Good corporate reputation is seen as one of the most valuable assets. It is believed to cause a multitude of favorable impacts within different stakeholder groups. As a consequence, a multitude of studies analyzed the relationship between corporate reputation and financial performance. However,...

In der Marketingforschung und -praxis wird zunehmend die Bedeutung der Mitarbeitenden für den Markenerfolg erkannt. Der vorliegende Beitrag greift diese Thematik auf und schlägt für Unternehmen die Institutionalisierung eines Interne Markenbarometers vor, mit dessen Hilfe es möglich ist, den...

Trust or likewise "confidence" (the term preferred in this paper) are notions which have received considerable attention by economists in the last 8-10 years. In this contribution, much emphasis is put on the understanding what we really mean by "confidence", what the differences between...

It has been claimed that the market fosters selfishness and thereby undermines the moral basis of society. This thesis has been developed with an emphasis on market exchange. Everyday life is, however, predominantly shaped by interactions in the workplace rather than by shopping behaviour. This...

Mit steigendem Wohlstand gewinnt das Gesundheitswesen an Bedeutung. Gesundheit, Schönheit und Wohlbefinden stellen in unserer Gesellschaft ein hohes Gut dar, welches von Menschen wertgeschätzt wird. Dazu zählen auch gesunde und schöne Zähne als Ausdruck individueller Attraktivität. Die...

In infant industries, a great share of new market opportunities is depleted by firms that spinoff from incumbents. A model emphasizing the relation between incumbents' evolving corporate cultures and the generation of spinoffs explains this regularity in industry evolution. Organizations reach a...

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...

Die Autoren untersuchen im vorliegenden Artikel den Einfluss der zunehmenden Nutzung von Social Media auf das Personalmanagement. Dabei liegt der Fokus vor allem auf dem Bereich Employer Branding, weil die Veränderungen des Medienkonsums und Kommunikationsverhalten, die durch die Nutzung von...

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...