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A brand can be a valuable asset for a company in two ways: On the one hand the brand can have an influence on the perceptions and preferences of the consumer and therebypositively influence the performance and success of a product, which can lead to acompetitive advantage. On the other hand, a brand can even be an asset of significantfinancial value. For the actual building of a strong brand, several theoretical modelsexist. Car modification companies offer modifications for and modified versions of cars ofother brands. The thereof resulting connection between the two brands and itsconsequences for the brand of the modification company cannot be depicted with theexisting theoretical brand and brand building models. In addition to that, carmodification companies touch upon the field of luxury cars. This factor has to be takeninto consideration when dealing with the brand building of car modification companies. In addition to the lack of applicability of existing brand building models for the carmodification industry, this special industry has not been covered by research yet ingeneral. In this thesis, a theoretical framework for brand building, the model of customer basedbrand equity as well as the characteristics of luxury branding will be lined out. In orderto examine how the special factors of the car modification industry, namely theconnection between the modification company and the base brand and luxury brandingcan be integrated into this model, six representatives from the car modification industryhave been interviewed. The results and analysis of these interviews show that through the assessment of thecustomer based brand equity of the base brand, the modification company can identifystrong and favorable aspects of the base brand that it can build upon, emphasize and/orexpand with the modification as well as weaknesses and flaws of the base brand that itcan make up for with the modification. Furthermore, the examination shows that byassessing the model of customer based brand equity of the modification brand and arelevant special brand factor, in the case of this thesis luxury branding, for commonfeatures and similarities, this special factor can also be integrated into the theoreticalmodel. Through these findings, the thesis is able to present a revised model of customer basedbrand equity that incorporates both the connection between the modification brand andthe base brand as well as the special factor luxury branding.

The aim of this thesis is to analyse theTelationship between the exchange rate and stockmarket, in the UK, USA, Germany, Japan, Canada and the Netherlands over the period 1974 to 1994. It is motivated by recent changes in the international financial environment, particularly the gradual removal of exchange restrictions and the consequent rise in capital flows between the main economies. A further motivation has been the increasing use of stock market variables in macroeconomic models. The theoretical literature indicates that for a variety of different exchange rate models, it is possible for the exchange rate and stock market to interact in a number of different ways, following an exogenous shock. It is therefore pnmanly an empirical question as to the specific signs on the variables in the models analysed. This thesis predominantly uses cointegration and error correction models, so that both the long run relationship and short run dynamics can be examined separately. The thesis shows that stock prices and exchange rates do not have common trends, but do have common cycles. In general exchange rates and stock prices are found to be inversely related. In addition the foreign exchange market risk premium is shown to be directly linked to the differential between the domestic and foreign equity risk premiums. It is also found that the expected change in the exchange rate is more closely linked to risk rather than return differentials.

Zugl.: Diplomarbeit

Universiẗat, Diss--Basel, 2007.

Zugl.: Köln, Universiẗat, Diss., 2007.

Thesis (Ph.D.)--Drexel University, 2008. / Includes abstract and vita. Includes bibliographical references (leaves 124-143).

Zugl.: Wien, Techn. Univ., Diss., 2001

Zugl.: München, Tech. Univ., Diss., 2007

Zugl.: Erlangen, Nürnberg, Universiẗat, Diss., 2009. / Hergestellt on demand.