Studies
Brand Valuation in Second-hand Markets (2009)
A comparison of monetary brand values for new and used products
Summary
Brands are a key company asset, yet current approaches to brand valuation focus solely on new products as the source of brand value. This study measures the value of selected brands in second-hand markets and thus reveals the decay rate of brand value. In general, the relative brand value remains constant, and brands can establish a price premium for used products as well. Some brands, however, exhibit significantly lower brand values in second-hand markets, which could affect their overall brand value negatively in the long run.
Green Tech (2009)
A prediction of the diffusion of hybrid- and electric vehicles
View Study |
Summary
The automotive industry is undergoing a paradigm shift: Almost every manufacturer has introduced at least one concept car with alternative drivetrain technology. Our study examines their acceptance and predicts the diffusion of hybrid, range-extended electric, and electric vehicles in comparison with internal combustion engine cars. We also vary the miles-per-charge and prices in different scenarios to detect critical attributes. The study demonstrates that alternative technologies likely will prevail within the next 10 years. So each manufacturer needs to decide how to position its brand within the "green" image dimension—and quickly.
City Images: How Much Is a Forest? (2009)
A monetarization of the images of the 15 largest German cities
View Study |
Summary
Which are the most attractive German cities, according to talented citizens? Which cities compete? What kinds of salaries are demanded in the various cities? For which soft location factors (e.g., culture, green areas) are talented people willing to sacrifice salary? These questions are answered in our empirical study (n = 1006), which uses an innovative marketing research method. The results outline the competitive structures of the 15 largest German cities and identify several strengths and weaknesses for city marketing.
Predicting Election Results by Party Images (2009)
The influence of the party image at the Bundestag elections
Results are published in German
International Journal Articles (Selection)
Eggers, F. and H. Sattler (2009): Hybrid Individualized Two-Level Choice-Based Conjoint (HIT-CBC): A New Method for Measuring Preference Structures When There Are Many Attribute Levels, in: International Journal of Research in Marketing, Vol. 26, Issue 2, June 2009
Visit Publisher Website |
Summary
We present a new and innovative conjoint research method that offers numerous advantages compared with established conjoint methods. In particular, HIT-CBC can adjust the conjoint design by price levels that reflect individual willingness-to-pay ranges, enhance the statistical estimation through transformation, and avoid the number-of-levels effect, which is a persistent bias in pricing studies.
Eggers, F. (2008): Adaptive Design Techniques for Complex Choice-Based Conjoint Experiments–Demonstrating the Need to Consider Dynamic Effects, in: Marketing–Journal of Research and Management, Issue 2.
Visit Publisher Website |
Summary
If a respondent considers a conjoint choice set that contains dominating alternatives, the choice is trivial and provides no information. As is well-known in marketing research, alternatives in a choice set should be utility balanced to generate useful information and make the design efficient. Some adaptive methods try to anticipate utility balance dynamically, but in this article, we demonstrate the weaknesses of the approach and offer some suggestions for application.
Hennig-Thurau, Th., V. Henning, H. Sattler, F. Eggers and M. Houston (2007): The Last Picture Show? Timing and Order of Movie Distribution Channels, in: Journal of Marketing, October 2007.
Visit Publisher Website |
Summary
Movies and other media goods traditionally are distributed across distinct sequential channels (e.g., theaters, home video, video on demand). Yet the optimality of the currently employed timing and order of channel openings may be less than ideal. We present a conjoint-based simulation model that examines different distribution models. For three countries (United States, Japan, Germany), an optimized timing and pricing approach would increase revenues for the studios by up to 16%.
German Journal Articles (Selection)
Eggers, F., M. Farsky und S. Zenker (2009): Der Preis einer Stadt, in: Planung & Analyse, Heft 1.
Visit Publisher Website |
Summary
City marketing faces ongoing and new challenges. Cities hope to attract talented residents, who encourage companies to locate nearby. Thus, it is very important to recognize which drivers cause talented people to choose a city and benchmark any particular city against its competitors. We present a method that accepts this challenge and provides comprehensive information.
Farsky, M. und F. Völckner (2008): Entwicklung und empirische Anwendung eines neuen Instrumentes zur Imagemessung am Beispiel von Universitäten, in: Die Betriebswirtschaft (DBW – Heft 6/08), S. 706-728.
Visit Publisher Website |
Summary
This article presents a new, multilevel instrument for measuring brand images and an exemplary application. Network analysis, an unfortunately infrequently used technique within marketing, constitutes a major element in this comprehensive brand image measurement tool.
Farsky, M., H. Sattler und A. Aholt (2008): Wer konkurriert mit wem worin?, in: Absatzwirtschaft (03/2008), S. 56.
Visit Publisher Website |
Summary
In this publication, we present a simple and very efficient new method, based on an Internet-based questionnaire that gathers individuals’ perceptions. The core contribution involves the selection of considered brands and relevant attributes. According to these choices, firms can visually inspect their close competitors and differentiation criteria.
Farsky, M., H. Sattler und A. Aholt (2007): Markenwert und Imagemessung, in: Absatzwirtschaft (Science Factory 04/2007), S. 11-14.
Visit Publisher Website |
Summary
Adaptive designs for image studies offer numerous advantages, including avoiding the disadvantages of classical methods. An individualized approach offers new ways to collect competitive information. This information provides a good basis for detailed image studies that measure brand performance on the basis of central image dimensions.
Farsky, M. (2007): Methoden zur Messung des Markenimages: State of the Art, in: Research Papers on Marketing and Retailing (38), S. 1-48.
Visit Publisher Website |
Summary
This state-of-the-art overview of scientific methods for measuring brand image and their applicability for managerial challenges classifies the methods and summarizes their strengths and weaknesses.
Farsky, M. und H. Sattler (2007): Markenbewertung, in: Albers, S. und A. Herrmann (Hrsg.), Handbuch Produktmanagement - Strategieentwicklung, Produktplanung, Organisation, Kontrolle, 3. Auflage, Wiesbaden, S. 221-250.
Visit Publisher Website |
Summary
We provide an overview of current advances in brand valuation and highlight some future research topics. In particular, we define related terms and requirements for brand valuation. Beyond our classification of typical valuation purposes, we suggest some means to solve brand valuation problems.
Farsky, M. und H. Sattler (2007): Wie werden Images gemessen?, in: transfer - Werbeforschung und Praxis (02/2007 - Praxisteil), S. 52-55.
Visit Publisher Website |
Summary
Many companies allocate multimillion-dollar budgets to campaigns designed to establish brand images. But how do they measure their effectiveness? How do they measure brand image? We describe the results of a broad expert study that indicates which methods brand image research companies currently use for which purposes.
Farsky, M. und F. Eggers (2007): Golden - i -: Konzeption und empirische Validitätsüberprüfung eines neuen Instrumentes zur Messung von Markenimages, in: Marketing - Zeitschrift für Forschung und Praxis, 29. Jg. (Heft 2).
Visit Publisher Website |
Summary
Brand image is one of the most important concepts in brand management. To measure brand image, various methods are available, including multidimensional scaling and rating scales. Yet we question the managerial usefulness and validity of these methods. Therefore, we develop and empirically validate a new instrument (Golden -i-). This cutting-edge approach integrates various techniques that are relevant for brand image research.
