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Online Surveys vs. Online Observations: A Comparative Analysis of Online Research Methods and their Impact on Brand Management
Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand (2014) 2/2014, pp. 49-56
The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...
Persistent link: https://www.econbiz.de/10010352742
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Neuroökonomie und Neuromarketing: Neurale Korrelate strategischer Entscheidungen
Hain, Cornelia; Lehmann-Waffenschmidt, Marco; Kenning, Peter - 2007
Die Bedeutung von Emotionen und Affekten bei ökonomischen Entscheidungen wird seit mehreren Jahren in der ökonomischen Literatur diskutiert (z. B. Rabin, 1998). Eine Erklärung der empirischen Evidenz in diesem Bereich, die über eine bloß phänomenologische Ebene hinausgeht, verlangt eine...
Persistent link: https://www.econbiz.de/10010296816
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Brand Differentiation in German Online Job Boards
Palinkas, Tami; Botzenhardt, Florian; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, pp. 39-48
The increasing overload of information that bothers people is affecting businesses on online job boards as well. Although there is no doubt about the benefits of those platforms, companies are threatened to get lost in the sheer mass of similar advertisements. Considering the background of the...
Persistent link: https://www.econbiz.de/10010420964
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Der Wandel von Push- zu Pull-Medien in der Online-Medienarbeit von Luxusmarken: Eine Untersuchung über den Einsatz von Social Media Newsrooms in der Luxusbranche
Maiwald, Anna; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, pp. 8-16
Die Autoren analysieren, ob ein Social Media Newsroom eine Alternative zur herkömmlichen Pressemitteilungen via Email in der Luxusbranche ist. Ausgehend vom Intereffikationsmodell wird aufgezeigt, dass Journalismus und PR in einer Wechselbeziehung der gegenseitigen Einflussnahme stehen. Via...
Persistent link: https://www.econbiz.de/10010420965
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The Ethics of Online Touristic Counselling: A Matter of Users Satisfaction
Sabou, Gabriel Cristian; Nistoreanu, Puiu; Vlad, Denisa - In: Amfiteatru Economic Journal 16 (2014) Special No. 8, pp. 1279-1287
The large expansion of internet popularity affected, tough in different degrees, almost all sectors of life. Tourism makes no exception, the travel agencies being nowadays confronted with the necessity of keeping the pace with the new technology. Airline companies - and the transport companies...
Persistent link: https://www.econbiz.de/10011724918
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Football marketing and its effect on economic boom
Homayounifar, Masuod; Mosaveri, Kamran Pahlavan; … - In: Atlantic Review of Economics 2 (2014), pp. 1-26
Football sport marketing has been considered a tool, on economizing sports, producing the value added and an important … solution for earning income through sports. The aim of this study was to investigate the role of football marketing in the … SPSS and SAS software. The results show that football marketing has significant and positive effect on economic boom. In …
Persistent link: https://www.econbiz.de/10011536982
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Football marketing and its effect on economic boom
Homayounifar, Masuod; Mosaveri, Kamran Pahlavan; … - In: Atlantic review of economics : AROE 2 (2014)
Football sport marketing has been considered a tool, on economizing sports, producing the value added and an important … solution for earning income through sports. The aim of this study was to investigate the role of football marketing in the … SPSS and SAS software. The results show that football marketing has significant and positive effect on economic boom. In …
Persistent link: https://www.econbiz.de/10011308138
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The Effects of Traditional and Social Earned Media on Sales : A Study of a Microlending Marketplace
Stephen, Andrew T. - 2014
(e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The …
Persistent link: https://www.econbiz.de/10013070732
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Stealth Marketing : How to Reach Consumers Surreptitiously
Kaikati, Andrew - 2009
Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the … premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article … discusses stealth marketing methods used by companies to reach consumers without their motives being obvious. The authors feel …
Persistent link: https://www.econbiz.de/10013160326
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Identity in Marketing Communications : An Ethics of Visual Representation
Borgerson, Janet L. - 2007
In this chapter, we investigate marketing communication's role in the taken-for-granted political and ethical practices … of envisioning others (Heywood amp; Sandywell, 1999, p. x). Ethically motivated criticisms of marketing communications … promotion when it comes to women and minorities, marketing managers must be aware of representational practices that may cause …
Persistent link: https://www.econbiz.de/10012777472