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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
The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...
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 goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...
Persistent link: https://www.econbiz.de/10010420967
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Students' perceptions of the use of artificial intelligence in educational services
Djokic, Ines; Milićević, Nikola; Djokic, Nenad; … - In: Amfiteatru Economic 26 (2024) 65, pp. 294-310
students. It is the first implementation of that eight-factor instrument modelled as a reflective-formative hierarchical … significantly formed the use of AI in education (UAIEd) from students' perspective, whereas the largest contribution could be … analysis, and students' grade and evaluation. Some general recommendations for higher education institutions were also provided. …
Persistent link: https://www.econbiz.de/10014465479
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Quality of the Teaching Process and its Factors of Influence from the Perspective of Future Business Specialists
Drule, Alexandra-Maria; Popa, Irimie Emil; Nistor, Razvan; … - In: Amfiteatru Economic Journal 16 (2014) 37, pp. 827-840
, internationalization and increasing competition among higher education institutions to attract both students and financing, it is necessary … and modernizing educational services, and students, as the primary beneficiaries of education, are the first to be … included in this process. Therefore, the goal of this research is to identify the perceptions of students specializing in the …
Persistent link: https://www.econbiz.de/10011724886
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The impact of innovative commercial technologies on students' behaviour of an economic university
Anghel, Laurentiu-Dan; Vrânceanu, Diana Maria; Filip, Alina - In: Amfiteatru Economic Journal 17 (2015) 39, pp. 600-614
students from the Bucharest University of Economic Studies towards the adoption of innovative retail technologies within … hypermarkets in Romania, based on a selective marketing research, conducted on a sample of 359 students from undergraduate and …
Persistent link: https://www.econbiz.de/10011724962
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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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Brand Differentiation in German Online Job Boards
Palinkas, Tami; Botzenhardt, Florian; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, pp. 39-48
The increasing overload of information that bothers people is affecting businesses on online job boards as well. Although there is no doubt about the benefits of those platforms, companies are threatened to get lost in the sheer mass of similar advertisements. Considering the background of the...
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
Die Autoren analysieren, ob ein Social Media Newsroom eine Alternative zur herkömmlichen Pressemitteilungen via Email in der Luxusbranche ist. Ausgehend vom Intereffikationsmodell wird aufgezeigt, dass Journalismus und PR in einer Wechselbeziehung der gegenseitigen Einflussnahme stehen. Via...
Persistent link: https://www.econbiz.de/10010420965
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Critical Success Factors for Online-Shops of Drugstores
Svechla, Sabrina; Fischer, Jessica; Ferdinand, Hans-Michael - In: Markenbrand (2014) 2/2014, pp. 17-25
The digitalization of the every-day life also affects buying habits of customers. Changes that take place regarding these habits result in an increasing number of e-commerce retailers. Online-shops in the business-to-consumer field are especially successful with apparel and electronic products....
Persistent link: https://www.econbiz.de/10010420966