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Forschungsgruppe Konsum und Verhalten

Brand Strength

Building and Testing Models Based on Experiential Information

Authors: Walser, Martin

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  • ISBN 978-3-322-81629-0
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About this book

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.

About the authors

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.

Table of contents (9 chapters)

Table of contents (9 chapters)

Buy this book

eBook $84.99
price for USA in USD
  • ISBN 978-3-322-81629-0
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $109.99
price for USA in USD
  • ISBN 978-3-8244-7959-7
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
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Bibliographic Information

Bibliographic Information
Book Title
Brand Strength
Book Subtitle
Building and Testing Models Based on Experiential Information
Authors
Series Title
Forschungsgruppe Konsum und Verhalten
Copyright
2004
Publisher
Deutscher Universitätsverlag
Copyright Holder
Deutscher Universitäts-Verlag/GWV Fachverlage GmbH, Wiesbaden
eBook ISBN
978-3-322-81629-0
DOI
10.1007/978-3-322-81629-0
Softcover ISBN
978-3-8244-7959-7
Series ISSN
2628-2038
Edition Number
1
Number of Pages
XV, 309
Number of Illustrations
4 b/w illustrations
Topics