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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

Monetäre Bewertung von Markenstrategien für neue Produkte

Sattler, Henrik - 1997

Persistent link: https://www.econbiz.de/10004315123

Der Wert von Marken (brand equity)

Sattler, Henrik - 1994

Persistent link: https://www.econbiz.de/10004245046

Sattler, Henrik - 2001

Persistent link: https://www.econbiz.de/10004610346

Methods for measuring consumers' willingness to pay

Sattler, Henrik - 2002

Persistent link: https://www.econbiz.de/10004719799

Appropriability of product innovations : an empirical analysis for Germany

Sattler, Henrik - 2002

Persistent link: https://www.econbiz.de/10004404148

Herkunfts- und Gütezeichen im Kaufentscheidungsprozeß : die Conjoint-Analyse als Instrument der Bedeutungsmessung

Sattler, Henrik - 1991

Persistent link: https://www.econbiz.de/10004102845

Eine Simulationsanalyse zur Beurteilung von Markeninvestitionen

Sattler, Henrik - In: OR-Spektrum : quantitative approaches in management 22 (2000) 1, pp. 173-196

Persistent link: https://www.econbiz.de/10001535824

Sattler, Henrik - 2001

Persistent link: https://www.econbiz.de/10001456140

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