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Traditionelles WOM vs. eWOM in der Filmindustrie

Aichner, Thomas; Maurer, Oswin; Frötscher, Denise - In: Marketing review St. Gallen : Marketingfachzeitschrift … 37 (2020) 2, pp. 62-69

Persistent link: https://www.econbiz.de/10012222191

Virtual Reality im Tourismus : wie VR das Destinationsmarketing verändern wird

Aichner, Thomas; Maurer, Oswin; Nippa, Michael; … - 2019

Die Autoren untersuchen in diesem essential, welche Rolle Virtual Reality zukünftig im Tourismus spielen wird. Zu diesem Zweck vergleichen sie die beiden verwandten Technologien Virtual Reality und Augmented Reality miteinander und beschreiben aktuelle Anwendungsbereiche im Tourismus....

Persistent link: https://www.econbiz.de/10012401669

Virtual Reality im Tourismus : wie VR das Destinationsmarketing verändern wird

Aichner, Thomas; Maurer, Oswin; Nippa, Michael; … - 2019

Die Autoren untersuchen in diesem essential , welche Rolle Virtual Reality zukünftig im Tourismus spielen wird. Zu diesem Zweck vergleichen sie die beiden verwandten Technologien Virtual Reality und Augmented Reality miteinander und beschreiben aktuelle Anwendungsbereiche im Tourismus....

Persistent link: https://www.econbiz.de/10014013882

Country-of-origin marketing : a list of typical strategies with examples

Aichner, Thomas - In: The journal of brand management : an international journal 21 (2014) 1, pp. 81-93

Persistent link: https://www.econbiz.de/10010234567

Tourism and food : necessity or experience?

Maurer, Oswin - In: The study of food, tourism, hospitality and events : …, (pp. 27-35). 2019

Persistent link: https://www.econbiz.de/10011950470

Competing through manufacturing : countering a product's liability of foreignness through mass customization

Trentin, Alessio; Aichner, Thomas; Sandrin, Enrico; … - In: International Journal of Operations & Production Management 40 (2020) 11, pp. 1661-1683

Purpose: The operational capability of mass customization (MC) allows consumers to obtain products tailored to their idiosyncratic needs. This study aims to provide insights into the potential of this capability for countering a product's liability of foreignness – the negative effect of the...

Persistent link: https://www.econbiz.de/10012412011

Football clubs’ social media use and user engagement

Aichner, Thomas - In: Marketing Intelligence & Planning 37 (2019) 3, pp. 242-257

Purpose: The purpose of this paper is threefold: to measure and compare the degree of social media use (SMU) by football clubs, to assess football fans’ engagement with content posted by football clubs (FCs) and to evaluate differences in user engagement with commercial social media...

Persistent link: https://www.econbiz.de/10012078354

Measuring the degree of corporate social media use

Aichner, Thomas; Jacob, Frank - In: International journal of market research : JMRS ; the … 57 (2015) 2, pp. 257-275

Persistent link: https://www.econbiz.de/10011300234

Social media : opportunities and risks for regional market research

Aichner, Thomas; Perkmann, Urban - In: International journal of market research : JMRS ; the … 55 (2013) 5, pp. 609-610

Persistent link: https://www.econbiz.de/10010197017

Customers' online shopping preferences in mass customization

Aichner, Thomas; Coletti, Paolo - In: Journal of direct, data and digital marketing practice … 15 (2013) 1, pp. 20-35

Persistent link: https://www.econbiz.de/10010256418