1. Simon, H., Ebel, B., Pohl, A. and Hofer, M. B. (2002) ‘Investor marketing’, Zeitschrift für Betriebswirtschaft, Vol. 72, No. 2, pp. 117–140.
2. For example, Aaker3 explains this in his basic work on market introduction. A comprehensive and highly topical study into the behavioural effect of brand images in different product areas was carried out by Fischer et al.4
3. Aaker, D. A. (1991) ‘Managing Brand Equity: Capitalizing on the Value of a Brand Name’, New York, Free Press.
4. Fischer, M., Meffert, H. and Perrey, J. (2004) ‘Markenpolitik: Ist sie für jedes Unternehmen gleichermaßen relevant?’ Die Betriebswirtschaft, Vol. 64, No. 3, pp. 333–356.
5. Burmann, C. and Meffert, H. (2005a) ‘Theoretisches Grundkonzept der identitätsorientierten Markenführung’, in Meffert, H., Burmann, C., Koers, M. (eds.) ‘Marken-Management’, 2nd edn, Wiesbaden, Gabler, pp. 37–72.