Erfolgsfaktorenforschung im markenbereich — konzept, entwicklung und kritische reflexion

摘要

Since the mid-nineties the field of brand management stronger resorts to the concept of success factors. Still, despite a rising number of studies in the field, many studies cannot truly stand up to a critical evaluation concerning the quality of the success factors, seletion of indicators, quality of relations, methodical quality as well as practical relevance. Besides a critical reflection of the previous studies, the evaluation pattern that has been developed here also supports future success factors in the field of brands and beyond it.