Migration muss unter den Bedingungen der Globalisierung, der weltweiten Krise und der internationalen Vernetzungen staendig neu gedacht werden. In diesem Buch betrachten Wissenschaftler und Praktiker Moeglichkeiten, Bedingungen und Grenzen fuer den Transfer von Wissen und Kompetenzen und die...

Der folgende Beitrag untersucht die Entwicklung der Stadt Schäßburg, so wie sie im Roman Das Klavier im Nebel dargestellt wird. Im Mittelpunkt stehen aber die Beziehungen zwischen den Rumänen und den Siebenbürger Sachsen, die sich nach der Machtübernahme der Kommunisten stark verändern....

An abrupt growth, in terms of the supply of marketing degrees in Portugal, has, recently, been observed, which has contributed for intensifying the concurrence between the institutions of undergraduate education. In this new competitive environment the development of a brand image associated...

The changing cultural paradigms in Latin America have influenced variety of leisure activities and significant implications for development of leisure services. Leisure spending behaviour prompts sequential relationship among customers intending to perform family celebrations in a different...

Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on dimensions that typically capture a person’s personality, and extend that to the domain of brands. The discussions in the paper are woven around the issues concerning brand...

Consumers recognize brands by building favorable attitude towards them and through the purchase decision process. Brand preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in presence of competing brands. This study aims...

In a consumer culture people no longer consume for merely functional satisfaction,but consumption becomes meaning-based, and brands are often used as symbolic resources for theconstruction and maintenance of identity. All human behavior is a symbolic action. People are notjust choosing the best,...

On average, respondents who give a positive answer to a binary free choice attitude question are NOT more likely, if surveyed again, to respond positively than to response negatively. However, stronger brands obtain more repeated positive answers. Our model shows why these two effects have to...

To assess the attitudes with respect to the quality of banks’ service levels, we use survey data amongst more than 250 Chief Financial Officers (CFOs) of a range of Netherlands-based companies. These companies range from small to very large (including multinationals as Philips and Shell)...

This paper explores the consumer value of publicly associating oneself with a brand image. The economic value of such association to the consumer of a brand is coming from its affect on the information exchange between consumers engaged in a search for partnerships with each other. It turns out...