By Frank Habann,Frank Huber,Heinz-Werner Nienstedt,Julia Reinelt

Die Autoren analysieren die Erfolgsfaktoren der Markenerweiterung von Zeitungen. Sie zeigen, dass der Erfolg wesentlich von der Stärke der Muttermarke und dem Produktfit abhängt und dass Stammleser weniger offen gegenüber Markenerweiterungen sind.

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Erfolgsfaktoren von Markenerweiterungen in der Zeitungsbranche: Eine empirische Analyse (German Edition) by Frank Habann,Frank Huber,Heinz-Werner Nienstedt,Julia Reinelt


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