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Markentransfers bei Dienstleistungen

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  • Henrik Sattler

Abstract

Dienstleistungsunternehmen verwenden üblicherweise Markentransferstrategien, also Strategien, die in erster Linie durch die Übertragung des Image eines im Markt etablierten Markennamens auf ein neues Produkt gekennzeichnet sind. In diesem Beitrag werden zunächst alternative Formen und Charakteristika von Markentransfers für Dienstleistungen dargestellt und Gründe für deren Dominanz im Dienstleistungsbereich diskutiert. Obwohl viele Punkte für die Verwendung von Markentransfers sprechen, ist deren Erfolg nicht garantiert. Deswegen werden im weiteren Testmöglichkeiten diskutiert, die eine Aussage über den zu erwartenden Erfolg von Markentransfers erlauben.

Suggested Citation

  • Henrik Sattler, 1998. "Markentransfers bei Dienstleistungen," Working Paper Series A 1998-05, Friedrich-Schiller-Universität Jena, Wirtschaftswissenschaftliche Fakultät.
  • Handle: RePEc:jen:jenabe:1998-05
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    References listed on IDEAS

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    1. Pradeep K. Chintagunta, 1993. "Investigating the Sensitivity of Equilibrium Profits to Advertising Dynamics and Competitive Effects," Management Science, INFORMS, vol. 39(9), pages 1146-1162, September.
    2. Schindler, Robert M. & Wiman, Alan R., 1989. "Effects of odd pricing on price recall," Journal of Business Research, Elsevier, vol. 19(3), pages 165-177, November.
    3. Wesley A. Magat & John M. McCann & Richard C. Morey, 1986. "When Does Lag Structure Really Matter in Optimizing Advertising Expenditures?," Management Science, INFORMS, vol. 32(2), pages 182-193, February.
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