Brand efficiency and brand relevance: introducing and linking both concepts

Hammerschmidt, Maik ; Donnevert, Tobias ; Bauer, Hans H.

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URN: urn:nbn:de:bsz:180-madoc-18825
Document Type: Conference or workshop publication
Year of publication: 2008
The title of a journal, publication series: AMA Winter and Summer Educators' Conference Proceedings
Volume: 20
Page range: 48-57
Conference title: AMA Winter Educators' Conference
Location of the conference venue: Austin, Tex.
Date of the conference: Dec. 2008
Place of publication: Chicago, Ill.
Publishing house: American Marketing Assoc.
ISSN: 1054-0806 , 0888-1839
Publication language: English
Institution: Business School > Sonstige - Fakultät für Betriebswirtschaftslehre
Subject: 330 Economics
Classification: JEL: M 31 ,
Subject headings (SWD): Markenwert
Individual keywords (German): Effizienz , Markenwert
Abstract: Brand managers are under increased pressure to illustrate the performance of their multimillion dollar expenditures. This paper provides three contributions in the context of brand management. First, we introduce the concept of brand efficiency as a measure for the performance of the brand management process. Second, we develop a measure for the industry-specific brand relevance (influence of branding on purchase decisions). Third, we link these concepts and examine if brand management efficiency in an industry is influenced by brand relevance.
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Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.

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