Dealers and the formation of premium brands in the German car industry : Audi AG (1990–2020)

Donzé, Pierre-Yves; Inukai, Tomonori; Nakagawa, Koichi; Nobeoka, Kentaro

doi:https://doi.org/10.18910/88430

Dealers and the formation of premium brands in the German car industry : Audi AG (1990–2020)

Donzé, Pierre-Yves; Inukai, Tomonori; Nakagawa, Koichi et al.

大阪大学経済学, 2022, 72(1), 1-18

アクセス数:1,074件（2025-09-01 16:59 集計）

固定URL: https://doi.org/10.18910/88430

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タイトル	Dealers and the formation of premium brands in the German car industry : Audi AG (1990–2020)
著者	NRID 1000020635718 1000020635718 ORCID 0000-0003-2854-5531 0000-0003-2854-5531 researchmap permalink donze donze Scopus Author ID 36922614100 36922614100 著者名 Donzé, Pierre-Yves
	NRID 1000060380143 1000060380143 著者名 Inukai, Tomonori ; イヌカイ, トモノリ
	NRID 1000040510409 1000040510409 著者名 Nakagawa, Koichi ; ナカガワ, コウイチ
	NRID 1000090263409 1000090263409 researchmap permalink mazda1 mazda1 Scopus Author ID 6507747442 6507747442 著者名 Nobeoka, Kentaro ; ノベオカ, ケンタロウ
キーワード等	Car dealership
	Mono-brand store
	Premium brand
	Audi
	German car industry
JEL分類コード (JEL)	D22
	L20
	L62
	L81
内容	論文
抄録	This article discusses how dealers contributed to the formation of premium brands in the German car industry in the 1990s. Using literature on luxury business, it tackles the case of Audi to explore the changing role that dealers have played and their integration into Audi’s brand management strategy when the company became autonomous within the Volkswagen Group. The article demonstrates that dealers were not mere sellers of vehicles but rather places that transmitted experience value to customers. Like mono-brand stores in the luxury industry, Audi dealers were strongly integrated in the firm and physically embodied the brand through a standardized, worldwide architectural model.
出版者	大阪大学経済学会・大阪大学大学院経済学研究科
	The Economic Society of Osaka University　and　Graduate School of Economics, Osaka University
	オオサカ　ダイガク　ケイザイ　ガッカイオオサカ　ダイガク　ダインガクイン　ケイザイガク　ケンキュウカ
収録物名	大阪大学経済学
収録物名	Osaka Economic Papers
巻(号)	72(1)
ページ	1-18
刊行年月	2022-06
ハンドルURL	https://hdl.handle.net/11094/88430
DOI	https://doi.org/10.18910/88430
eISSN	24240397
NCID	AN00030111
アクセス権	open access
出版タイプ	Version of Record
カテゴリ	本学関連学会 Related Societies
カテゴリ	大阪大学経済学 / 72巻1号（2022-06）

資源タイプ	学術雑誌論文
ローカル資源タイプ	本学関連学会
DCMI資源タイプ	text
DCTERMS.bibliographicCitation	大阪大学経済学. 2022, 72(1), p. 1-18
DC.title	Dealers and the formation of premium brands in the German car industry : Audi AG (1990–2020)
DC.creator	Donzé, Pierre-Yves
	Inukai, Tomonori
	イヌカイ, トモノリ
	Nakagawa, Koichi
	ナカガワ, コウイチ
	Nobeoka, Kentaro
	ノベオカ, ケンタロウ
DC.publisher	大阪大学経済学会・大阪大学大学院経済学研究科
	The Economic Society of Osaka University　and　Graduate School of Economics, Osaka University
	オオサカ　ダイガク　ケイザイ　ガッカイオオサカ　ダイガク　ダインガクイン　ケイザイガク　ケンキュウカ
DC.type' scheme='DCTERMS.DCMIType	text
DCTERMS.issued' scheme='DCTERMS.W3CDTF	2022-06
DC.subject	Car dealership
	Mono-brand store
	Premium brand
	Audi
	German car industry
DC.description	論文
DCTERMS.abstract	This article discusses how dealers contributed to the formation of premium brands in the German car industry in the 1990s. Using literature on luxury business, it tackles the case of Audi to explore the changing role that dealers have played and their integration into Audi’s brand management strategy when the company became autonomous within the Volkswagen Group. The article demonstrates that dealers were not mere sellers of vehicles but rather places that transmitted experience value to customers. Like mono-brand stores in the luxury industry, Audi dealers were strongly integrated in the firm and physically embodied the brand through a standardized, worldwide architectural model.
DC.identifier	10.18910/88430
DC.format	88430
citation_title	Dealers and the formation of premium brands in the German car industry : Audi AG (1990–2020)
citation_author	Donzé, Pierre-Yves
	Inukai, Tomonori
	Nakagawa, Koichi
	Nobeoka, Kentaro
citation_publisher	大阪大学経済学会・大阪大学大学院経済学研究科
citation_date	2022-06
citation_journal_title	大阪大学経済学
citation_volume	72
citation_issue	1
citation_firstpage	1
citation_lastpage	18
citation_public_url	https://hdl.handle.net/11094/88430
citation_doi_detail	10.18910/88430
citation_doi	https://doi.org/10.18910/88430

Dealers and the formation of premium brands in the German car industry : Audi AG (1990–2020)

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