Brand Strength: Building and Testing Models Based on Experiential Information - Brossura

Walser, Martin G.

Brossura

ISBN 10: 3824479591 ISBN 13: 9783824479597

Casa editrice: Deutscher Universitats-Verlag, 2004

Riassunto

Martin G. Walser breaks with the well established "advertising paradigm", which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information", i.e. the consumers' experience with the brand, as a main source of brand strength.

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Informazioni sull'autore

Dr. Martin G. Walser promovierte bei Prof. Dr. Hans Mühlbacher am Lehrstuhl für Marketing der Universität Innsbruck. Er ist Unternehmensberater bei der Fokus Management Consulting AG in St. Gallen.

Dalla quarta di copertina

As brands have developed an image as an integral, beneficial part of products and services, the evaluation of brands has become the subject of substantial research. Sparked by the strong interest in measuring the financial value of brands, numerous attempts to assess the value of a brand from a marketing perspective have been made recently.

Martin G. Walser generates a standardized scheme for describing and evaluating existing approaches to measure the strength of a brand. On this basis, the author contributes to the as yet limited scientific research into the formation of brand strength by breaking with the well established "advertising paradigm", which postulates that strong brands are above all the result of advertising. Instead, he focuses on "experiential information", i.e. the consumers' experience with the brand, as a main source of brand strength. An empirical study supports the author's conceptual model and invites both researchers and practitioners to take into consideration the consumers' experience more explicitly.

Das Werk wurde mit dem Nestlé-Preis für Wirtschaftswissenschaften 2001 und mit dem Preis der Wirtschaftskammer Tirol 2001 ausgezeichnet.

Dettagli dell'edizione

• Editore: Deutscher Universitats-Verlag
• Data di pubblicazione: 2004
• Lingua: Inglese
• ISBN 10: 3824479591
• ISBN 13: 9783824479597
• Rilegatura: Copertina flessibile
• Numero di pagine: 328
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