Beurteilung der Erfolgschancen von Markentransfers
AbstractBy 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.
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Bibliographic InfoPaper provided by Friedrich-Schiller-Universität Jena, Wirtschaftswissenschaftliche Fakultät in its series Working Paper Series A with number 1997-07.
Date of creation: 01 Oct 1997
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