Markenlizenzwert: (English shop)

Charakterisierung und Ebenenbetrachtung unter besonderer empirischer Berücksichtigung von markenlizenzspezifischen Rückwirkungen

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Table of Contents, Datei (39 KB)
Preface, Datei (26 KB)
Extract, Datei (57 KB)

Brand licensing is widely applied in practice. Within brand research, however, comparatively few independent scholarly contributions have so far been devoted to it.

This study on brand licensing value and brand-licensing-specific effects closes existing research gaps and extends theoretical and empirical brand research by two new subject areas. For practitioners, the study presents a variety of design recommendations and ideas for developing their own approaches to considering brand licensing value and to taking brand-licensing-specific effects into account.

With regard to brand licensing value, the author shows at various levels of detail what is to be understood by brand licensing value, how it arises and which factors influence it. In addition, the possible applications of an examination of brand licensing value in research and practice are discussed.

With respect to the second thematic focus, the study clarifies what is to be understood by brand-licensing-specific effects. These effects are examined more closely in terms of their points of impact, direction, strength, causes and influencing factors. In an empirical investigation, the brand-licensing-specific effects are furthermore examined both in a general sense and on the basis of specific licensed brands and licensed products.

Abstract

Even though brand licensing arrangements are used more and more extensively brand licensing remains under-researched in marketing literature.
This book about the value and the effects of brand licensing extends both the theoretical and empirical research in the field of branding. For practice this contribution presents versatile ideas to design approaches to consider the brand licensing value and brand licensing specific effects.
The author defines the brand licensing value. He shows how this value emerges and by which influencing factors the brand licensing value is affected. Furthermore potential applications in research and practice are discussed.
Regarding the second focus the contribution defines brand licensing specific effects. The potential effect both on the licensed brand and the brand licensing product is shown. The direction, the strength, causes and influencing factors of these effects are considered. Furthermore this book illustrates the first empirical study on brand licensing specific effects.
Brand licensing
Brand licensing value
Brand licensing specific effects