| 书目名称 | Reputation Transfer to Enter New B-to-B Markets |
| 副标题 | Measuring and Modell |
| 编辑 | Christine Falkenreck |
| 视频video | |
| 概述 | Includes supplementary material: |
| 丛书名称 | Contributions to Management Science |
| 图书封面 |  |
| 描述 | An increasing number of products and services are not differentiated by inherent features, but by the vendors, particularly their reputation and marketing commu- cation. Consequently, a positive reputation provides competing vendors with a virtually inimitable competitive advantage. Contemporary research concerning antecedents and consequences of reputation in the domain of marketing is dominated by branding and line extension issues. Organizations’ communication efforts and the relation of reputation and the c- munication media are not fully understood; nor have they been challenged up to now. Moreover, customers’ perception of reputation is clearly embedded in their cultural context. However, contemporary marketing research restricts both conceptual and empirical considerations to Western-type cultures. Frequently, even the differences in Western-type cultures are neglected. Considering these shortcomings in contemporary marketing research, Dr. Christine Falkenreck investigates the opportunities and limits, and also the potential bene?ts and dangers of transferring a vendor’s positive reputation to product categories never produced or offered by the considered vendor. Embedding t |
| 出版日期 | Book 2010 |
| 关键词 | Brand Related Fit; Category Related Fit; Corporate Reputation; Cross Cultural Marketing; Customer Relati |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-7908-2357-8 |
| isbn_softcover | 978-3-7908-2811-5 |
| isbn_ebook | 978-3-7908-2357-8Series ISSN 1431-1941 Series E-ISSN 2197-716X |
| issn_series | 1431-1941 |
| copyright | Physica-Verlag Heidelberg 2010 |
发表于 2025-3-21 19:13:08
