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Markentransfererfolgsanalysen bei kurzlebigen Konsumgütern unter Berücksichtigung von Konsumentenheterogenität

Author

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  • Franziska Völckner

    (Universität Hamburg)

  • Henrik Sattler

    (Universität Hamburg)

Abstract

Zusammenfassung Der Beitrag analysiert erstmals, inwiefern Signifikanz und relative Wirkungsstärke der Erfolgsfaktoren von Markentransfers zwischen verschiedenen Konsumentensegmenten variieren. Untersucht werden nahezu sämtliche Erfolgsfaktoren, die sich in vorangegangenen empirischen Studien mindestens einmal als signifikant erwiesen haben. Die empirische Basis umfasst 66 real in den Markt eingeführte Transferprodukte aus einer Vielzahl von Produktkategorien kurzlebiger Konsumgüter. Es zeigt sich, dass die Schlussfolgerungen der bisherigen Forschung hinsichtlich Signifikanz und relativer Wirkungsstärke der Erfolgsfaktoren durch die Vernachlässigung von Konsumentenheterogenität mit erheblichen Verzerrungen behaftet sind.

Suggested Citation

  • Franziska Völckner & Henrik Sattler, 2005. "Markentransfererfolgsanalysen bei kurzlebigen Konsumgütern unter Berücksichtigung von Konsumentenheterogenität," Schmalenbach Journal of Business Research, Springer, vol. 57(8), pages 669-688, December.
    • Handle: RePEc:spr:sjobre:v:57:y:2005:i:8:d:10.1007_bf03371637
    DOI: 10.1007/BF03371637
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    References listed on IDEAS

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    Keywords

    M31;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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