Entrepreneurial branding : measuring consumer preferences through choice-based conjoint analysis
Year of publication: |
June 2016
|
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Authors: | Eggers, Fabian ; Eggers, Felix ; Kraus, Sascha |
Published in: |
International entrepreneurship and management journal. - New York, NY [u.a.] : Springer, ISSN 1554-7191, ZDB-ID 2239363-8. - Vol. 12.2016, 2, p. 427-444
|
Subject: | Entrepreneurial branding | Signaling | Conjoint analysis | Start-ups | Tablet computers | Conjoint-Analyse | Unternehmensgründung | Business start-up | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Entrepreneurship | Entrepreneurship approach | Markenartikel | Brand | Präferenztheorie | Theory of preferences |
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