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Property brand management - applying causal analysis to develop a strategic management tool for office property brands

Pfrang, Dominique C. (2016) Property brand management - applying causal analysis to develop a strategic management tool for office property brands. Schriften zu Immobilienökonomie und Immobilienrecht, 78. Regensburg.

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Date of publication of this fulltext: 08 Jan 2016 08:14

Abstract (English)

In contrast to the developments in other industries and despite encouraging best practices, decision makers in the real estate industry have been reluctant to make investments to establish strong property brands. There is a high level of uncertainty regarding brands’ influence on the economic performance of properties and a persistent lack of research on how to achieve a valued positioning. This ...

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Translation of the abstract (German)

Im Gegensatz zu den Entwicklungen in anderen Industrien zögern Entscheidungsträger in der Immobilienwirtschaft häufig, in die Etablierung starker Immobilienmarken zu investieren. Gründe hierfür sind insbesondere ein hoher Grad an Unsicherheit hinsichtlich des Einflusses von Marken auf die ökonomische Performance von Immobilien und ein Mangel an Forschungsbeiträgen, welche die notwendigen Schritte ...

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Item type:Book
Series of the University of Regensburg:Schriften zu Immobilienökonomie und Immobilienrecht
Date:8 January 2016
Referee:Prof. Dr. Karl-Werner Schulte
Date of exam:20 May 2015
Additional Information (public):Zugl.: Dissertation, Universität Regensburg
Institutions:Business, Economics and Information Systems > Institut für Immobilienenwirtschaft / IRE|BS > Professur für Immobilienwirtschaft (Prof. Dr. Karl-Werner Schulte)
Keywords:real estate marketing, real estate brands, property brands, office property brands, real estate brand management, strategic brand management, B2B brands, multilevel analysis, partial least squares, structural equation modeling
Dewey Decimal Classification:300 Social sciences > 330 Economics
Status:Published
Refereed:Yes, this version has been refereed
Created at the University of Regensburg:Yes
Item ID:33136

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