Brand contribution of car body types in the premium automotive market. Results of an empirical study

This paper presents image research studies in the premium automotive market. It will be shown that the relevance of image dimensions of premium cars varies depending on what customers focus.

Brand Contribution of Car Body Types in the Premium Automotive Market

Results of an empirical study

Ralf RodepeterBrand and Communication Research, GfK Marktforschung, Germany

Alexandra SteinImage and Communication Market Research, BMW Group, Germany

INTRODUCTION...

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