school) in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and … Mexicans, if the brand image of Apple iPod is perceived in the same way in Germany and in Mexico and what influencing factors … brand image attributes are significantly different between Germany and Mexico), with Mexico showing higher levels of …

commercial survey company in Germany). The survey was conducted in order to provide a post-hoc test of the stimulus material … Germany. In contrast to previous studies, we asked respondents to rate in how far a range of bipolar adjectives that belong to … Communion is the primary dimension when it comes to stereotypes about immigrant groups in Germany. Ascribed Capacity, Beliefs …

To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the … concept of customer-based brand equity. More precisely, a structure equation model is specified and differences in latent … factor means are estimated taking into account perceived quality, various brand associations, loyalty and overall brand …

the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the … markets and that even unprofitable products may be used to stabilize the umbrella brand. However, umbrella branding does not …

eine Befragung von Unternehmensberatern im Rahmen eines am Wissenschaftszentrum Berlin für Sozialforschung (WZB …