Brand Architecture of the most important brand-managing companies in Austria: Assessment, predictors, and impact on corporate performance

WU Vienna (earmarked funds)

research objectives:
- development of a measurement instrument to assess brand architecture (circumventing the need for categorizing heavily mixed systems within a system of a few ideal types)
- estimating the impact of industry, product, and consumer related factors on brand architecture
- assessing the impact of brand architecture on corporate performance