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Virtual Reality als Instrument zur Gewinnung von Nutzerfeedback zu Technologieszenarien am Beispiel urbaner Mobilität
Ruess, Patrick; Wingartz, Nathalie - In: HMD Praxis der Wirtschaftsinformatik 57 (2020) 2, pp. 230-243
In diesem Artikel wird eine Methode zur Gewinnung von Nutzerfeedback beschrieben, die eine Virtual-Reality-Applikation (VR) als Informationsträger für die Vermittlung der Befragungsinhalte einsetzt. Die Methode wurde im Rahmen des Forschungsprojekts „2049: Zeitreise Mobilität“ des...
Persistent link: https://www.econbiz.de/10014503649
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Innovation, loyalty and generic competition in pharmaceutical markets
Antoñanzas, Fernando; Juárez-Castelló, Carmelo; … - In: SERIEs - Journal of the Spanish Economic Association 2 (2011) 1, pp. 75-95
We analyze how a manufacturer with a brand-name drug close to patent expiration decides to launch a product …
Persistent link: https://www.econbiz.de/10010317100
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Brand Reputation and the Cost of Capital: Evidence of Adopting a Brand Name as the Corporate Name
Wu, YiLin - In: The Journal of Entrepreneurial Finance (JEF) 15 (2011) 2, pp. 29-63
This paper studies how the capital market perceives brand name adoption. I distinguish between brand adoption and … radical type of corporate name change. A brand adoption name change occurs when the firm adopts one of its well …. Improved profitability and increased net investment accompany brand name adoption. After controlling for changes in the …
Persistent link: https://www.econbiz.de/10010343147
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Franchise business as a generator of development in Central Europe
Baresa, Suzana; Ivanovic, Zoran; Bogdan, Sinisa - In: UTMS Journal of Economics 8 (2017) 3, pp. 281-293
The franchise in the global marketplace enables many globally known brands. With its business concept, it enables integration, learning and acceptance of various cultural, historical, religious and other customs and habits. Consumers prefer a proven and expected standard product quality and...
Persistent link: https://www.econbiz.de/10011994730
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The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework
Delafrooz, Narges; Rahmati, Yalda; Abdi, Mehrzad - In: Cogent Business & Management 6 (2019), pp. 1-14
The present study aimed at exploring the extent to which users model their behavior-as well as their brand attitudes … distinction can help marketers and social media experts discover the most likely perspectives of brand management. The statistical … communications, brand attitude, brand relationship quality, and Instagram usage influence the manifestation of eWOM in the Instagram …
Persistent link: https://www.econbiz.de/10012117407
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Linking brand and competitive advantage: The mediating effect of positioning and market orientation
Rua, Orlando Manuel Martins Marques de Lima; Santos, … - In: European Research on Management and Business Economics … 28 (2022) 2, pp. 1-10
The purpose of this paper is to analyze the relationship between brand and competitive advantage (through … industry, to which a questionnaire survey was applied. The results show that (1) brand has a significant direct impact on … advantage through differentiation, and (4) positioning has a mediating effect on the relationship between brand and competitive …
Persistent link: https://www.econbiz.de/10014525688
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The Effect of Perceived CEO Overconfidence on Consumers' Product and Brand Evaluations
Hilgert, Lara Katharina - In: Junior Management Science (JUMS) 5 (2020) 3, pp. 371-391
as well as its influence on perceived brand personality. The results of the study show that revealed verbally … communicated overconfidence leads to lower ratings of the product, a lower general attitude towards the brand, lower trust in the … brand and lower ratings of descriptiveness regarding the brand personality trait competence. The negative impact of CEO …
Persistent link: https://www.econbiz.de/10014528955
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The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude
Ülker-Demirel, Elif; Yıldız, Erkan - In: Istanbul Business Research (IBR) 49 (2020) 2, pp. 339-359
research, is to test the effects of attitude toward actor and character on attitude toward movies, product placement, and brand … brand. Furthermore, the effect of the attitude toward movies and product placement has a serial mediating effect on the … relationship between the attitude toward the actor, the character and the brand. …
Persistent link: https://www.econbiz.de/10012873450
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A systematic mapping study on customer loyalty and brand management
Tartaglione, Andrea Moretta; Cavacece, Ylenia; Russo, … - In: Administrative Sciences 9 (2019) 1, pp. 1-21
competitive advantages and financial outcomes. Literature is prolific of works regarding customer loyalty and brand management. In … 337 publications on customer loyalty and brand management from 2000 to 2018. The results present the most cited works on …
Persistent link: https://www.econbiz.de/10012612045
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Examining customer-brand relationships: A critical approach to empirical models on brand attachment, love, and engagement
Gómez-Suárez, Mónica - In: Administrative Sciences 9 (2019) 1, pp. 1-16
interest of both practitioners and researchers lately. Based on the consumer-brand relationship literature, a theoretical model …, turning the consumer into the best brand promoter. …
Persistent link: https://www.econbiz.de/10012612047