Hochschulen treffen derzeit auf veränderte Rahmenbedingungen. Um langfristig denWettbewerb um Drittmittel, die besten Professoren, wissenschaftlichen Mitarbeiter undStudenten gewinnen zu können, ist eine Differenzierung vom Wettbewerb unumgänglich.Aufbauend auf theoretischen Grundlagen wird...

Im Mittelpunkt der vorliegenden Diplomarbeit steht die Frage, inwiefern Virtual Communities die Anforderungen an den Markenaufbau im Internet erfüllen können. Virtual Communities erfreuen sich z.T. großer Beliebtheit, weil sie verschiedenen menschlichen Bedürfnissen – etwa dem nach...

The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the 'Best Global Brands' (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they...

With an on-site study at a sponsored event, we construct and test competing models to examine the relationship between event attendees, sponsorship, community involvement, and the title sponsor’s brand with respect to purchase intentions. We show that an attendee’s enthusiasm and activeness...

This study empirically examines the relationship between Brand Equity (BE) as the independent variable and Purchase Intention (PI) as the dependent variable in relation to branded baby soaps selectively. While both the variables individually have high level attributes of the customers, the...

Brand image is a prominent marketing tool for many destination marketers. A strong brand image is equivalent to a rise in first-time customer purchase, positive word-of-mouth (WOM) and customer loyalty. Mauritius is a popular holiday destination for Europeans, however, there is a lack of...

This study investigates the congruence between consumer personalities and product images based on the self-congruity perspective. In addition, consumer personality-product image congruence was examined to determine its influences on consumer product preference. Data were obtained from 335...

The trademark doctrine of post-sale confusion is a creation of the lower federal courts that has never been accepted, or even considered, by the Supreme Court. This article argues that the doctrine should be discarded. Courts use the term “post-sale confusion” inconsistently to refer to...

Branding is widely recognized as an important marketing activity, yet marketing executives are challenged to prove the value of branding in clear financial terms. The objective of this chapter is to integrate emerging insights from the literature on branding and shareholder value into a process...