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. …

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 …

, whether online job boards provide possibilities to further differentiate an employer brand from competitors’. This article … how brand differentiation can be undertaken on online job boards and how it can be measured. Therefore the model can be … features have on the perception of an employer brand. The example of Siemens AG illustrates that even for a DAX-Group potential …

email in the brand communication of luxury goods. Referring to the model of intereffication it is stated that journalism and … serve as a reliable source of multimedia-ready information for journalists. In addition, a collection of luxury brand … opportunities regarding the creation of luxury brand worlds. …

marketing industry of how to benefit from them. …

Personalmanagement. Dabei liegt der Fokus vor allem auf dem Bereich Employer Branding, weil die Veränderungen des Medienkonsums und … focus lies on the field of employer branding because it is the area which collides the most with the dramatic changes in …

Brand represents reputation of offer. Branding means cultivating the reputation of offer. But brand and branding are … leaf and a marketing campaign, although it is a tourism brand, but money, that could have been used for a better purpose … synergistic actions of entrepreneurship, a combination of vision and promotion strategy of offer by the management team. Brand is …

" as a brand, and adds to missing empirical research on Belize and development economics with a mixed-methods, brand … apply Fournier's (1998) brand relationship theories as tools to measure their perceptions of the Bank as well as get a … marriage" type brand relationship with the Bank: it is not a sustainable development partner. This brand relationship also …

To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the … concept of customer-based brand equity. More precisely, a structure equation model is specified and differences in latent … factor means are estimated taking into account perceived quality, various brand associations, loyalty and overall brand …