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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

their possible value proposition in terms of brand management is being analyzed. Online surveys are the digital version of …. The article shows that both methods can deliver a substantial impact on brand management. The formation of generalized … rules when to pick one or the other is not possible due to the highly individual frame conditions in brand management. …

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

Social Media im Recruiting

Schwarz, Annika; Botzenhardt, Florian; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 6-12

Die Autoren untersuchen im vorliegenden Artikel den Einfluss der zunehmenden Nutzung von Social Media auf das Personalmanagement. Dabei liegt der Fokus vor allem auf dem Bereich Employer Branding, weil die Veränderungen des Medienkonsums und Kommunikationsverhalten, die durch die Nutzung von...

Persistent link: https://www.econbiz.de/10010420382

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 … for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most … popular social media platforms. As a conclusion hypotheses about the influence of the media-activities on the brand are …

Persistent link: https://www.econbiz.de/10010420967

Integrierte Produktpolitik: Chancen für Umwelt- und Wirtschaftspolitik verstärkt nutzen

Illge, Lydia - In: DIW Wochenbericht 69 (2002) 50, pp. 873-878

Integrierte Produktpolitik (IPP) in Europa verfolgt als umwelt- und wirtschaftspolitisches Konzept das Ziel, durch innovative, marktfähige Lösungen die negativen Umweltwirkungen von Produkten entlang ihrem gesamten Lebenszyklus zu verringern. Zugleich wird eine Stärkung der...

Persistent link: https://www.econbiz.de/10011601405

Erdgas im Tank für eine schadstoffarme Zukunft

Engerer, Hella; Horn, Manfred - In: DIW Wochenbericht 75 (2008) 50, pp. 788-795

Der Einsatz von Erdgas als Kraftstoff nimmt weltweit zu, besonders stark in lateinamerikanischen und asiatischen Ländern. In einigen europäischen und asiatischen Ländern wird der Einsatz von Erdgas als Kraftstoff vor allem mit dem Ziel verfolgt, die Schadstoffbelastung der Luft zu vermindern....

Persistent link: https://www.econbiz.de/10011601928

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

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

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

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

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