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Der Markenwert von Banken — Messung komplexer Sachverhalte mit modernen Verfahren

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  • Georg Wübker
  • Jens Baumgarten

Abstract

Summary Every company, especially those with strong brands, is confronted with the question of how the value of its brand can be measured correctly and — even more importantly — how it can be translated into a price premium in the market. This article presents an innovative technique for quantifying the brand value in banking from the perspective of the customer. By using an individualised conjoint measurement approach, the complex constructs of “brand” and its resulting “value” for different customers can be measured according to the customer and segment. Based on this quantification, segment-specific brand value drivers can be identified and transformed into sales guidelines and other sales tools that fully exploit the customers’ increased willingness to pay.

Suggested Citation

  • Georg Wübker & Jens Baumgarten, 2004. "Der Markenwert von Banken — Messung komplexer Sachverhalte mit modernen Verfahren," Schmalenbach Journal of Business Research, Springer, vol. 56(6), pages 577-592, September.
    • Handle: RePEc:spr:sjobre:v:56:y:2004:i:6:d:10.1007_bf03372750
    DOI: 10.1007/BF03372750
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    References listed on IDEAS

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    1. Green, Paul E & Srinivasan, V, 1978. "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(2), pages 103-123, Se.
    2. Charlotte H. Mason, 1990. "New Product Entries and Product Class Demand," Marketing Science, INFORMS, vol. 9(1), pages 58-73.
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    More about this item

    Keywords

    M10; C42; G21;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • C42 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Survey Methods
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages

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