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Online Surveys vs. Online Observations: A Comparative Analysis of Online Research Methods and their Impact on Brand Management

Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand (2014) 2/2014, pp. 49-56

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...

Persistent link: https://www.econbiz.de/10010352742

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

Recommend or not: A comparative analysis of customer reviews to uncover factors influencing explicit online recommendation behavior in peer-to-peer accommodation

Gong, Xi Yun; Huang, Tao; Choo, Wei Chong - In: European Research on Management and Business Economics … 30 (2024) 1, pp. 1-18

In the fiercely competitive landscape of the peer-to-peer accommodation platform Airbnb, understanding customers' online recommendation behavior is essential for optimizing competitiveness and harnessing the potential of electronic word-of-mouth. This study aims to provide comprehensive insights...

Persistent link: https://www.econbiz.de/10014525657

The communication effects of audience situation and message framing on smoking cessation

Yang, Dong-jenn - In: International Journal of Management, Economics and … 2 (2013) 4, pp. 252-264

This study examined the communication effects of smoking cessation by using message framing (positive messages/negative messages) and audience situation (smoker/nonsmoker and high/low self-efficacy). The study used 207 valid homogeneous subjects and a between-subject experiment method was...

Persistent link: https://www.econbiz.de/10010333192

The role of public awareness campaigns in sustainable development

Borawska, Anna - In: Economic and Environmental Studies (E&ES) 17 (2017) 4, pp. 865-877

The concept of sustainable development has been present in political discourse for many years. Striving to achieve it has become a worldwide priority. Success in this field depends not only on the right government policies. It is also a matter of society engagement. There are different direct...

Persistent link: https://www.econbiz.de/10011984312

How Did They Make It? An Examination of Online Personal Branding: A Pitch

Wong, Charlane - In: Journal of Accounting and Management Information … 16 (2017) 3, pp. 413-420

This paper applies Faff (2017)'s pitching template to an academic research topic in marketing. Specifically, I will provide a reflection on the use of this pitching template and encourage other academic researchers to utilize this template for their research topics.

Persistent link: https://www.econbiz.de/10015196020

Branding of private label products by product category: A model suggestion for FMCG market

Sarimehmet, Ayse; Aydin, Samet - In: UTMS Journal of Economics 12 (2021) 1, pp. 19-31

model for branding private label products. In this study, the relationship between the brand value of the retailer, the real … quality of the product, and the category of the product were evaluated in terms of branding of private label products in fast … moving consumer goods market (FMCG), and a branding model was proposed to comprise the mentioned factors on the branding of …

Persistent link: https://www.econbiz.de/10014465786

Tendencias de investigación en branding enfocadas al adulto mayor: Análisis bibliométrico y revisión sistemática de la literatura

López Rodríguez, Campo Elías; Sandoval Escobar, … - In: Revista de Métodos Cuantitativos para la Economía y … 34 (2022), pp. 305-327

The purpose of this article is to identify research trends in branding and brand building focused on the elderly … results show that there is a recent interest in research on the study of branding and related topics of consumer analysis of …

Persistent link: https://www.econbiz.de/10014494437

Brand Differentiation in German Online Job Boards

Palinkas, Tami; Botzenhardt, Florian; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, pp. 39-48

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/10010420964

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