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...

Several empirical studies have shown that apparently competing companies cooperate extensively through an informal exchange of valuable information. Since international interfirm relations have become elementary in many markets, the informal information exchange across national borders gains...

Eliminating unacceptable attribute levels when measuring consumer preferences represents an important problem, both academically and managerially, since including unacceptable attribute levels in preference measurement may cause distorted parameter estimates and result in inaccurate estimation...

In this paper we compare the validity of a new type of adaptive hybrid conjoint analysis called Customized Computerized Conjoint Analysis (CCC) withe the traditional Adaptive Conjoint Analysis (ACA) and two self-explicated models. CCC combines self-explicated preference structure measurement...

In diesem Beitrag wird ein Indikatorenmodell vorgestellt, das eine langfristige Markenbewertung erlaubt. Zur Schätzung von Parametern des Modells wurde eine empirische Untersuchung in Form einer Expertenbefragung zur langfristigen Markenwertprognose durchgeführt. Auf Basis explorativer...

Based on conjoint experiments that were performed with 882 respondents from 7 different nations this article examines how the brand name and other elements of product-preannouncements influence their credibility as perceived by potential customers. The results show that the brand name has a...

In diesem Beitrag konnte gezeigt werden, daß dem Entscheidungsproblem der Auswahl geeigneter Markenstrategien für neue Produkte eine besondere Bedeutung zukommt. Zur Lösung dieses Entscheidungsproblems wurden zunächst wichtige Markenstrategiealternativen identifiziert und hinsichtlich ihrer...

Several empirical studies have shown that apparently competing companies cooperate extensively through an informal exchange of valuable information. So far, however, the question of whether information trading patterns are stable across cultures has remained widely unexplored. This research...