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Der Wert von Markennamen in der Konsumgüter-Industrie: Eine Anwendung des hedonischen Preisansatzes auf die Surfboard-Industrie

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  • Gröhn, Andreas

Abstract

Markennamen spielen eine wichtige Rolle im Wirtschaftsleben. Doch wie hoch ist ihr Wert wirklich? Der hedonische Preisansatz ist geeignet, den Wert von Markennamen auf Produktebene zu bestimmen. Er wird in dieser Arbeit vorgestellt und auf die Surfboard-Industrie angewandt. Die Regressionsanalysen zeigen, daß die Berücksichtigung der verschiedenen Marken einen wesentlichen Beitrag zur Erklärung der Preisvariationen leistet. Eine Betrachtung über die Zeil beschreibt Schwankungen im Wert der einzelnen Marken. Eine Betrachtung verschiedener Board-Klassen erlaubt es, Unterschiede des Markenwertes zwischen verschiedenen Marktsegmenten zu beschreiben.

Suggested Citation

  • Gröhn, Andreas, 1996. "Der Wert von Markennamen in der Konsumgüter-Industrie: Eine Anwendung des hedonischen Preisansatzes auf die Surfboard-Industrie," Kiel Working Papers 768, Kiel Institute for the World Economy (IfW Kiel).
    • Handle: RePEc:zbw:ifwkwp:768
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    References listed on IDEAS

    as
    1. Klein, Benjamin & Leffler, Keith B, 1981. "The Role of Market Forces in Assuring Contractual Performance," Journal of Political Economy, University of Chicago Press, vol. 89(4), pages 615-641, August.
    2. Sattler, Henrik, 1994. "Der Wert von Marken (brand equity)," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 341, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.
    3. Rosen, Sherwin, 1974. "Hedonic Prices and Implicit Markets: Product Differentiation in Pure Competition," Journal of Political Economy, University of Chicago Press, vol. 82(1), pages 34-55, Jan.-Feb..
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    More about this item

    Keywords

    Hedonischer Preisansatz; Markennamen; Surfboard-Industrie;
    All these keywords.

    JEL classification:

    • C21 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Cross-Sectional Models; Spatial Models; Treatment Effect Models
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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