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The impact of the Euro 2012 on popularity and market value of football players
Kiefer, Stephanie - 2012
Eine hohe Popularität und ein hoher Markenwert sind wichtig für das reguläre Gehalt eines Fußballers sowie für seine Werbe- und Sponsorenverträge. Doch wie kann ein Fußballspieler seine Popularität und seinen Markenwert steigern? Das Ziel dieser Studie ist es zu untersuchen, ob gute...
Persistent link: https://www.econbiz.de/10009682076
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Profanity in viral tourism marketing : a conceptual model of destination image reinforcement
Fjelldal, Ida Kristine; Kralj, Anna; Moyle, Brent - In: Journal of vacation marketing 28 (2022) 1, pp. 52-63
Persistent link: https://www.econbiz.de/10012872443
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User generated branding : integrating user generated content into brand management
Arnhold, Ulrike - 2010 - 1. ed.
Persistent link: https://www.econbiz.de/10003939865
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Brand equity dilution through negative online word-of-mouth communication
Bambauer-Sachse, Silke; Mangold, Sabrina - In: Journal of retailing and consumer services 18 (2011) 1, pp. 38-45
Persistent link: https://www.econbiz.de/10008839782
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Online damage control : the effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms
Noort, Guda van; Willemsen, Lotte M. - In: Journal of interactive marketing : a quarterly … 26 (2012) 3, pp. 131-140
Persistent link: https://www.econbiz.de/10009569267
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Creating value for customers through engagement and participation in brand communities
Loureiro, Sandra Maria Correia; Pires, Ana Regina; … - In: International journal of business performance management 16 (2015) 2/3, pp. 114-132
Persistent link: https://www.econbiz.de/10011316447
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Implications of brand communities for rival brands : negative brand ratings, negative stereotyping of their consumers and negative word-of-mouth
Hickman, Thomas M.; Ward, James C. - In: The journal of brand management : an international journal 20 (2012/13) 6, pp. 501-517
Persistent link: https://www.econbiz.de/10009766384
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Understanding the effectiveness of word-of-mouth : an elasticity perspective
Chen, Yimiao; Liu, Fangyi; Fang, Cheng-hsi; Lin, Tom M. Y. - In: Journal of research in interactive marketing : … 7 (2013) 1, pp. 57-77
Persistent link: https://www.econbiz.de/10009730800
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The role of paid and earned media in building entertainment brands : reminding, informing, and enhancing enjoyment
Lovett, Mitchell; Staelin, Richard - 2012
We study the role of social engagement and advertising in building entertainment brands. We develop a structural model of viewing behaviors and apply the model to a data set on a new television program that contains both revealed preferences and self-reported preferences and expectations. We use...
Persistent link: https://www.econbiz.de/10009699396
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Customer engagement in a Facebook brand community
Gummerus, Johanna; Liljander, Veronica; Weman, Emil; … - In: Management research review 35 (2012) 9, pp. 857-877
Persistent link: https://www.econbiz.de/10009660470