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Brand Work Manifesto : von der "Markentechnik" zur "Neue Marken Arbeit"

Baumgarth, Carsten; Boltz, Dirk-Mario; Hensel, Daniela; … - In: Transfer : Zeitschrift für Kommunikation und … 66 (2020) 3, pp. 28-35

Persistent link: https://www.econbiz.de/10012302548

KI und Markenstimme : Optionen, Erkenntnisse und Agenden

Baumgarth, Carsten; Kirkby, Alexandra - In: Transfer : Zeitschrift für Kommunikation und … 68 (2022) 3, pp. 32-41

Persistent link: https://www.econbiz.de/10013473645

To disclose or not disclose, is no longer the question : effect of AI-disclosed brand voice on brand authenticity and attitude

Kirkby, Alexandra; Baumgarth, Carsten; Henseler, Jörg - In: The journal of product & brand management 32 (2023) 7, pp. 1108-1122

Persistent link: https://www.econbiz.de/10014334406

Exploring the influence of dynamic and self-referencing characteristics in Augmented Reality (AR) on customer-based brand equity : a study on the impact of AR brand experiences and the moderating role of narcissism

Lambrecht, Anja; Baumgarth, Carsten - In: Forum Markenforschung 2023 : Tagungsband der Konferenz …, (pp. 15-33). 2025

Persistent link: https://www.econbiz.de/10015191877

Chapter 10 When Fake Becomes Real: The Innovative Case of Artificial Influencers

Baumgarth, Carsten; Kirkby, Alexandra; Kaibel, Cosima - In: Creativity and marketing : the fuel for success, (pp. 149-167). 2021

Influencer marketing in the traditional sense is changing and taking on a new and creative form. Previously, classic influencers were real, human people, now there is a rise in fake, artificial influencers who are opening up innovative means for brand–influencer collaborations over a variety...

Persistent link: https://www.econbiz.de/10015087135