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How, why, and when disclosure type matters for influencer marketing
Karagür, Zeynep; Becker, Jan-Michael; Klein, Kristina; … - In: International journal of research in marketing : IJRM ; … 39 (2022) 2, pp. 313-335
Persistent link: https://www.econbiz.de/10013271749
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Gamifying employer branding : an integrating framework and research propositions for a new HRM approach in the digitized economy
Küpper, Denise Marie; Klein, Kristina; Völckner, Franziska - In: Human resource management review 31 (2021) 1, pp. 1-15
Persistent link: https://www.econbiz.de/10012484896
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Spielbasiertes Marketing : Marketing weiterdenken mit Spielen und Spieldesign
Klein, Kristina; Eppmann, René - In: Marketing Weiterdenken : Zukunftspfade für eine …, (pp. 487-507). 2020
Persistent link: https://www.econbiz.de/10012302419
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Brand positioning based on brand image-country image fit
Klein, Kristina; Völckner, Franziska; Bruno, Hernan A.; … - In: Marketing science : the marketing journal of the … 38 (2019) 3, pp. 516-538
Persistent link: https://www.econbiz.de/10012038426
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Gameful experience in gamification : construction and validation of a gameful experience scale [GAMEX]
Eppmann, René; Bekk, Magdalena; Klein, Kristina - In: Journal of interactive marketing : a quarterly … 43 (2018), pp. 98-115
Persistent link: https://www.econbiz.de/10011920070
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WTG (Way to Go)! : how to take gamification research in marketing to the next level
Eppmann, René; Klein, Kristina; Bekk, Magdalena - In: Marketing : ZFP ; journal of research and management 40 (2018) 4, pp. 44-52
Persistent link: https://www.econbiz.de/10011939684
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Experimentelle Methoden in der Konsumentenverhaltensforschung
Klein, Kristina - In: Wirtschaftswissenschaftliches Studium : WiSt ; … 52 (2023) 10, pp. 11-16
Persistent link: https://www.econbiz.de/10014383715
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Identitätsbasierte Markenführung : Grundlagen - Strategie - Umsetzung - Controlling
Burmann, Christoph; Halaszovich, Tilo; Schade, Michael; … - 2024 - 5th ed. 2024.
Grundlagen der identitätsbasierten Markenführung -- Strategisches Markenmanagement -- Operatives Markenmanagement -- Identitätsbasiertes Markencontrolling -- Identitätsbasierter Markenschutz -- Internationale identitätsbasierte Markenführung.
Persistent link: https://www.econbiz.de/10014634525
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Dual effect-based market segmentation and price optimization
Theysohn, Sven; Klein, Kristina; Völckner, Franziska; … - In: Journal of business research : JBR 66 (2013) 4, pp. 480-488
Persistent link: https://www.econbiz.de/10010087045
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The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries
Melnyk, Valentyna; Klein, Kristina; Völckner, Franziska - In: Journal of marketing 76 (2012) 6, pp. 21-38
Persistent link: https://www.econbiz.de/10010037711