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Brand Differentiation in German Online Job Boards
Palinkas, Tami; Botzenhardt, Florian; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, pp. 39-48
, 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 …
Persistent link: https://www.econbiz.de/10010420964
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Der Wandel von Push- zu Pull-Medien in der Online-Medienarbeit von Luxusmarken: Eine Untersuchung über den Einsatz von Social Media Newsrooms in der Luxusbranche
Maiwald, Anna; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, pp. 8-16
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. …
Persistent link: https://www.econbiz.de/10010420965
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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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Promise, Trust and Betrayal: Costs of Breaching an Implicit Contract
Levy, Daniel; Young, Andrew T. - In: Southern Economic Journal (2021) forthcoming
We study the cost of breaching an implicit contract in a goods market. Young and Levy (2014) document an implicit contract between the Coca-Cola Company and its consumers. This implicit contract included a promise of constant quality. We offer two types of evidence of the costs of breach. First,...
Persistent link: https://www.econbiz.de/10012315236
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Promise, trust and betrayal: Costs of breaching an implicit contract
Levy, Daniel C.; Young, Andrew T. - 2020
We study the cost of breaching an implicit contract in a goods market. Young and Levy (2014) document an implicit contract between the Coca-Cola Company and its consumers. This implicit contract included a promise of constant quality. We offer two types of evidence of the costs of breach. First,...
Persistent link: https://www.econbiz.de/10012802799
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Product Pricing when Demand Follows a Rule of Thumb
Matzke, Christina; Wirth, Benedikt - 2009
We analyze the strategic behavior of firms when demand is determined by a rule of thumb behavior of consumers. We assume consumer dynamics where individual consumers follow simple behavioral decision rules governed by imitation and habit as suggested in consumer research. On this basis, we...
Persistent link: https://www.econbiz.de/10010270001
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Pipes, Taps and Vendors: Managing and Regulating the Unconnected Water Market
Meran, Georg; Siehlow, Markus; von Hirschhausen, Christian - 2018
Against the background of the human rights to water and the SDG No. 6, vendors play a pivotal role for an IWRM-based water supply system in the future. With the help of a micro-economic model, an optimal modal split is derived, the result of which is that not all households should be served by...
Persistent link: https://www.econbiz.de/10011892089
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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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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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Market structure scenarios in international steam coal trade
Trüby, Johannes; Paulus, Moritz - 2011
The seaborne steam coal market changed in recent years. Trade volumes grew dynamically, important players emerged and since 2007 prices increased significantly and remained relatively high since then. In this paper we analyse market equilibria in the years 2006 and 2008 by testing for two...
Persistent link: https://www.econbiz.de/10010293359