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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 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/10010420967

Risikomanagement unter Marketinggesichtspunkten

Bielefeldt, Jonas - 2010

Persistent link: https://www.econbiz.de/10003943229

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

Teck Ming Tan; Devinaga, Rasiah - In: Advances in management & applied economics 1 (2011) 1, pp. 125-150

channel, which constructs a significant contribution to the under-researched area of online branding. Content analysis was … detailed analysis of online trust branding strategies, including communicating brand trust and value, and building brand … branding. Conversely the bank retailers in Malaysia only provided basic online financial services and no guarantee of refund …

Persistent link: https://www.econbiz.de/10009240726

Investigating the factors influence tweens' purchase intention through peer conformity in Taiwan

Tseng, Li-yu; Lee, Tian-shyug - In: Advances in management & applied economics 3 (2013) 3, pp. 259-277

Past research has focused mainly on discovering the relationship between brand image, brand attitude, and purchasing behavior. Such studies have found that consumers will rely on brand preference as the major purchasing reference when they have positive brand attitudes toward products. Because...

Persistent link: https://www.econbiz.de/10009759740

Promotion : branding tool for Macedonia as a tourist destination

Milenkovska, Violeta; Strezovski, Zoran; Milenkovska, Angela - In: UTMS journal of economics / University of Tourism and … 6 (2015) 2, pp. 355-363

In times when competition between countries in the world is stronger, in order to attract as many tourists as possible, and strengthening their brand as a tourist destination, Republic of Macedonia started to build and strengthen its tourism brand. Due to the enormous competition, traditional...

Persistent link: https://www.econbiz.de/10011457345

Brand differentiation in German online job boards : an exemplary evaluation of Siemens' efforts at Stepstone.de to illustrate how a differentiation score model can support employer...

Palinkas, Tami; Botzenhardt, Florian; Pätzmann, Jens - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2014) 2, 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/10010423978

The development and change in city branding : a content analysis of the literature

Oguztimur, Senay; Akturan, Ulun - 2014

The purpose of this study is to systematically review the city branding literature to provide an explicated and … organized view and highlight further research opportunities. In that sense, the articles published on "city branding" and "city … growing interest from different disciplines for city branding as a research domain. Therefore, it is concluded that, city …

Persistent link: https://www.econbiz.de/10011492998

Fashion Systems and Symbolic Production from Historical Chinese Culture : Creating and Managing Global Chinese Brands

Wu, ZhiYan - 2011

historical culture, fashion systems and integrating current branding theories in a more holistic manner contributes a new …

Persistent link: https://www.econbiz.de/10013127805

Spousal Purchasing Behavior as an Influence on Brand Equity

Green, Robert D. - 2010

. This has impacted marital shopping roles and its influence on branding efforts. This is a Main Street (consumer, retail …

Persistent link: https://www.econbiz.de/10013138683

The Reality of Brands : Towards an Ontology of Marketing

Grassl, Wolfgang - 2010

properties that afford branding in the sense of Gibson's ecological psychology. Brand strength is a function of the degree to … which brands occupy defensible niches in product space. Branding as a process involves changing external or internal …

Persistent link: https://www.econbiz.de/10013140079