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Brand differentiation in German online job boards : an exemplary evaluation of Siemens' efforts at Stepstone.de to illustrate how a differentiation score model can support employer...

Palinkas, Tami; Botzenhardt, Florian; Pätzmann, Jens - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2014) 2, 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/10010423978

The effect of marketing spending on sales in the premium car segment : new evidence from Germany

Crespo Cuaresma, Jesús; Stoeckl, Matthias - 2012

This paper assesses empirically the relationship between marketing expenditures and sales in the premium car segment in … marketing expenditures at a monthly basis for the years 1998 to 2007. The richness of our data in the time dimension allows for …. We find a robust positive marketing-sales relationship, even after common characteristics of the product life cycle have …

Persistent link: https://www.econbiz.de/10009731063

Sponsoringstudie 2012: wie die Sponsoren der Fußball-Bundesliga von der Stärke der Vereinbsmarken profitieren können ; mit freundlicher Unterstützung von acurelis consulting, accur...

Woisetschläger, David; Backhaus, Christof; Dreisbach, Jan - 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/10009721123

'My Vote for My Mailman' : Appeals to Reciprocity in Communication Campaigns

Horn, Carmen - 2013

We study the influence of an explicit appeal to reciprocity as a design element in communication campaigns. We conduct an experiment based on a real campaign run by Deutsche Post, the German postal service, in which German citizens could participate in a sweepstakes and vote for their mail...

Persistent link: https://www.econbiz.de/10013074537

Acceptance of mobile loyalty cards in the German B2C consumer goods market

Schneider, Sandra - In: International journal of management and economics 57 (2021) 1, pp. 85-102

marketing implementation are given for the confirmed factors. …

Persistent link: https://www.econbiz.de/10012519955

Acceptance of Data Sharing in Smartphone Apps from Key Industries of the Digital Transformation : A Representative Population Survey for Germany

Mohr, Svenja; Cloos, Janis - 2021

The use of smartphone apps has numerous advantages for app providers and users. However, the users of many smartphone apps are confronted with a trade-off between usage benefits and preferences for personal data protection. We investigate the acceptability of data sharing in different...

Persistent link: https://www.econbiz.de/10013240843

Is there a link between sustainability, perception and buying decision at the point of sale?

Lamberz, Julia; Litfin, Thorsten; Teckert, Özlem; … - In: Business systems research : a system view accross … 11 (2020) 3, pp. 1-13

Background If retailers and brand manufacturers of food succeed in presenting their products at the point of sale, quickly generating a high level of attention, the likelihood of a purchase is significantly increased. Particularly, in recent years, they have been relying on the megatrend of...

Persistent link: https://www.econbiz.de/10012414383