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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
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
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
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 …
Persistent link: https://www.econbiz.de/10012519955
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
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
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
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
Persistent link: https://www.econbiz.de/10003917458
SWD-Schlagwörter: Wettbewerb, Deutschland, Post. - Freie Schlagwörter (Englisch): Competition, Germany, Postal sector …
Persistent link: https://www.econbiz.de/10010530898