Allende-Platz 1
Hamburg, 20146
Germany
University of Hamburg
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celebrity endorsement, brand recall, brand management, advertising effectiveness
brand association networks, brand image measurement, brand concept maps, consumer mapping techniques
Management@TUHH, Brand extensions, success factors, formative measurement, hierarchical component model, PLS-SEM
Brand Concept Maps, Brand Image, Negative and Positive Sponsorship Information, Sponsorship
Branding, Brand Extension, New Product Success, Strategy
social values, political values, polling, utility based assessment
Brand community, Brand loyalty, Community loyalty, Perception of brand community character, Scale development
service brand extensions, success drivers, perceived service quality, partial least squares
