Based on conjoint experiments that were performed with 882 respondents from 7 different nations this article examines how the brand name and other elements of product-preannouncements influence their credibility as perceived by potential customers. The results show that the brand name has a...

Das Problem der Markenbewertung ist in der Literatur bisher fast vollständig im Hinblick auf Herstellermarken diskutiert worden. Ziel des vorliegenden Beitrags ist es, anhand eines Beispiels aus dem Körperpflegebereich die Vorgehensweise bei der Wertmessung von Handelsmarken mit Hilfe der...

Several empirical studies have shown that apparently competing companies cooperate extensively through an informal exchange of valuable information. Since international inter-firm relations have become elementary in many markets, the informal information exchange across national borders gains...

By the means of an empirical survey this study shows that the evaluation of the success of brand extensions apparently contains a high degree of uncertainty. In order to reduce this uncertainty a method is developed which helps to find out whether a planned brand extension will prove successful...