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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 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

The Ethics of Online Touristic Counselling: A Matter of Users Satisfaction

Sabou, Gabriel Cristian; Nistoreanu, Puiu; Vlad, Denisa - In: Amfiteatru Economic Journal 16 (2014) Special No. 8, pp. 1279-1287

The large expansion of internet popularity affected, tough in different degrees, almost all sectors of life. Tourism makes no exception, the travel agencies being nowadays confronted with the necessity of keeping the pace with the new technology. Airline companies - and the transport companies...

Persistent link: https://www.econbiz.de/10011724918

Football marketing and its effect on economic boom

Homayounifar, Masuod; Mosaveri, Kamran Pahlavan; … - In: Atlantic Review of Economics 2 (2014), pp. 1-26

Football sport marketing has been considered a tool, on economizing sports, producing the value added and an important … solution for earning income through sports. The aim of this study was to investigate the role of football marketing in the … SPSS and SAS software. The results show that football marketing has significant and positive effect on economic boom. In …

Persistent link: https://www.econbiz.de/10011536982

The research on relationship among online game endorsement, adolescent involvement and game purchase intention

Wu, Chao-Sen; Tsai, Li-Fen - In: International Journal of Management, Economics and … 2 (2013) 3, pp. 205-216

This research aims to probe the influence of online game endorsement on adolescent involvement and game purchase intention. Involvement means the perceived importance and interest stimulate. The high involvement means consumers will spend more time considering and collecting data in order to...

Persistent link: https://www.econbiz.de/10010322376

A review of online trust branding strategies of financial services industries in Malaysia and Australia

Tan, Teck Ming; Rasiah, Devinaga - In: Advances in Management & Applied Economics 1 (2011) 1, pp. 125-150

This study spotlighted on the financial services industry specifically in the creation of brand trust across online channel, which constructs a significant contribution to the under-researched area of online branding. Content analysis was performed on the web sites of top ten bank retailers in...

Persistent link: https://www.econbiz.de/10010333023

Las series audiovisuales como herramienta promocional de un destino turístico: El caso de España

Vila, Noelia Araújo; Brea, José Antonio Fráiz - In: Investigaciones Europeas de Dirección y Economía de … 19 (2013) 1, pp. 8-15

This article collects and analyzes the results of a research project1 that deals with possible synergies between the tourism sector and the audiovisual sector in Spain. Through the qualitative technique of in-depth interview, experts and representatives of those sectors were interviewed. The...

Persistent link: https://www.econbiz.de/10011984966

Institutional Marketing Communications in Role of Attracting Foreign Direct Investments to Bosnia and Herzegovina

Sinanagic, Mustafa; Civic, Beriz; Kamaric, Alma - In: Economic Review: Journal of Economics and Business 10 (2012) 1, pp. 47-62

necessity of having such institutional framework, as well as institutional marketing communications which, together with other …

Persistent link: https://www.econbiz.de/10011985064

Self-Congruence Facets and Emotional Brand Attachment: The Role of Product Involvement and Product Type

Sheeraz, Muhammad; Qadeer, Faisal; Masood, Mirha; … - In: Pakistan Journal of Commerce and Social Sciences 12 (2018) 2, pp. 598-616

as compared to utilitarian brands. The study contributes to marketing literature by discovering product involvement as …

Persistent link: https://www.econbiz.de/10012021970

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