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Brand new : how visual context shapes initial response to logos and corporate visual identity systems
Wertz, Robert A. - In: The journal of product & brand management 32 (2023) 8, pp. 1388-1398
Persistent link: https://www.econbiz.de/10014485578
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Brand's visual identity on social media platforms : a content analysis
Harsandaldeep Kaur; Tanveer, Muhammad; Mahmood, Haider; … - In: Global business & economics review 29 (2023) 4, pp. 452-469
Persistent link: https://www.econbiz.de/10014388550
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Specialized advertising and price competition in vertically differentiated markets
Esteban, Lola; Hernández-García, José M. - In: SERIEs : Journal of the Spanish Economic Association 2 (2011) 2, pp. 255-282
This paper studies how the emergence of specialized communication media focused on both high quality contents and high quality advertised products, affects the functioning of a vertically differentiated market. To that end, we formulate a simultaneous game of pricing and targeted advertising...
Persistent link: https://www.econbiz.de/10009355553
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Driving online and offline sales : the cross-channel effects of digital versus traditional advertising
Dinner, Isaac M.; Heerde, Harald J. van; Neslin, Scott A. - 2011 - Rev.
Today's marketing environment is characterized by a surge in multichannel shopping and ever more choice in advertising channels. This requires firms to understand how both digital and traditional advertising drive sales within the same channel (e.g., digital advertising affecting online sales)...
Persistent link: https://www.econbiz.de/10009626237
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The impact of privacy policy on the auction market for online display advertising
Johnson, Garrett - 2013
The advent of online advertising has simultaneously created unprecedented opportunities for advertisers to target consumers and prompted privacy concerns among consumers and regulators. This paper estimates the financial impact of privacy policies on the online display ad industry by applying an...
Persistent link: https://www.econbiz.de/10010250694
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Interpretationen und Rekonstruktionen einer Arbeitgebermarke durch unternehmensexterne Stakeholder : eine explorative Studie
Auer, Manfred; Edlinger, Gabriela; Moelk, Andreas - In: Zeitschrift für Personalforschung : ZfP 28 (2014) 3, pp. 346-366
an employer brand. In 16 semi-structured interviews, potential job applicants and employer branding experts interpreted … reconstructions are the result of a complex interplay of employer brand materials, individual characteristics, societal and …
Persistent link: https://www.econbiz.de/10010392127
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Exclusivity and Privacy : The 'Physiognomy Mystery' Events
Pang, Phala - 2021
lead to a concrete establishment of a luxury brand community, fulfilling a niche demand of customers for private …
Persistent link: https://www.econbiz.de/10013235677
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Advertising's long-term impact on brand price elasticity across brands and categories
Ataman, M. Berk; Pauwels, Koen; Srinivasan, Shuba; … - 2016
Advertising often aims at creating and reinforcing brand differentiation, which should translate into reduced price … Linear Model that links own and others’ advertising in the category to brand price elasticity directly and indirectly through …-sectional variation as a function of brand and category characteristics. Model estimation on seven years of data for 350 brands in 39 …
Persistent link: https://www.econbiz.de/10011614521
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Creating customer engagement via mobile apps : how app usage drives purchase behavior
Dinner, Isaac; Heerde, Harald J. van; Neslin, Scott A. - 2015
The proliferation of smartphones has spawned a new industry – mobile apps. Managers increasingly recognize the potential for mobile commerce apps to “engage” customers and thereby grow sales. To measure this potential, this paper examines what drives customer usage of apps and whether app...
Persistent link: https://www.econbiz.de/10011572530
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Interpretationen und Rekonstruktionen einer Arbeitgebermarke durch unternehmensexterne Stakeholder: eine explorative Studie (External interpretations and reconstructions of an empl...
Auer, Manfred; Edlinger, Gabriela; Moelk, Andreas - In: Zeitschrift fuer Personalforschung. German Journal of … 28 (2014) 3, pp. 346-366
explores how external stakeholders make sense of an employer brand. In 16 semi-structured interviews, potential job applicants … and marketing tool. These reconstructions are the result of a complex interplay of employer brand materials, individual …
Persistent link: https://www.econbiz.de/10010856839