Diese Magisterarbeit befasst sich mit Marken, die ausschließlich im Internet auftreten (E-Brands) sowie der Markenführung im Internet (E-Branding). Innerhalb dieses Rahmens wird eine Online-Befragung der wichtigsten Internet-Marken in Deutschland sowie eine Datenerhebung unter Internet-Nutzern...

Die vorliegende Arbeit ist aufgrund der Beobachtung von wiederkehrenden Phänomenen in der Markenführungspraxis entstanden. Es konnte beobachtet werden, dass trotz einer vorhandenen strategischen Markenführung, eines Markenperformance Measurement und weiteren Instrumenten umfassende...

New Zealand has used country-of-origin labeling (COOL) as a "“country brand”" to differentiate New Zealand lamb in international markets and increase consumer awareness of this lamb as a high-quality imported product. The case of New Zealand lamb is especially interesting as an unsubsidized...

The hotel industry utilises the concept of human resource practices system differentiation (HRPSD) by focusing resources on managerial level jobs as a technique of strategic human resource management (SHRM). Despite its use in both practice and the academic literature, research focusing on HRPSD...

Viral marketing is the business approach that uses peer-to-peer communications to increase product awareness and adoptions through widespread social networks of receivers. Benefiting from the unprecedented fast growth of online social networks, this marketing maneuver merits a deeper...

The main thrust of this study was to decide if certain strategies exist that havesignificant impact on profit in a lodging establishment. In reviewing the literature it didnot contain any conceptual plan for operating a lodging facility completely. However,as noted in the literature review,...

Common perception by practitioners in the hotel industry today thata satisfied guest would become a repeat customer was considered as amajor subject of this research. It determined the extent to whichsatisfaction fostered loyalty. Interviewing guests and demonstrating theexpression of visual...