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Markenbotschafterprogramm : Erfolgsfaktoren eines oft vergessenen Instruments der Internen Markenführung

Baumgarth, Carsten; Schmidt, Holger J.; Hesse, Andreas - In: Transfer : Zeitschrift für Kommunikation und … 65 (2019) 1, pp. 23-27

Persistent link: https://www.econbiz.de/10012003540

Technologiemarken: Definition, Relevanz und Trends

Baumgarth, Carsten; Gietl, Jürgen; Kilian, Karsten; … - 2016

Persistent link: https://www.econbiz.de/10011941748

Forum Markenforschung 2018 : Tagungsband der internationalen Konferenz „DERMARKENTAG“

Schmidt, Holger J. (ed.); Baumgarth, Carsten (ed.) - Internationale Konferenz "DerMarkentag" <7., 2018, Koblenz> - 2020

Persistent link: https://www.econbiz.de/10012151730

To perform or not to perform? : how strategic orientations influence the performance of Social Entrepreneurship Organizations

Lückenbach, Florian; Baumgarth, Carsten; Schmidt, Holger J. - In: Cogent business & management 6 (2019), pp. 1-25

Social Entrepreneurship Organizations (SEOs) aim to solve social, environmental or societal problems even as they strive to work profitably. The achievement of the social mission also requires economic viability and differentiation from the competition. Acting in contested markets, SEOs must,...

Persistent link: https://www.econbiz.de/10012115791

Empowerment from a „student as customer“ perspective : literature review and development of a framework in the context of higher education

Schmidt, Holger J.; Baumgarth, Carsten - In: Kundenintegration & Customer Empowerment, (pp. 91-106). 2017

Persistent link: https://www.econbiz.de/10011706718

Forum Markenforschung 2016 : Tagungsband der internationalen Konferenz "DERMARKENTAG"

Baumgarth, Carsten (ed.); Schmidt, Holger J. (ed.) - Internationale Konferenz "DerMarkentag" <6., 2016, Berlin> - 2018

Persistent link: https://www.econbiz.de/10011740033

Strengthening internal brand equity with brand ambassador programs : development and testing of a success factor model

Schmidt, Holger J.; Baumgarth, Carsten - In: The journal of brand management : an international journal 25 (2018) 3, pp. 250-265

Persistent link: https://www.econbiz.de/10011884942

How a corporate influencer co-creates brand meaning : the case of Pawel Dillinger from Deutsche Telekom

Hesse, Andreas; Schmidt, Holger J.; Baumgarth, Carsten - In: Corporate reputation review 24 (2021) 4, pp. 191-204

Persistent link: https://www.econbiz.de/10012666292

Innovative Markenwissenschaft #3 : Transfer

Baumgarth, Carsten; Boltz, Dirk-Mario; Schmidt, Holger J. - In: Transfer : Zeitschrift für Kommunikation und … 67 (2021) 4, pp. 57-63

Persistent link: https://www.econbiz.de/10012792940

Marketing- und Markenwissenschaft brauchen "frische" Themen

Schmidt, Holger J.; Baumgarth, Carsten; Boltz, Dirk-Mario - In: Transfer : Zeitschrift für Kommunikation und … 66 (2020) 4, pp. 59-62

Persistent link: https://www.econbiz.de/10012385428