{"id":"https://openalex.org/W101657551","doi":"https://doi.org/10.1007/978-3-322-92976-1_9","title":"Mehrmarkenstrategien \u2014 Identit\u00e4tsorientierte F\u00fchrung von Markenportfolios","display_name":"Mehrmarkenstrategien \u2014 Identit\u00e4tsorientierte F\u00fchrung von Markenportfolios","publication_year":2002,"publication_date":"2002-01-01","ids":{"openalex":"https://openalex.org/W101657551","doi":"https://doi.org/10.1007/978-3-322-92976-1_9","mag":"101657551"},"language":"de","primary_location":{"id":"doi:10.1007/978-3-322-92976-1_9","doi":"https://doi.org/10.1007/978-3-322-92976-1_9","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-322-92976-1_9","pdf_url":null,"source":{"id":"https://openalex.org/S4306463308","display_name":"Gabler Verlag eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Markenmanagement","raw_type":"book-chapter"},"volume":{"id":"https://openalex.org/W4237820467","display_name":"Markenmanagement"},"type":"book-chapter","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5108378739","display_name":"Heribert Meffert","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Heribert Meffert","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5078496669","display_name":"Jesko Perrey","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Jesko Perrey","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":15.3784,"has_fulltext":false,"cited_by_count":16,"citation_normalized_percentile":{"value":0.98576779,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":94},"biblio":{"volume":null,"issue":null,"first_page":"201","last_page":"232"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.5806000232696533,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.5806000232696533,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.260699987411499,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.10080000013113022,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/multi-brand-strategy","display_name":"multi-brand strategy","score":0.7799999713897705},{"id":"https://openalex.org/keywords/brand-portfolio-management","display_name":"brand portfolio management","score":0.9580000042915344},{"id":"https://openalex.org/keywords/brand-identity","display_name":"brand identity","score":0.7979999780654907},{"id":"https://openalex.org/keywords/brand-extension","display_name":"brand extension","score":0.8830000162124634},{"id":"https://openalex.org/keywords/brand-dilution","display_name":"brand dilution","score":0.9190000295639038},{"id":"https://openalex.org/keywords/brand-equity","display_name":"brand equity","score":0.5709999799728394},{"id":"https://openalex.org/keywords/brand-management","display_name":"brand management","score":0.3709999918937683},{"id":"https://openalex.org/keywords/market-segmentation","display_name":"market segmentation","score":0.5550000071525574},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.4480000138282776}],"concepts":[{"id":"https://openalex.org/C29456083","wikidata":"https://www.wikidata.org/wiki/Q1221899","display_name":"Gynecology","level":1,"score":0.5917282700538635},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.516051709651947},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.35556113719940186},{"id":"https://openalex.org/C71924100","wikidata":"https://www.wikidata.org/wiki/Q11190","display_name":"Medicine","level":0,"score":0.09692123532295227}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1007/978-3-322-92976-1_9","doi":"https://doi.org/10.1007/978-3-322-92976-1_9","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-322-92976-1_9","pdf_url":null,"source":{"id":"https://openalex.org/S4306463308","display_name":"Gabler Verlag eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Markenmanagement","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":22,"referenced_works":["https://openalex.org/W12297334","https://openalex.org/W563109067","https://openalex.org/W1530487374","https://openalex.org/W1540903573","https://openalex.org/W1555998012","https://openalex.org/W2026289072","https://openalex.org/W2140359682","https://openalex.org/W2210335518","https://openalex.org/W2266639535","https://openalex.org/W2284303670","https://openalex.org/W2320672278","https://openalex.org/W2323569584","https://openalex.org/W2341994598","https://openalex.org/W2416043812","https://openalex.org/W2501120071","https://openalex.org/W2922620114","https://openalex.org/W3021910794","https://openalex.org/W3134165087","https://openalex.org/W4231468220","https://openalex.org/W4285719527","https://openalex.org/W6773501224","https://openalex.org/W6791193317"],"related_works":["https://openalex.org/W4230027224","https://openalex.org/W4247914814","https://openalex.org/W4243606405","https://openalex.org/W2495301519","https://openalex.org/W2499398890","https://openalex.org/W2483622799","https://openalex.org/W4234448349","https://openalex.org/W2234124444","https://openalex.org/W108118556","https://openalex.org/W2150690924"],"abstract_inverted_index":{"ZusammenfassungAngesichts":[0],"der":[1,15,34,57,67,75,83,94,158,185,188],"dynamischen":[2],"Umfeldver\u00e4nderungen":[3],"haben":[4],"sich":[5,108],"die":[6,9,25,29,55,72,114,181,193],"Bedingungen":[7],"f\u00fcr":[8,24],"erfolgreiche":[10],"F\u00fchrung":[11],"von":[12,27,79],"Markenartikeln":[13,28],"in":[14,124,134],"Vergangenheit":[16],"kontinuierlich":[17],"versch\u00e4rft.":[18],"Im":[19],"horizontalen":[20],"Wettbewerb":[21],"besteht":[22],"dabei":[23,109],"Anbieter":[26],"zentrale":[30],"Herausforderung,":[31],"einer":[32,144,155,175,183],"mit":[33],"fortschreitenden":[35],"Polarisierung":[36],"des":[37,48,167],"Konsumentenverhaltens":[38],"einhergehenden":[39],"Fragmentierung":[40],"bislang":[41],"homogener":[42],"Marktsegmente":[43,126],"durch":[44],"eine":[45,139],"bedarfsgerechte":[46],"Ausweitung":[47],"Angebotsspektrums":[49],"gerecht":[50],"zu":[51,120,143,154],"werden":[52],"und":[53,65,122,152,191],"gleichzeitig":[54],"Wirtschaftlichkeit":[56],"Marktbearbeitung":[58],"sicherzustellen.":[59],"In":[60],"diesem":[61,135],"Spannungsfeld":[62],"zwischen":[63,170],"Effektivit\u00e4t":[64],"Effizienz":[66],"Markenf\u00fchrung":[68],"steht":[69],"nicht":[70],"selten":[71],"Frage":[73],"nach":[74],"Trag-":[76],"bzw.":[77,199],"Ausweitungsf\u00e4higkeit":[78],"Marken":[80,119,151],"im":[81],"Mittelpunkt":[82],"Betrachtung":[84],"(Smith/Park":[85],"1992,":[86],"S.":[87,162],"296":[88],"f.;":[89],"Aaker":[90],"1998).":[91],"Mit":[92],"Hilfe":[93],"vielfach":[95,195],"praktizierten":[96],"Markenausdehnungen,":[97],"sog.":[98],"brand":[99],"extensions":[100],"(Aaker":[101,160],"1990;":[102],"Keller":[103],"1993;":[104],"Quelch":[105],"1994),":[106],"bietet":[107],"auf":[110],"vergleichsweise":[111],"einfache":[112],"Weise":[113],"M\u00f6glichkeit,":[115],"das":[116],"Leistungsspektrum":[117],"etablierter":[118],"erg\u00e4nzen":[121],"so":[123],"neue":[125],"vorzusto\u00dfen":[127],"(vgl.":[128],"auch":[129],"den":[130,171],"Beitrag":[131],"zur":[132,196],"Markenausdehnung":[133],"Band).":[136],"Oftmals":[137],"f\u00fchrt":[138],"derartige":[140],"Vorgehensweise":[141],"indes":[142],"Verw\u00e4sserung":[145],"urspr\u00fcnglich":[146],"klar":[147],"profilierter,":[148],"weil":[149],"fokussierter":[150],"damit":[153],"wachsenden":[156],"Verwirrung":[157],"Nachfrager":[159],"1998,":[161],"44":[163],"f.).":[164],"Die":[165],"Unterschreitung":[166],"notwendigen":[168],"Homogenit\u00e4tsgrades":[169],"unter":[172],"dem":[173],"Dach":[174],"Marke":[176,194],"angebotenen":[177],"Leistungen":[178],"ruft":[179],"somit":[180],"Gefahr":[182],"Aufweichung":[184],"wesentlichen":[186],"Inhalte":[187],"Markenidentit\u00e4t":[189],"hervor":[190],"l\u00e4sst":[192],"reinen":[197],"Ursprungsbezeichnung":[198],"Absenderadresse":[200],"degenerieren.":[201]},"counts_by_year":[{"year":2024,"cited_by_count":1},{"year":2023,"cited_by_count":1},{"year":2019,"cited_by_count":1},{"year":2018,"cited_by_count":1},{"year":2016,"cited_by_count":1},{"year":2014,"cited_by_count":1},{"year":2013,"cited_by_count":1}],"updated_date":"2026-10-10T09:11:00.788812","created_date":"2016-06-24T00:00:00"}
