Die wachsende Verbreitung und Nutzung des Smartphones erhöht die Relevanz von mobilen Inhalten für Konsumenten und Unternehmen. Innerhalb der Markenkommunikation bietet das mobile Medium die Möglichkeit, den Kunden direkt, personalisiert, überall und zu jederzeit mit der jeweiligen Botschaft...

Global market trends move toward increasing global cultural convergence and, at the same time, a need for local cultural differentiation. To address these contradictory forces, the research investigates processes and practices of marketers and consumers in three related cases: Jay Chou (a...

This article focuses on the bundling of products with promised contributions to charity. Two lab experiments and one field study are conducted that compare the effectiveness of promised donations to charity in promoting ‘‘practical necessities'' ( e.g., a box of laundry detergent) to their...

The authors propose a symbolic–instrumental interactive framework of consumer–brand identification (CBI) and explore its predictiveness across 15 countries. Using multinational data, they show that the negative impact of the misalignment between self–brand congruity and perceived quality...

The study attempt to explore the level of customer satisfaction in terms of physical evidence and employee interaction in comparison between earlier established banks (before the year 2008) and newly established banks (after 2008) in the northern region of Batticaloa, Sri Lanka. Results indicate...

Google's new “Interest Based Advertising” (IBA) program represents the company's first foray into what is generally called “Online Behavioral Advertising”: In order to deliver more relevant advertising, Google will begin tailoring ads delivered through AdSense on the Google Content...

A Brand is a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. For a brand to have value, it must be valued by the customer. Brand Equity is normally measured by understanding the customer brand knowledge in...

With the rapid development of the Internet and information technology, consumers have increasingly begun to acquire information through search engines, thus creating profitable advertising opportunities and advancing the practice of paid search advertising. For paid search advertising, a key...

The purpose of this research is to determine what executives can learn from the successful development of the musical band and brand known as U2. To determine this information, a historical study of the U2 journey was conducted with the hopes of uncovering key learning points and takeaways for...

Luxury brands and the Internet communication media seem to be inconsistent at first sight. On the one hand, luxury brands have to maintain the control of their elitism and their image; on the other hand, Internet is defined as a mass media of communication that is basically not selective....