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Research papers

Managing corporate brands successfully

While Corporate Reputation Management has grown in importance, it is generally agreed there are no adequate instruments to measure the strength of the corporate brand. This presentation introduces a perception-oriented measurement approach and...

Catalogue: Congress 2005: Making A Difference
Authors: Oliver Hupp, Siegfried Högl
Company: GfK
September 21, 2005
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Citation

Hupp and Högl (2005a, September 21). Managing corporate brands successfully. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/managing-corporate-brands-successfully-6747


Research papers

Evaluation of the financial value of brands

This paper points out the problems of currently existing approaches for the evaluation of the financial value of brands. On the basis of these findings a new brand evaluation approach is introduced. By the consideration of all relevant facets of a...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Henrik Sattler, Siegfried Högl
Company: GfK
September 22, 2002
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Citation

Sattler and Högl (2002a, September 22). Evaluation of the financial value of brands. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/evaluation-of-the-financial-value-of-brands


Research papers

A new star is born

The Mercedes A-Class case study offers insight into the strategic considerations of the Mercedes car maker as well as the marketing research methods used. Among other things the survey of the research methods looks into project car clinics the...

Catalogue: International Automotive Marketing Conference 1998
Authors: Siegfried Högl, Karsten J. Hennig
Company: GfK
June 15, 1998
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Citation

Högl and Hennig (1998a, June 15). A new star is born. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-new-star-is-born


Research papers

The effects of simulated price change on consumers in a retail environment (German)

The following paper deals with the psychological price research and shows a strategy to increase the effectiveness of price creation under consideration of psychological rules. By varying the price of a certain trial product the effects on behavior...

Catalogue: ESOMAR Congress 1988
Author: Siegfried Högl
Company: GfK
September 1, 1988
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Citation

Högl, S. (1988a, September 01). The effects of simulated price change on consumers in a retail environment (German). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-effects-of-simulated-price-change-on-consumers-in-a-retail-environment-german-


Research papers

The effects of simulated price change on consumers in a retail environment

The following paper deals with the psychological price research and shows a strategy to increase the effectiveness of price creation under consideration of psychological rules. By varying the price of a certain trial product the effects on behavior...

Catalogue: ESOMAR Congress 1988
Author: Siegfried Högl
Company: GfK
September 1, 1988
×

Citation

Högl, S. (1988a, September 01). The effects of simulated price change on consumers in a retail environment. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-effects-of-simulated-price-change-on-consumers-in-a-retail-environment