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. …

overtourism. The digitization of tourism services in the areas of marketing and sales should be one of the priorities addressed by …

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer … established media mix while preventing the damage of the premium-image. Besides the possibility to create dialogues with customers … for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most …

Am Beispiel einer Händlermarke (Store Brand) aus dem Lebensmitteleinzelhandel wird aufgezeigt, wie sich deren Image mit … Hilfe einer Multi-Item-Skala messen lässt. Dabei werden insbesondere das theoretische Konstrukt "Store-Brand-Image" und die …Using the example of a store brand from the food retail sector, it is shown how its image can be measured using a multi …

outcomes. Additionally, we measure risk attitude and the emotions of subjects. While we find a strong influence of emotions …