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: 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 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...

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...

Grundlagen der identitätsbasierten Markenführung -- Strategisches Markenmanagement -- Operatives Markenmanagement -- Identitätsbasiertes Markencontrolling -- Identitätsbasierter Markenschutz -- Internationale identitätsbasierte Markenführung.