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...

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...

Unter Rückgriff auf ausgewählte Prämissen der Service-Dominant Logic (SDL) werden die Erkenntnisse der etablierten modernen und der soziokulturellen Markenforschung strukturiert. Da die SDL eine Integration dieser Ansätze ermöglicht, entsteht eine neue, holistische Perspektive auf das...

Many firms have introduced internet-based customer self-service applications, such as online payments or brokerage services. Despite high initial signup rates, not all customers actually shift their dealings online. We investigate whether the multi-stage nature of the adoption process (an...

This paper assesses empirically the relationship between marketing expenditures and sales in the premium car segment in Germany. We employ a new data-set which contains model-specific data on sales (i.e. registrations), restyling activities and marketing expenditures at a monthly basis for the...

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...

The consumer goods market is characterized by strong competition. Thus, to bind customers to the company, a higher priority needs to be attributed to customer retention measures. Such measures include the loyalty card, but the use of the physical card is declining. To counteract this decline,...

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...

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...

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...