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How global are global brands? An empirical brand equity analysis
Cleff, Thomas; Fischer, Lena; Sepúlveda, César; … - 2010
The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its … brand equity? And if there were brand image differences between countries, which factors causes them? The authors conducted … school) in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and …
Persistent link: https://www.econbiz.de/10010368391
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Verwendung von Virtual Communities für den Markenaufbau im Internet: Möglichkeiten und Grenzen
Fingerle, Birgit - 2001
Im Mittelpunkt der vorliegenden Diplomarbeit steht die Frage, inwiefern Virtual Communities die Anforderungen an den Markenaufbau im Internet erfüllen können. Virtual Communities erfreuen sich z.T. großer Beliebtheit, weil sie verschiedenen menschlichen Bedürfnissen – etwa dem nach...
Persistent link: https://www.econbiz.de/10010291752
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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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A Joint Framework for Category Purchase and Consumption Behavior
van Oest, Rutger; Paap, Richard; Franses, Philip Hans - 2002
We propose a consistent utility-based framework to jointly explain a household's decisions on purchase incidence, brand … in the product category and brand switching, but the effect through larger purchase quantities is limited. …
Persistent link: https://www.econbiz.de/10010324989
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Measuring changes in preferences and perception due to the entry of a new brand with choice data
Hildebrandt, Lutz; Kalweit, Lea - 2008
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
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Context effects as customer reaction on delisting of brands
Wiebach, Nicole; Hildebrandt, Lutz - 2010
are presented which investigate customers' switching behavior if a (sub-)brand is unavailable and key determinants of the …
Persistent link: https://www.econbiz.de/10010281548
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Which Brands gain Share from which Brands? Inference from Store-Level Scanner Data
van Oest, Rutger; Franses, Philip Hans - 2003
Market share models for weekly store-level data are useful to understand competitive structures by delivering own and cross price elasticities. These models can however not be used to examine which brands lose share to which brands during a specificperiod of time. It is for this purpose that we...
Persistent link: https://www.econbiz.de/10010325000
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Brand equity: How is it affected by critical incidents and what moderates the effect
Hildebrandt, Lutz; Tischer, Sven - 2012
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 …
Persistent link: https://www.econbiz.de/10010318786