Brand Strength: Building and Testing Models Based on Experiential Information

Brand Strength: Building and Testing Models Based on Experiential Information

by Martin Walser

Paperback(Softcover reprint of the original 1st ed. 2004)

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Product Details

ISBN-13: 9783824479597
Publisher: Deutscher Universitätsverlag
Publication date: 01/29/2004
Series: Forschungsgruppe Konsum und Verhalten
Edition description: Softcover reprint of the original 1st ed. 2004
Pages: 309
Product dimensions: 5.83(w) x 8.27(h) x 0.03(d)

About the Author

Dr. Martin G. Walser promovierte bei Prof. Dr. Hans Mühlbacher am Lehrstuhl für Marketing der Universität Innsbruck. Er ist Unternehmensberater bei der Fokus Management Consulting AG in St. Gallen.

Table of Contents

1. Introduction.- 1.1. Research problem and purpose.- 1.2. Research process and structure.- 2. Brands.- 2.1. The importance of brands.- 2.2. Historical evolution of brands.- 2.3. Functions of brands.- 2.3.1. Consumer-related brand functions.- 2.3.2. Distributor-related brand functions.- 2.3.3. Manufacturer-related brand functions.- 2.4. Defining “brand”.- 2.4.1. Etymological and semantic origins of the term brand.- 2.4.2. Meanings of “brand” in the international literature.- 2.4.3. Meanings of “brand” in the german literature.- 2.4.4. Establishing a brand definition for the use in this work.- 2.5. Objects of branding activities.- 3. Brand evaluation.- 3.1. Causes for the interest in brand evaluation.- 3.2. Brand evaluation: classification and areas of application.- 3.2.1. Purposes within a financial perspective on brand valuation.- 3.2.2. Purposes within a marketing perspective on brand evaluation.- 3.3. Discussion of terminology.- 4. Brand strength.- 4.1. Classification of existing definitions.- 5. Measuring brand strength.- 5.1. A consumer-behavior framework for brand strength measures.- 5.1.1. Cognition-based measures of brand strength.- 5.1.1.1. Brands as stored information.- 5.1.1.2. Brand associations.- 5.1.1.2.1. Description of the measure.- 5.1.1.2.2. Research techniques.- 5.1.1.2.3. Empirical results.- 5.1.1.3. Brand awareness.- 5.1.1.3.1. Description of measures and research techniques.- 5.1.1.3.2. Empirical results.- 5.1.2. Affect-based brand strength measures.- 5.1.2.1. Attitudinal brand strength measures.- 5.1.2.1.1. Description of measures and research techniques.- 5.1.2.1.2. Empirical results.- 5.1.2.2. Preference-based brand strength measures.- 5.1.2.2.1. Description of measures and research techniques.- 5.1.2.2.2. Empirical results.- 5.1.3. Intention-based brand strength measures.- 5.1.3.1. Description of measures and research techniques.- 5.1.3.2. Empirical results.- 5.1.4. Behavior-based brand strength measures.- 5.1.4.1. Description of measures and research techniques.- 5.1.4.2. Empirical results.- 5.2. Summary of brand strength measures.- 5.3. Current problems in measuring brand strength.- 5.4. Assessing the necessity for multiple-construct measurement approaches.- 5.5. Conclusions and recommendations for measuring brand strength.- 6. Brand strength formation.- 6.1. A process of brand strength formation.- 6.1.1. Basic considerations.- 6.1.2. Models of information acquisition/processing & consumer learning.- 6.1.3. Brand-specific evaluation of consumer learning models.- 6.2. A conceptual model of brand strength formation.- 6.3. Antecedents of brand strength.- 6.4. A situative approach to assess the impact of experiential information on brand strength formation.- 7. Empirical design.- 7.1. Approach and objectives of the study.- 7.2. Operational definition of variables.- 7.2.1. Operational definition of brand strength.- 7.2.2. Operational definition of experiential information/experience.- 7.3. Empirical model and research hypotheses.- 7.4. Research method.- 7.4.1. Structure of the sample.- 7.4.2. Survey instrument.- 7.4.3. Procedure.- 7.4.4. Analysis.- 7.4.5. Reliability and validity of measures.- 7.4.6. Methods of analysis.- 8. Empirical findings.- 8.1. Hypothesis testing.- 8.1.1. The influence of experiential information on brand strength.- 8.1.2. The influence of brand experience on brand accessibility.- 8.1.3. The influence of experiential information on share-of-purchase.- 8.1.4. The influence of share-of-purchase on brand strength.- 8.1.5. The influence of share-of-purchase on brand accessibility.- 8.1.6. The influence of brand accessibility on brand strength.- 8.1.7. The Influence of specific competitive situations on brand strength.- 8.1.8. The moderating effect of brand experience on the impact of competitive situations on brand strength.- 8.2. Testing the causal model of brand strength formation.- 8.2.2. Testing the causal model of brand strength formation in competitive situation 2.- 8.2.3. Testing the causal model of brand strength formation in competitive situation 5.- 8.2.4. Testing the causal model of brand strength formation in competitive situation 6.- 8.3. Summary and discussion of findings.- 8.4. Limitations.- 9. Conclusions.- 9.1. Contribution.- 9.2. Implications for further research and brand management.- References.

Preface

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