TY - JOUR

T1 - Nachfrageorientierte Bewertung von Marken

AU - Bekmeier-Feuerhahn, Sigrid

N1 - Literaturangaben

PY - 2000

Y1 - 2000

N2 - The measurement of brand equity is an often discussed and highly relevant topic in the research field of brand management. This article examines the concept of brand equity under a behavioristic point of view. All the information that is needed to calculate brand equity is collected among consumers. The prerequisites for this method are separated analysis of both brand recall and brand image. Furthermore it is necessary to differentiate between verbal and non-verbal modalities.

AB - The measurement of brand equity is an often discussed and highly relevant topic in the research field of brand management. This article examines the concept of brand equity under a behavioristic point of view. All the information that is needed to calculate brand equity is collected among consumers. The prerequisites for this method are separated analysis of both brand recall and brand image. Furthermore it is necessary to differentiate between verbal and non-verbal modalities.

KW - Betriebswirtschaftslehre

KW - Markenwert

KW - Nachfrageverhalten

KW - Marktkommunikation

M3 - Zeitschriftenaufsätze

VL - 17

SP - 54

EP - 58

JO - Thexis

JF - Thexis

SN - 0254-9697

IS - 2

ER -