behavior, franchising, origin labelling, transparency in the agri-food industry, tourism and the triptych of brand …/label/product. The contributions are gathered under the following main topics: Consumer behavior and decisions, labeling strategy, brand … market trends, branding of local brands, territorial impact on brand/label/product, theoretical and managerial research …

-- Forschungsmethoden und Forschungsobjekte: Kundenzufriedenheitsforschung, qualitative Marktforschung, GPS-Einsatz, Linguistisches Text … Mining, Gamification -- Forschungsfelder im Wandel: Wohnimmobilien, Finanzindustrie, Shopper-Marktforschung, strategische …Wohin steuert die klassische Marktforschung? Welche Rolle wird sie künftig noch spielen? Wie muss die …

The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in … marketing. The profound empirical results reveal surprising and highly relevant insights for brand managers which call for a … detects several mechanisms for increasing user engagement while preventing user reactance towards the brand endorsement. About …

This book examines the extent to which social media marketing influences the customer-based brand equity of higher … customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to … gather information relevant to higher education institutions and their respective brand equity. However, many models on …

1 the key drivers of perceived omnichannel service quality in fashion -- 2 omnichannel retailing and brand equity: a … bloggers: temperament and characteristics -- 5 online brand communities, customer participation and loyalty in the luxury … fashion industry: strategic insights -- 6 maintaining a creative brand image in an omnichannel world -- 7 online brand …

This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the … consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand … websites, consumer social networking sites, and complaint and review boards. The book defines consumer brand hate and discusses …

„Brand Communities“ wurde um Online-Communities ergänzt, und das Kapitel „Innovative Marktpsychologie im IFM POS Lab“ ist neu …