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Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens - In: EconStor Open Access Articles (2013), pp. 13-23
The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...
Persistent link: https://www.econbiz.de/10010981129
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Quality of the Teaching Process and its Factors of Influence from the Perspective of Future Business Specialists
Drule, Alexandra-Maria; Popa, Irimie Emil; Nistor, Razvan; … - In: The AMFITEATRU ECONOMIC journal 16 (2014) 37, pp. 827-827
, internationalization and increasing competition among higher education institutions to attract both students and financing, it is necessary … and modernizing educational services, and students, as the primary beneficiaries of education, are the first to be … included in this process. Therefore, the goal of this research is to identify the perceptions of students specializing in the …
Persistent link: https://www.econbiz.de/10010890069
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The Importance of Non Formal Education in a Formal World
ROSU, Monica - In: Holistic Marketing Management Journal 4 (2014) 2, pp. 24-29
The need for non formal education is becoming intense and more appreciated due to the fact that the formal educational system adapts too slowly in the socio - economic and cultural changes of our world. Non-formal education complements the formal education and only together lead to the reduction...
Persistent link: https://www.econbiz.de/10011161884
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Brand Differentiation in German Online Job Boards
Palinkas, Tami; Botzenhardt, Florian; Pätzmann, Jens - In: EconStor Open Access Articles (2014-01), 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/10010980993
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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 - In: EconStor Open Access Articles (2014-01), 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/10010981103
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Brand sex, sexual state and gender: towards a distinction between three constructs
Azar, Salim - Université Paris-Dauphine (Paris IX) - 2007
Drawing from an anthropomorphic view of consumption and a socio-psychological perspective, this paper defends the idea that a brand is perceived by consumers as having a sex, a sexual state and a gender. An exploratory qualitative analysis based on sixteen semi structured interviews was...
Persistent link: https://www.econbiz.de/10010905399
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The brand equity: evidence on marketing investment
Davcik, Nebojsa - Volkswirtschaftliche Fakultät, … - 2008
The author presents a model of the brand equity dimensions and how the model behaves if there are different marketing investments in the value of the brand. The goal of this research is to establish which dimensions and how they influence the brand equity performance in the researched industry...
Persistent link: https://www.econbiz.de/10008728066
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Of Rats and Brands: A Learning-and-Memory Perspective on Consumer Decisions
van Osselaer, van Osselaer, S.M.J. - Erasmus Research Institute of Management (ERIM), … - 2004
Stijn van Osselaer (1971, Ph.D. (Marketing), University of Florida 1998) is Professor of Marketing specializing in Consumer Behavior at the Rotterdam School of Management/Faculteit Bedrijfskunde of Erasmus University in Rotterdam. His research focuses on the study of basic psychological...
Persistent link: https://www.econbiz.de/10010837402
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The impact of brand and category characteristics on consumer stock-out reactions
Verhoef, Peter; Franses, Philip Hans; Sloot, Sloot, L.M. - Erasmus Research Institute of Management (ERIM), … - 2002
We develop two models to test hypotheses on the specific impact of brand and category characteristics on consumer stock-out responses. Our empirical results show that both characteristics are important determinants. Consumers are more product loyal in hedonic product groups than in utilitarian...
Persistent link: https://www.econbiz.de/10010837570
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Managing Product-Harm Crises
van Heerde, van Heerde, H.J.; Helsen, K.; Dekimpe, … - Erasmus Research Institute of Management (ERIM), … - 2005
Product-harm crises are among a firm’s worst nightmares. Since marketing investments may be instrumental to convince consumers to purchase the firm's products again, it is important to provide an adequate measurement of the effectiveness of these investments, especially after the crisis. We...
Persistent link: https://www.econbiz.de/10010731099