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| Chen, Youxing; Xu, Hui. |
| Based on the apprehension of the connotation of brand extension, we select five factors to evaluate the brand extension of agricultural products, including the consumers’ attitude towards original brand of agricultural products, relevance between original products and extensive products, association of agricultural brands, difficulties in making the extensive agricultural products, and cultural compatibility of original brand. We also establish the index system of influencing factors for brand extension of agricultural products, and adopt multi-level measure model to empirically analyze the brands A and B. Result shows that the comprehensive measure values of brands A and B are 77.35 and 78.25, respectively, indicating the extension effect evaluation of... |
| Tipo: Thesis or Dissertation |
Palavras-chave: Agricultural products; Brand extension; Fuzzy comprehensive evaluation method; China; Marketing; Research Methods/ Statistical Methods. |
| Ano: 2009 |
URL: http://purl.umn.edu/53808 |
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| Lueth, Maren; Spiller, Achim; Schramm, Matthias. |
| During the last years, low price products (e.g., private label) gain increasing market shares in the German meat market. Compared to other countries the share of branded meat from integrated production chains is very low and most fresh meat is sold unlabelled. This study analyzes the advantages of brands from an information economic perspective and emphasizes branding as an important quality assurance and signaling tool. As brand exte nsions offer the opportunity to introduce brands to new markets at much lower costs we examine the brand transfer from the poultry to the red meat market taking Wiesenhof, the German brand leader for chicken and poultry, as an example. We use conjoint and cluster analysis to calculate willingness to pay and market shares for... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Branding; Quality signal; Brand extension; Meat market; Marketing. |
| Ano: 2006 |
URL: http://purl.umn.edu/10065 |
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| Yu, Yun-bo; Yu, Lin. |
| Firstly, the paper establishes a brand-extension size model and adopts the marginal analysis to analyze the optimal solution of it. Secondly, research the brand-extension condition of G brand by questionnaire survey. There are 240 questionnaires handed out, with 211 withdrawing and 187 valid, by doing this to test the influencing degree of each factor in brand-extension size model; At the same time, use analytic hierarchy process to analyze the size of brand extension and principal component analysis to find out the main factors that influence brand extension of G brand. Finally, the paper makes an empirical analysis on brand extension size model based on ecological characteristics, the results show that the order of the total information reflected by each... |
| Tipo: Journal Article |
Palavras-chave: Model; Size; Demonstration; Brand extension; Ecological characteristics; China; Agribusiness. |
| Ano: 2009 |
URL: http://purl.umn.edu/93462 |
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