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Der Wandel von Push- zu Pull-Medien in der Online-Medienarbeit von Luxusmarken: Eine Untersuchung über den Einsatz von Social Media Newsrooms in der Luxusbranche
Maiwald, Anna; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, pp. 8-16
Die Autoren analysieren, ob ein Social Media Newsroom eine Alternative zur herkömmlichen Pressemitteilungen via Email in der Luxusbranche ist. Ausgehend vom Intereffikationsmodell wird aufgezeigt, dass Journalismus und PR in einer Wechselbeziehung der gegenseitigen Einflussnahme stehen. Via...
Persistent link: https://www.econbiz.de/10010420965
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Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 13-23
The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...
Persistent link: https://www.econbiz.de/10010420967
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The impact of brand social media marketing on the dynamics of the company's share value
Fayvishenko, Diana; Cherniavska, Liudmyla; Bondarenko, Iryna - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 24 (2023) 1, pp. 24-32
The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share … campaign in social media. The economics and statistics analysis were used to analyse the costs of social media marketing (SMM … capitalization level. The monographic method is used for a comprehensive and in-depth study of social media marketing, the causal …
Persistent link: https://www.econbiz.de/10014371857
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The use of brand and masculinity archetypes in analysing consumer engagement in advertising
Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 16 (2022) 40, pp. 21-38
Purpose of the article: To review recent research into the connection between brand archetypes and masculinity archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main questions. The first was to find out which brand archetypes and...
Persistent link: https://www.econbiz.de/10014230646
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FMCG Product Endorser Advertising Variable Affect the Purchase Decisions and Brand Loyalty in the Community in the Korwil Jember
Hariyana, Nanik - 2017
Objective – The purpose of this study to determine Endorsers of FMCG effect on Buying Decision and Brand Loyalty in Society in Korwil Jember. Phenomena of this study is the purchasing power of people in the district of Korwil Jember decisions. The purchase and brand loyalty FMCG products with...
Persistent link: https://www.econbiz.de/10012951034
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Generic and Brand Advertising Strategies in a Dynamic Duopoly
Bass (deceased), Frank M. - 2009
To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for capturing market share from competitors and their generic-advertising strategy for increasing primary demand for the category. This paper examines whether, when, and how much...
Persistent link: https://www.econbiz.de/10012766678
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Competitive Advertising on Brand Search : Traffic Stealing and Click Quality
Simonov, Andrey - 2020
We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks if the focalbrand's link is exogenously removed from...
Persistent link: https://www.econbiz.de/10012851987
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TV Advertising Effectiveness and Profitability : Generalizable Results from 288 Brands
Shapiro, Bradley; Hitsch, Günter J.; Tuchman, Anna - 2021
We estimate the distribution of television advertising elasticities and the distribution of the advertising return on investment (ROI) for a large number of products in many categories. Our results reveal substantially smaller advertising elasticities compared to the results documented in the...
Persistent link: https://www.econbiz.de/10013247715
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How advertising avoidance affects visual attention and memory of advertisements
Onișor, Lucian-Florin; Ioniță, Daniela - In: Journal of business economics and management 22 (2021) 3, pp. 656-674
stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising …
Persistent link: https://www.econbiz.de/10012506274
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An Integrated Model of Alternative Mechanisms of In-Store Display and Feature Advertising on Brand Choice
Zhang, Jie - 2006
marketing literature has suggested twoprominent decision mechanisms through which their effects may take place, which I call …
Persistent link: https://www.econbiz.de/10014058388