Browsing Closed by Author "V??Lckner, Franziska"

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Browsing Closed by Author "V??Lckner, Franziska"

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  • Fischer, Marc; V??Lckner, Franziska; Sattler, Henrik (American Marketing Association, 2010)
    This article focuses on the measurement of the overall importance of brands for consumer decision making?that is, brand relevance in category, or BRiC?across multiple categories and countries. Although brand equity ...
  • Sattler, Henrik; V??Lckner, Franziska; Riediger, Claudia; Ringle, Christian (Elsevier Inc, 2010)
    Research into brand extensions has mainly focused on consumers? extension evaluations without considering an important financial implication: the ability of the extension product to charge a price premium. This study ...