Persönlichkeitsorientiertes Management von Automobilmarken

Petzold, Matthias

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URL:	https://madoc.bib.uni-mannheim.de/1413
URN:	urn:nbn:de:bsz:180-madoc-14130
Document Type:	Doctoral dissertation
Year of publication:	2006
The title of a journal, publication series:	None
Place of publication:	Mannheim
University:	Universität Mannheim
Evaluator:	Bauer, Hans H.
Date of oral examination:	19 July 2006
Publication language:	German
Institution:	Business School > ABWL u. Marketing II (Bauer 1993-, Em)
Subject:	330 Economics
Subject headings (SWD):	Markenimage , Markentransfer , Imagetransfer
Individual keywords (German):	Markenpersönlichkeit
Keywords (English):	brand image , brand personality , brand extension
Abstract:	Empirische Generierung und Validierung eines Modells zur Messung der Persönlichkeit von Automobilmarken, anhand dessen anschliessend experimentell überprüft wird, inwiefern die Persönlichkeit von Automobilmarken durch das Instrument des Markentransfers gezielt gesteuert werden kann.
Translation of the title:	Personality based management of automobile brands (English)
Translation of the abstract:	Empirical generation and validation of a model to measure brand personality of automobile brands as basis for the conduction of experiments to find out the impact of brand extensions on brand personality of automobile brands. (English)
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