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Zielsetzungen der Markenstärkemessung -- Grundlagen der Markenbewertung in Konsumgütermärkten -- Konzeptualisierung und Operationalisierung der Markenstarke -- Empirische Ergebnisse der Markenstärkemessung -- Implikationen für das Markenmanagement -- Zusammenfassung und Ausblick.
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In 1939, the De Beers diamond company faced a dire situation. The company’s accumulation had been dwindling for decades. The Great Depression not only pushed diamond sales to historic lows, it shifted American attitudes around consumption and thriftiness to the detriment of the luxury object....
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This article analyzes private enforcement of tied-house, unfair competition, and false advertising laws in the beer …
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We consider a dynamic oligopoly on the beer market and study the differential effects of switching costs on product … costs across customer income segments and beer brands. Our supply estimation results show that the low-quality firm … the high-quality firm’s product than vice versa. The high-quality firm is better shielded from price competition, as its …
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