has a negative effect on brand evaluations-or does it ? : additional disconfirming evidence : special report38 cited
  • 1997Dominance and dilution: the effects of extending master brands36 cited
  • 2004Identifikation und Erklärung von Markenerosion21 cited
  • 2000The Short- and Long-Run Category Demand Effects of Price Promotions21 cited
  • 2000Die Wirkung von Preis- und Nicht-Preis-Promotions auf die Markenloyalität

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  • 2007Markenprofilierung und Markentransfer14 cited
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