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Relevanz von Werbeeinstellungen zur Kontrolle langfristiger Werbewirkung im Fall etablierter Konsumgütermarken
Schlichthorst, Marisa - 2006
. Damit wird ihr eine zentrale Rolle als Vermittler von Werbewirkung zugesprochen. Allerdings wurde diese Vermittlerrolle … Kontrolle von langfristiger TV-Werbewirkung bei etablierten Konsumgütern. Bereits bestehende Wirkungshypothesen zur Rolle der …
Persistent link: https://www.econbiz.de/10010298433
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Memes everywhere: The effect of social media memes on consumers' attitude towards brands and their purchase intention
Pilavcioglu, Burak; Hodeck, Alexander; Nagel, Niels; … - In: PraxisWISSEN Marketing 8 (2023) 01/2023, pp. 37-55
the advertisement, towards the brand and on their purchase intention. Results of an empirical study indicate that ads with …
Persistent link: https://www.econbiz.de/10014517471
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How Do Emerging Countries Influence the Advertising World of Tomorrow? An Analysis of Last Year's Cannes International Festival of Creativity
Runge, Henrike; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand (2012) 1/2012, pp. 34-41
The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...
Persistent link: https://www.econbiz.de/10010420968
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Online Surveys vs. Online Observations: A Comparative Analysis of Online Research Methods and their Impact on Brand Management
Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand (2014) 2/2014, pp. 49-56
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
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Social Media im Recruiting
Schwarz, Annika; Botzenhardt, Florian; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 6-12
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
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Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 13-23
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
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Does it pay to read your junk mail? Evidence of the effect of advertising on home equity credit choices
Agarwal, Sumit; Ambrose, Brent W. - 2008
We examine the effect of direct mail (commonly referred to as junk mail) advertising on individual financial decisions by studying consumer choice of home equity debt contracts. Consistent with the theoretical predictions, we find that financial variables underlying the relative pricing of debt...
Persistent link: https://www.econbiz.de/10010292175
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The Impact of Terminal Values and Yellow Press on Consumer Behavior
Gröppel-Klein, Andrea; Germelmann, Claas Christian - 2005
We investigate if pluralistic consumption styles (like "frugality", or "indulgence in luxury") can be identified and are correlated with different terminal values and if values and consumption styles prove to be stable or can be changed by drastic events. The results of two polls (before and...
Persistent link: https://www.econbiz.de/10010297228
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Targeted Advertising and Social Status
Vikander, Nick - 2011
This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising allows consumers both to buy different varieties and to...
Persistent link: https://www.econbiz.de/10010325736
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Advertising for Attention in a Consumer Search Model
Haan, Marco A.; Moraga-Gonzalez, Jose Luis - 2009
We model the idea that when consumers search for products, they first visit the firm whose advertising is more salient. The gains a firm derives from being visited early increase in search costs, so equilibrium advertising increases as search costs rise. This may result in lower firm profits...
Persistent link: https://www.econbiz.de/10010325866