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Welcome to mwiki.de the wiki complementary to the course
"Brand Management & Integrated Communication".



JOURNAL ARTICLES

 

Summer Term 2012:

(files are passwort-protected - password is: brand2012)


2nd Paper Group 3: Consumer Reactions to Brand Extensions in a Competitive Context

2nd Paper Group 4: Consumer Reactions to Brand Extensions in a Competitive Context

3rd Paper Group 5: An Examination of the Effects of Perceived Difficulty of Manufacturing the EP on BE Attitudes

3rd Paper Group 6: An Examination of the Effects of Perceived Difficulty of Manufacturing the EP on BE Attitudes

4th Paper Group 7: Attitude-Based Versus Choice-Behavior-Based Success of Brand Extensions

4th Paper Group 8: Attitude-Based Versus Choice-Behavior-Based Success of Brand Extensions


Summer Term 2011:

1st Paper Group 1 & 2: How Important Are Brands? A Cross-Category, Cross-Country Study

2nd Paper Group 3 & 4: Brand-Extension Price Premiums - The Effects of Perceived Fit and Extension Product Category Risk

3rd Paper Group 5 & 6: The Effect of Employee Behavior on Brand Personality Impressions and Brand Attitudes

4th Paper Group 7 & 8: A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility


Summer Term 2010:

1st Paper Group9: Consumer Response to Negative Publicity: The Moderating Role of Commitment

1st Paper Group10: Consumer Response to Negative Publicity: The Moderating Role of Commitment

2nd Paper Group11: Guidelines for Selecting or Modifying Logos

2nd Paper Group12: Guidelines for Selecting or Modifying Logos

3rd Paper Group5: The Role of Parent Brand Quality for Service Brand Extension Success

3rd Paper Group6: The Role of Parent Brand Quality for Service Brand Extension Success

4th Paper Group7: Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures

4th Paper Group8: Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures

5th Paper Group1: Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

5th Paper Group2: Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

6th Paper Group4: A Communication-Based Marketing Model for Managing Relationships


Summer Term 2009:

1st Paper: When Good Brands Do Bad

2nd Paper: Brand Community

3rd Paper: A Model of How Discounting High-Priced Brands Affects the Sales of Low-Priced Brands

4th Paper: Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs

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