Zur Notwendigkeit einer Integration der Absatzmittler in die Führung von Herstellermarken -- Theoretische Grundlagen und Herleitung des Untersuchungsmodells -- Empirische Untersuchung des Modells für das absatzmittlergerichtete Markenmanagement -- Schlussbetrachtung und Ausblick.

Purpose: The purpose of this paper is to investigate the effects of explanation and compensation, as specific accommodative management responses to negative online customer reviews, on potential customers. Design/methodology/approach: The scenario-based online experiment with 306 participants...

Purpose: This paper aims to investigate word of mouth as a consequence and information, entertainment, social interaction and remuneration motivations as antecedents of consuming, contribution and creating behaviours as consumers’ online brand-related activities (COBRAs)....

Purpose: This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the...

Purpose: This study aims to investigate the influence of advertising value and privacy concerns on consumers’ intention to use location-based advertising. It also explores if brand trust toward location-based advertising providers and consumers’ privacy self-efficacy reduce privacy...

Purpose: The purpose of this study is to investigate the effects of city brand benefits (cost efficiency, job chances, social life, recreation and self–brand connection) on highly skilled, potential residents’ attitudes toward the city brand. Design/methodology/approach: A literature...

In the context of increasingly interchangeable product and service offerings, brands are crucial drivers for product purchasing and usage decisions. Thus, they constitute a substantial intangible asset for most companies. In order to maximize this asset, current research has developed various...