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their possible value proposition in terms of brand management is being analyzed. Online surveys are the digital version of …. The article shows that both methods can deliver a substantial impact on brand management. The formation of generalized … rules when to pick one or the other is not possible due to the highly individual frame conditions in brand management. …
Persistent link: https://www.econbiz.de/10010352742
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...
Persistent link: https://www.econbiz.de/10010420382
The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer … for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most … popular social media platforms. As a conclusion hypotheses about the influence of the media-activities on the brand are …
Persistent link: https://www.econbiz.de/10010420967
Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on … behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be …
Persistent link: https://www.econbiz.de/10010263745
Investment in brands drives the allocation of resources in our economy. It increases competition, pushes firms to innovate, and decreases asymmetries in the market leading to a higher level of economic development. Investment in brands and intangibles has seen an increase in the last fifteen...
Persistent link: https://www.econbiz.de/10011790289
Vor dem Hintergrund tiefgreifender gesellschaftlicher und wirtschaftlicher Veränderungsprozesse ergeben sich zunehmend Herausforderungen für die Unternehmens- und Markenführung. Dabei bestimmen zwei grundlegende Werte die Diskussion und eröffnen ein Spannungsfeld: Individualisierung -...
Persistent link: https://www.econbiz.de/10011629685
In most western societies, marital fertility began to decline in the nineteenth century. But in Ireland, fertility in marriage remained stubbornly high into the twentieth century. Explanations of this focus on the influence of the Roman Catholic Church in Irish society. These arguments are often...
Persistent link: https://www.econbiz.de/10010293788
This paper investigates whether the degree and the nature of economic and monetary policy interdependence between the United States and the euro area have changed with the advent of EMU. Using real-time data, it addresses this issue from the perspective of financial markets by analysing the...
Persistent link: https://www.econbiz.de/10010298252
It is widely believed that the Millennium Challenge Corporation (MCC) has grossly fallen short of high expectations raised by the Bush administration in 2002. From the perspective of potential recipient countries, the crucial issue is whether the MCC increased the overall pool of aid resources...
Persistent link: https://www.econbiz.de/10010302718
In this paper we analyze the synchronization between the business cycles of US and Mexican regions. Regional economic activity in Mexico is measured using regional coincident indexes recently developed at Banco de México, while US aggregate economic activity is measured with the national...
Persistent link: https://www.econbiz.de/10010322545