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Attitude-based versus choice-behavior-based success of brand extensions

Rühle, Alexander; Völckner, Franziska; Sattler, Henrik; … - In: Schmalenbach business review : sbr 64 (2012) 2, pp. 125-140

Persistent link: https://www.econbiz.de/10009531970

Attitude-Based Versus Choice-Behavior-Based Success of Brand Extensions

Rühle, Alexander - 2012

This study compares the effects of brand extension success drivers across attitude-based and choice-behavior-based measures of extension success within the FMCG sector. Previous research considers different success measures in separate studies, focusing mainly on attitude-based measures. We...

Persistent link: https://www.econbiz.de/10013107765

Beurteilung der Erfolgschancen von Markentransfers

Sattler, Henrik - In: Journal of business economics : JBE 68 (1998) 5, pp. 475-493

Persistent link: https://www.econbiz.de/10001241385

Bestimmungsfaktoren des Markentransfererfolges : eine Replikation der Studie von Zatloukal (2002)

Sattler, Henrik; Völckner, Franziska - In: Journal of business economics : JBE 73 (2003) 10, pp. 1077-1102

Persistent link: https://www.econbiz.de/10001813931

Erfolgsfaktoren von Markentransfers : eine empirische Analyse für kurzlebige Konsumgüter

Sattler, Henrik; Völckner, Franziska; Zatloukal, Grit - In: Marketing : ZFP ; journal of research and management 25 (2003) 3, pp. 147-168

Persistent link: https://www.econbiz.de/10001779655

Drivers of brand extension success

Völckner, Franziska; Sattler, Henrik - 2010

Persistent link: https://www.econbiz.de/10003924411

Turning good ideas into bad news : the effect of negative and positive sponsorship information on sponsors' brand image

Schnittka, Oliver; Sattler, Henrik; Farsky, Mario - In: Schmalenbach business review : sbr 65 (2013) 3, pp. 227-247

Persistent link: https://www.econbiz.de/10009767231

Does chain labeling make private labels more successful?

Schnittka, Oliver; Becker, Jan-Michael; Gedenk, Karen; … - In: Schmalenbach business review : sbr 67 (2015) 1, pp. 92-113

Persistent link: https://www.econbiz.de/10010471720

Do we really know how to manage brand extension success?

Ringle, Christian M.; Völckner, Franziska; Sattler, Henrik - 2012

Persistent link: https://www.econbiz.de/10009732528

Markentransfer: der Stand der Forschung

Sattler, Henrik; Völckner, Franziska - In: Werbe- und Markenforschung : Meilensteine - State of …, (pp. 51-75). 2006

Persistent link: https://www.econbiz.de/10003415512