This paper provides a non-technical overview of the results of a population sample of German citizens in 2011. It provides utility based assessments of a wide range of social, economic and political issues both local and global utilizing a best-worst, maximum difference, approach to determining...

Although many brand managers favor the use of celebrities in advertisements, others worry that celebrities overshadow the brand and thus impair brand recall. Practitioners refer to this overshadowing as the vampire effect, defined as a decrease in brand recall for an advertising stimulus that...

Through sponsorships, companies primarily expect to establish, strengthen, or change their brand image. We analyze the effects of negative and positive sponsorship information on the favorability and structure of sponsors' brand images. We adopt a new, unconventional approach, the Brand Concept...

John, Loken, Kim, and Monga (2006) have introduced brand concept maps (BCM) as a powerful approach to measure brand image according to the structure of the underlying brand association networks and reveal the strength and uniqueness of brand associations. Interestingly, BCM as well as other...

Verschiedene Prognosen weisen darauf hin, daß das Markenwertkonzept zu den einflußreichsten Themen der nächsten zehn Jahre innerhalb des Marketings werden wird. Die hier präsentierte Studie untersucht, für welche Zwecke der Markenwert verwendet werden kann, auf welche inhaltlichen...

According to several forecasts brand equity will become the most influential marketing topic for the next ten years. This study investigates various purposes brand equity can be applied to. It assesses requirements for measuring brand equity and describes the contribution of the literature on...

Verschiedene Prognosen weisen darauf hin, daß das Markenwertkonzept zu den einflußreichsten Themen der nächsten zehn Jahre innerhalb des Marketings werden wird. Die hier präsentierte Studie untersucht, für welche Zwecke der Markenwert verwendet werden kann, auf welche inhaltlichen...

Verschiedene Prognosen weisen darauf hin, daß das Markenwertkonzept zu den einflußreichsten Themen der nächsten zehn Jahre innerhalb des Marketings werden wird. Die hier präsentierte Studie untersucht zunächst, für welche Zwecke der Markenwert verwendet werden kann und welche Anforderungen...

Consumers use price of a product both as a signal of product quality and as a monetary constraint in choosing it. Consequently, price has two distinct roles - informational and allocative - in the evaluation of a product. In this paper, we test the validity of a research approach proposed by...

Retailers have been criticized for heavily relying on odd prices although their advantage over even prices has not been convincingly proven. In this paper we argue that such behavior does not have to stem solely from tradition, but may be seen as a rational way of dealing with uncertainty. We...