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Wirkung interaktiver Markenauftritte im Internet
Kiss, Greg - 2005
Persistent link: https://www.econbiz.de/10002626912
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Markenführung im Digital Age
Klein-Bölting, Udo; Busch, Oliver
Im Web wächst derzeit die neue Plattform der globalen Wirtschaft - schon jetzt tummeln sich dort 275 Millionen Verbraucher, Tendenz steigend. Offensichtlich trifft das Internet den Zeitgeist unserer heutigen Gesellschaft. Udo Klein-Bölting (Managing Partner von BBDO Consulting) über...
Persistent link: https://www.econbiz.de/10005840499
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Online communication of brand personality : a study of MBA programs of top business schools
Opoku, Robert Ankomah; Caruana, Albert; Pitt, Leyland F.; … - In: Journal of general management 35 (2009/10) 1, pp. 47-64
Persistent link: https://www.econbiz.de/10003898054
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The marketing consequences of IPOs
Fleischer, Victor - In: Betriebswirtschaftliche Forschung und Praxis : BFuP 58 (2006) 5, pp. 457-467
Persistent link: https://www.econbiz.de/10003376258
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Brand extension of online technology products : evidence from search engine to virtual communities and online news
Song, Peijian; Cheng, Zhang; Xu, Yunjie; Huang, Lihua - In: Decision support systems : DSS ; the international journal 49 (2010) 1, pp. 91-99
Persistent link: https://www.econbiz.de/10003953519
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The effect of internet users' information processing strategy on brand attitude
Lee, Kelvin; Šalčiuvienė, Laura; Miller, Kenneth E. - In: Proceedings of the 14th Annual Conference on Marketing …, (pp. 162-172). 2006
Persistent link: https://www.econbiz.de/10003622131
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Do resources mediate the relationships between the internet and performance in the marketing domain? : testing the role of customer orientation and brand equity
Ordanini, Andrea; Rubera, Gaia - In: International journal of internet marketing and … 4 (2007) 1, pp. 4-25
Persistent link: https://www.econbiz.de/10003560099
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The effect of offline brand trust and perceived internet confidence on online shopping intention in the integrated multi-channel context
Hahn, Kim Hongyoun; Kim, Jihyoun - In: International journal of retail & distribution management 37 (2009) 2/3, pp. 126-141
Persistent link: https://www.econbiz.de/10009522024
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Can including pros and cons increase the helpfulness and persuasiveness of online reviews? : the interactive effects of ratings and arguments
Schlosser, Ann E. - In: Journal of consumer psychology : JCP : the official … 21 (2011) 3, pp. 226-239
Persistent link: https://www.econbiz.de/10009259729
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The impact of consumer avatars in Internet retailing on self-congruity with brands
Aguirre-Rodriguez, Alexandra; Bóveda-Lambie, Adriana M.; … - In: Marketing letters : a journal of research in marketing 26 (2015) 4, pp. 631-641
Persistent link: https://www.econbiz.de/10011399164