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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 : die Strategiequelle ; Zeitschrift für … (2014) 2, 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/10010380722

Integrated web systems as strategic solutions for (successfully) branding the rural boarding houses

Dinu Vasiliu, Codrin <PhD>; Tanasă, Lucian; Brumă, … - In: Agrarian economy and rural development : realities and …, (pp. 62-69). 2016

For the past 15 years, mostly in the context of raising the financing volume for the rural environment, the number of rural boarding houses has been expanding exponentially. This increase has failed yet to be correlated with efficient marketing solutions, the development itself happened rather...

Persistent link: https://www.econbiz.de/10011590366

Ambiguity aversion and the power of established brands

Muthukrishnan, A. V.; Wathieu, Luc - 2007

This paper investigates situations where a sizable sub-set of consumers prefer an inferior (dominated) offer made by an established brand to a superior (dominating) offer made by a less-established brand. Established brands are those for which consumers hold more confident beliefs concerning...

Persistent link: https://www.econbiz.de/10010357571

Dilemmas and challenges in the marketing of hybrid organizations : a theoretical exploration of Dutch sheltered work companies

Torre, Lieske van der; Fenger, Menno; Twist, Marcus J. … - In: International Journal of Financial Studies : open … 2 (2014) 1, pp. 1-14

This article explores the dilemmas and challenges that hybrid organizations face when developing marketing strategies. Hybrid organizations are organizations that combine tasks and characteristics of governmental organizations, private (for profit) organizations, and non-profit organizations. In...

Persistent link: https://www.econbiz.de/10010244007

Branding of private label products by product category : a model suggestion for fmcg market

Sarimehmet, Ayse; Aydin, Samet - In: UTMS journal of economics / University of Tourism and … 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/10012588800

Brand management in a digital world : an examination of Hugo Boss's efforts in social media

Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2012) 1, 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/10010424087

Better brand management through design thinking

Pamfilie, Rodica; Croitoru, Adina-Gabriela - In: Amfiteatru economic : an economic and business research … 20 (2018) 12, pp. 1029-1039

The world is evolving fast, and in a global society that is developing at an astounding pace, borders of any kind are eliminated one at 0 a time. Moreover, the competition between companies is becoming fiercer and fiercer, so the differentiation of products and services has gradually turned into...

Persistent link: https://www.econbiz.de/10014474896

Factors influencing the perception of destination brand luxuriousness

Krupka, Zoran; Dobra, Andreja; Vlašić, Goran - In: Naše gospodarstvo : NG 67 (2021) 4, pp. 74-85

The main purpose of this paper is to identify and investigate the factors that influence the building and managing of luxury destination brands. Based on a review of existing literature, the authors identified eight crucial factors: accommodation quality, quality of gastronomy offers, premium...

Persistent link: https://www.econbiz.de/10012887261

A practitioner-led strategic place brand-management model

Hanna, Sonya; Rowley, Jennifer - In: Journal of marketing management : MM 29 (2013) 15/16, pp. 1782-1815

Persistent link: https://www.econbiz.de/10010235013

The mediating role of brand knowledge on employees' brand citizenship behaviour : does organizational tenure matter?

Long Thang Van Nguyen; Lu, Vinh Nhat; Hill, Sally Rao; … - In: Australasian marketing journal 27 (2019) 3, pp. 169-178

Persistent link: https://www.econbiz.de/10012110329

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