Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: EconStor Open Access Articles (2014-01), pp. 49-56
their possible value proposition in terms of brand management is being analyzed. Online surveys are the digital version of …. The article shows that both methods can deliver a substantial impact on brand management. The formation of generalized … rules when to pick one or the other is not possible due to the highly individual frame conditions in brand management. …