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Wirkung Von Private Label Brands Auf Retailer Brands: Möglichkeiten Zur Markenprofilierung Im Deutschen Lebensmitteleinzelhandel
Paperback
Series: Innovatives Markenmanagement
Investing & FinanceMarketingGraphic Design
ISBN13: 9783658182588
Publisher: Springer Gabler
Published: May 5 2017
Pages: 278
Weight: 0.81
Height: 0.64 Width: 5.83 Depth: 8.27
Language: German
Florian Horstmann baut ein Modell auf, das die Profilierungsfähigkeit von Private Label Brands für Retailer Brands untersucht. Durch die Analyse verschiedener Private Label Brand Typen und unterschiedlicher Formen der Markenarchitekturstrategie werden Differenzen der Wirkung von Private Label Brands auf Retailer Brands innerhalb einer breit angelegten empirischen Untersuchung berücksichtigt. Der Autor zeigt auf Basis der empirischen Ergebnisse, wie Private Label Brands zielgerichtet zur Profilierung von Retailer Brands eingesetzt werden können.
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