Brand Effect Models

Question 1

Direkte Modelle

Answer 1

Model 1:
• Brand Equity => Brand Loyality

Model 2:
• Brand Image (bestehend aus Brand Strength, Brand Uniqueness und Brand Favorability) => Brand Loyality

Model 3:
• Erweiterung von Model 2 um den Vergleich zu Hauptkonkurrenten
• Focal Company: Brand Image => Brand Loyality
• Main Competitor: Brand Image => Brand Loyality

Model 4:
• Erweiterung von Model 2 um Vergleich zwischen Ländern
• Company in host country: Brand Image => Brand Loyality
• Company in home country: Brand Image => Brand Loyality

Model 5:
• Ruf des Unternehmens (Kundenorientierung, Guter Arbeitgeber, Finanzstärke, Produktqualität, Verantwortungsbewusstsein) => Brand Loyality

Question 2

Moderator Effekte

Answer 2

Model 1:
• Brand Equity => Brand Loyality
• Moderator: Risikoerwartung

Model 2:
• Brand Equity => Brand Loyality
• Moderator: Produktkategorie

Model 3:
• Brand Equity => Brand Loyality
• Moderator: Kultur (Hofstede)

Question 3

Mediator Effekte

Answer 3

Model 1:
Specific Corporate Associations => Corporate Image => Product Brand Loyality

Model 2:
Perceived Brand Globalness => Quality Value/Price Value => Brand Equity