Literaturverzeichnis - link.springer.com978-3-8350-9591-5/1.pdf · Literaturverzeichnis ......

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AnzahlProdukte

DM1

Mann-Whitney U 11247,000Wilcoxon W 29392,000Z –2,190Asymp. Sig. (2-tailed) ,029

Klarheit Anzieh.kraftinneres Bild inneres Bild

DM1 DM1

Mann-Whitney U 8325,000 9302,000Wilcoxon W 23725,000 24527,000Z –4,522 –3,204Asymp. Sig. (2-tailed) ,000 ,001

Anhang

Teil 1: Ergebnisse der Nullmessung und Hauptstudie

Anhang 1: Mann-Whitney-U-Test zum Bekanntheitsgrad der Gruppe schwachervs. starker Dachmarken

Anhang 2: Mann-Whitney-U-Test zur Klarheit und Anziehungskraft des innerenBildes der Gruppe schwacher vs. starker Dachmarken

Anhang 3: Mann-Whitney-U-Test zur Portfolio-Bekanntheit der Gruppe schwa-cher vs. starker Dachmarken

Test Statisticsa

a Grouping Variable: DM1-Stärke (stark/schwach)

Kennen Siedie DM1


Test Statisticsa


Test Statisticsa


164 Anhang

Anhang 4: Mann-Whitney-U-Test zur Einstellung der Gruppe schwacher vs.starker Dachmarken

Anhang 5: Mann-Whitney-U-Tests zur Sortimentsbreite, Anzahl von Produktenim Sortiment (Skala) und zur offenen Frage zur Zahl der Produkte derGruppe Generalisten vs. Spezialisten

Anhang 6: Wilcoxon-Test zur Einstellungsveränderung bei schwachen Dach-marken in Kombination mit starken Produktmarken

Einstellung


Test Statisticsa

a Grouping Variable: DM-Stärke (stark/schwach)

Vergleichs-variable für

MWU-change

Z –9,607a

Asymp. Sig. (2-tailed) ,000

Test Statisticsb

a Based on positive ranks.b Wilcoxon Signed Ranks Test

Skala wenigeSort. breite vs. viele offene Zahleng vs. breit Produkte Produkte

Mann-Whitney U 61277,000 102489,500 59523,500Wilcoxon W 173378,000 209905,500 165093,500Z –12,375 –1,837 –11,278Asymp. Sig. (2-tailed) ,000 ,066 ,000

Test Statisticsa

a Grouping Variable: Breite Generalist vs. Spezialist

Anhang 165

Anhang 7: Wilcoxon-Test zur Einstellungsveränderung bei schwachen Dach-marken in Kombination mit schwachen Produktmarken

Anhang 8: Wilcoxon-Test zur Einstellungsveränderung bei starken Dachmarkenin Kombination mit starken Produktmarken

Anhang 9: Wilcoxon-Test zur Einstellungsveränderung bei starken Dachmarkenin Kombination mit schwachen Produktmarken


MWU-change

Z –1,789a


Test Statisticsb



MWU-change

Z –1,299a


Test Statisticsb



MWU-change

Z –5,070a


Test Statisticsb


166 Anhang

Anhang 10: Mann-Whitney-U-Test zur wahrgenommenen Passung bei Gruppenhohen vs. geringen Fits

Anhang 11a: Mann-Whitney-U-Test zur Einstellungsveränderung bei Gruppen hohenvs. geringen Fits

Anhang 11b: Median-Test zur Einstellungsveränderung in Abhängigkeit der Passung

Test Statisticsa

a Grouping Variable: Fit hoch vs. gering

Passung


Test Statisticsa


change


Test Statisticsb

a 0 cells (,0%) have exoected frequencies less than 5. The minimum expectedcell frequency is 28,0.

b Grouping Variable: Passung

change

N 943Median ,15119Chi-square 19,338a

df 6Asymp. Sig. ,004

Anhang 167

Anhang 12: Mann-Whitney-U-Test zur Einstellungsveränderung bei starken vs.schwachen Dachmarken in Abhängigkeit des Fits

Anhang 13: Mann-Whitney-U-Test zur Einstellungsveränderung bei Generalistenvs. Spezialisten in Abhängigkeit des Fits

Anhang 14: Mann-Whitney-U-Test zur Passung bei Anzeigen ohne vs. mit kom-munikativem Rahmen

Test Statisticsa

a Grouping Variable: Rahmen ohne vs. mit

Passung


Test Statisticsa


DM stark vs. schwach change

stark Mann-Whitney U 24061,000Wilcoxon W 53222,000Z –2,694Asymp. Sig. (2-tailed) ,007

schwach Mann-Whitney U 26725,500Wilcoxon W 53753,500Z –,828Asymp. Sig. (2-tailed) ,408

Test Statisticsa


Breite Generalist change

Generalist Mann-Whitney U 27225,000Wilcoxon W 54486,000Z –,340Asymp. Sig. (2-tailed) ,734

schwach Mann-Whitney U 23616,500Wilcoxon W 52536,500Z –3,135Asymp. Sig. (2-tailed) ,002

168 Anhang

Anhang 15: Kruskal-Wallis-Test zur Post-Sortimentsbreite in Abhängigkeit zurPre-Sortimentsbreite

Anhang 16: Kruskal-Wallis-Test zur Qualitätseinschätzung bei schwachen Dach-marken in Abhängigkeit der Produktmarkenstärke

Anhang 17: Kruskal-Wallis-Test zum Gefallen der Anzeige in Abhängigkeit derPassung

Test Statisticsa,b

a Kruskal Wallis Test

Post-Breite

Chi-Square 184,371df 6Asymp. Sig. ,000

Test Statisticsa,b

a Kruskal Wallis Testb Grouping Variable: change

Post-Qual.einschätzung


Test Statisticsa,b

a Kruskal Wallis Testb Grouping Variable: Passung

ScoreGefallen


Anhang 169

Teil 2: Verwendete Anzeigen in den Studien

Anhang 18: Anzeigen für die beiden starken Dachmarken

170 Anhang

Anhang 19: Anzeigen für die beiden schwachen Dachmarken

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