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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 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...
Persistent link: https://www.econbiz.de/10009731063
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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
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'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
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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
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,...
Persistent link: https://www.econbiz.de/10012519955
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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
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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
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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 - Version: January 25, 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/10012543160
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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
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Health Insurance Competition in Germany - The Role of Advertising
Becker, Bettina; Uebelmesser, Silke - School of Business and Economics, Loughborough University - 2010
the market. In this paper, we want to analyse the funds’ advertising activities in the face of the changed competitive … potential effects of competition on funds’ advertising strategies; one of the volume and cost of advertisements and one of their … contents. Our results suggest that competition has been associated with an increase in the amount of advertising. As to the …
Persistent link: https://www.econbiz.de/10008516757
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Product Placement im Fernsehen : die Handhabung der Sonderwerbeform in den USA und in Deutschland im Vergleich
Rimkute, Egle - 2013
Persistent link: https://www.econbiz.de/10009787207