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Innovative Markenwissenschaft #3 : Transfer

Baumgarth, Carsten; Boltz, Dirk-Mario; Schmidt, Holger J. - In: Transfer : Zeitschrift für Kommunikation und … 67 (2021) 4, pp. 57-63

Persistent link: https://www.econbiz.de/10012792940

Fresh perspectives on brand management : editorial

Baumgarth, Carsten; Boltz, Dirk-Mario; Schmidt, Holger J.; … - In: Journal of marketing management : JMM ; journal of the … 36 (2020) 11/12, pp. 973-980

Persistent link: https://www.econbiz.de/10012395417

Fresh perspectives on brands

Baumgarth, Carsten (ed.); Boltz, Dirk-Mario (ed.); … - 2020

Persistent link: https://www.econbiz.de/10012395599

Innovative Markenwissenschaft #1 : Methoden

Schmidt, Holger J.; Baumgarth, Carsten; Boltz, Dirk-Mario - In: Transfer : Zeitschrift für Kommunikation und … 67 (2021) 2, pp. 64-69

Persistent link: https://www.econbiz.de/10012595027

Innovative Markenwisssenschaft #2 : Brand Co-Creation and sociopolitical activist Brands

Boltz, Dirk-Mario; Schmidt, Holger J.; Baumgarth, Carsten - In: Transfer : Zeitschrift für Kommunikation und … 67 (2021) 3, pp. 67-71

Persistent link: https://www.econbiz.de/10012648131

Markenbotschafterprogramm : Erfolgsfaktoren eines oft vergessenen Instruments der Internen Markenführung

Baumgarth, Carsten; Schmidt, Holger J.; Hesse, Andreas - In: Transfer : Zeitschrift für Kommunikation und … 65 (2019) 1, pp. 23-27

Persistent link: https://www.econbiz.de/10012003540

To perform or not to perform? : how strategic orientations influence the performance of Social Entrepreneurship Organizations

Lückenbach, Florian; Baumgarth, Carsten; Schmidt, Holger J. - In: Cogent business & management 6 (2019), pp. 1-25

Social Entrepreneurship Organizations (SEOs) aim to solve social, environmental or societal problems even as they strive to work profitably. The achievement of the social mission also requires economic viability and differentiation from the competition. Acting in contested markets, SEOs must,...

Persistent link: https://www.econbiz.de/10012115791

Strengthening internal brand equity with brand ambassador programs : development and testing of a success factor model

Schmidt, Holger J.; Baumgarth, Carsten - In: The journal of brand management : an international journal 25 (2018) 3, pp. 250-265

Persistent link: https://www.econbiz.de/10011884942

How a corporate influencer co-creates brand meaning : the case of Pawel Dillinger from Deutsche Telekom

Hesse, Andreas; Schmidt, Holger J.; Baumgarth, Carsten - In: Corporate reputation review 24 (2021) 4, pp. 191-204

Persistent link: https://www.econbiz.de/10012666292

Was bewegt das Markenmanagement und die Markenforschung in den nächsten Jahren? : Ergebnisse der Delphi-Studie "DieMarkentrends2011"

Baumgarth, Carsten; Boltz, Dirk-Mario - In: Transfer, Werbeforschung & Praxis : Zeitschrift für … 58 (2012) 4, pp. 41-46

Persistent link: https://www.econbiz.de/10009675975