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Business application of viral marketing and Electronic Word-of-mouth. Firm opinions.
Arcos, Virginia Aguilar; Sonia San Martín Gutiérrez; … - In: Cuadernos de Gestión 14 (2014) 01, pp. 15-31
Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged...
Persistent link: https://www.econbiz.de/10011099290
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Business application of viral marketing and Electronic Word-of-mouth. Firm opinions.
Arcos, Virginia Aguilar; Gutiérrez, Sonia San Martín; … - In: Cuadernos de Gestión OF (2013) 13
Traditional word of mouth, which was for many years used as effective advertising that didn't require major investments in mass media, has become a new marketing opportunity with the advent of new technologies and the Internet. Thus, a new marketing strategy called viral marketing has emerged...
Persistent link: https://www.econbiz.de/10010891971
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Sponsoringstudie 2012 – Wie die Sponsoren der Fußball-Bundesliga von der Stärke der Vereinsmarken profitieren können
Woisetschläger, David; Backhaus, Christof; Dreisbach, Jan - Deutsche Zentralbibliothek für … - 2012
Hervorgehend aus der zentralen Bedeutung der Zielsetzung des Transfers von positiven Einstellungsmerkmalen auf die Sponsorenmarke widmet sich die Sponsoringstudie 2012 speziell den folgenden Fragestellungen: 1. Welche Potenziale bieten die Vereine ihren Sponsoren hinsichtlich eines positiven...
Persistent link: https://www.econbiz.de/10010985759
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Effets de parrainage sur le capital de marque et la relation marque-consommateur
Fleck-Dousteyssier, Nathalie - Université Paris-Dauphine (Paris IX) - 2002
Little is known about sponsorship. We propose a conceptual framework explaining the effect of sponsorship on brand … sponsorship. Moreover, three individual variables moderate this effect : implication with the event, implication with the product …
Persistent link: https://www.econbiz.de/10011073086
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CEO and Businesses are Losing Trust: Comparison of EU, USA, Czech and Slovak Republic
Kollmannová, Denisa Kasl - In: Central European Business Review 2012 (2012) 1, pp. 7-13
This article presents an in-depth study based on open-source data analysis (Edelman Trust Barometer and European … Communication Monitor) concerning the general loss of trust, which both commercial companies, governments and in minor scale also … NGO´s have been experiencing since Global Financial Crisis in 2008. Trust is an essential line of corporate communications …
Persistent link: https://www.econbiz.de/10011070692
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Legitimacy and the cost of government
Berggren, Niclas; Bjørnskov, Christian; Lipka, David - In: Public Choice 162 (2015) 3, pp. 307-328
While previous research documents a negative relationship between government size and economic growth, suggesting an economic cost of big government, a given government size generally affects growth differently in different countries. As a possible explanation of this differential effect, we...
Persistent link: https://www.econbiz.de/10011241842
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Trust in Public Institutions over the Business Cycle
Stevenson, Betsey; Wolfers, Justin - Institute for the Study of Labor (IZA) - 2011
the most suffered the biggest loss in confidence in institutions, particularly in trust in government and the financial …We document that trust in public institutions – and particularly trust in banks, business and government – has declined … over recent years. U.S. time series evidence suggests that this partly reflects the pro-cyclical nature of trust in …
Persistent link: https://www.econbiz.de/10008868129
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Trust in Public Institutions over the Business Cycle
Stevenson, Betsey; Wolfers, Justin - CESifo - 2011
the most suffered the biggest loss in confidence in institutions, particularly in trust in government and the financial …We document that trust in public institutions—and particularly trust in banks, business and government—has declined … over recent years. U.S. time series evidence suggests that this partly reflects the pro-cyclical nature of trust in …
Persistent link: https://www.econbiz.de/10008872215
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Trust in Public Institutions over the Business Cycle
Stevenson, Betsey; Wolfers, Justin - C.E.P.R. Discussion Papers - 2011
the most suffered the biggest loss in confidence in institutions, particularly in trust in government and the financial …We document that trust in public institutions--and particularly trust in banks, business and government--has declined … over recent years. U.S. time series evidence suggests that this partly reflects the pro-cyclical nature of trust in …
Persistent link: https://www.econbiz.de/10008925712
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Exploring the Connection between Culture and Taxation: How Trust and Confidence Shape Tax Regimes within Europe
Gulev, Rune Ellemose; Lierse, Hanna - Fakulteta za Management, Univerza na Primorskem
. Specifically, how trust, confidence and equality matter with regard to tax revenues and tax progressivity. Within this regard, we … achieved strong results linking trust and confidence to higher tax revenues and higher tax progressivity. That is, where trust … among societal members is low, and confidence in public institutions is low, regimes opt for low tax revenues and lenient …
Persistent link: https://www.econbiz.de/10009364955