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It's all in the mix : how user-designed products and company-designed products can peacefully coexist
Schulz, Michael; Völckner, Franziska - In: International journal of innovation management 24 (2020) 7, pp. 2050067-1-2050067-36
Persistent link: https://www.econbiz.de/10012271601
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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
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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
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Neuprodukterfolg bei kurzlebigen Konsumgütern : eine empirische Analyse der Erfolgsfaktoren von Markentransfers
Völckner, Franziska - 2003 - 1. Aufl.
Persistent link: https://www.econbiz.de/10001825907
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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
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Markentransfer: der Stand der Forschung
Völckner, Franziska; Sattler, Henrik - In: Transfer, Werbeforschung & Praxis : Zeitschrift für … 52 (2007) 1, pp. 6-14
Persistent link: https://www.econbiz.de/10003442807
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Drivers of brand extension success
Völckner, Franziska; Sattler, Henrik - 2010
Persistent link: https://www.econbiz.de/10003924411
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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
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Wertschöpfung durch Handelsmarken
Becker, Jan-Michael; Schnittka, Oliver; Völckner, Franziska - In: Wertschöpfung im Handel, (pp. 84-101). 2014
Persistent link: https://www.econbiz.de/10010257719
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Markentransfererfolgsanalysen bei kurzlebigen Konsumgütern unter Berücksichtigung von Konsumentenheterogenität
Völckner, Franziska; Sattler, Henrik - In: Schmalenbachs Zeitschrift für betriebswirtschaftliche … 57 (2005) 8, pp. 669-688
Persistent link: https://www.econbiz.de/10003233412