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~isPartOf:"Innovatives Markenmanagement"
~isPartOf:"Journal of promotion management : innovations in planning and applied research"
~subject:"Markenführung"
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Markenführung
Brand management
139
Consumer behaviour
119
Konsumentenverhalten
119
Online-Marketing
89
Internet marketing
78
Markenimage
78
Markenpolitik
74
Social Web
73
Social web
73
Brand image
70
Advertising effects
65
Werbewirkung
65
Beziehungsmarketing
52
Relationship marketing
52
Advertising
46
Werbung
46
Deutschland
38
Germany
35
Brand
28
Markenartikel
28
Viral marketing
28
Virales Marketing
28
social media
23
Marketing
20
Marketing management
20
Marketingmanagement
20
Customer satisfaction
16
Kundenzufriedenheit
16
Emotion
15
Marke
12
Instagram
11
Internationales Marketing
11
Sponsoring
11
Sponsorship
11
Vertrauen
11
Automotive industry
10
Celebrity endorsement
10
Celebrity-Werbung
10
Indien
10
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70
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69
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71
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71
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54
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25
Case study
2
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1
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1
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English
79
German
60
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Burmann, Christoph
17
Loureiro, Sandra Maria Correia
8
Sarmento, Eduardo Moraes
3
Yang, Jing
3
Abraham, Eike Jonas
2
Adomeit, Malte
2
Bang Nguyen Viet
2
Becker, Christian
2
Bilro, Ricardo Godinho
2
Blinda, Lars
2
Boch, Sonja
2
Dierks, Alexander
2
Eilers, Daniela
2
Ermer, Beatrice
2
Fink, Tanja
2
Guerreiro, João Pedro Silva Martins
2
Hanisch, Stephan
2
Hegner, Sabrina
2
Hiddessen, Jana
2
Hirmer, Annette-Louise
2
Horstmann, Florian
2
Ibrahim, Blend
2
Jentschke, Mirjam
2
Kanitz, Christopher
2
Kleine-Kalmer, Barbara
2
Kohtes, Robert
2
Krause, Juliane
2
Lienemann, Andre Jann
2
Maier, Florian
2
Mueller, Andreas
2
Müller, Jenny
2
Rippe, Kai
2
Rita, Paulo
2
Roßmann, Patrick
2
Rößler, Ayla
2
Schallehn, Mike
2
Stichnoth, Fabian
2
Stolle, Wulf
2
Wegener, Katrin M.
2
Xue, Fei
2
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Springer Fachmedien Wiesbaden
16
Springer Gabler <Firma>
1
Universität Bremen
1
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Innovatives Markenmanagement
Journal of promotion management : innovations in planning and applied research
Journal of business research : JBR
583
The journal of brand management : an international journal
552
The journal of product & brand management
386
Journal of retailing and consumer services
286
SpringerLink / Bücher
257
European journal of marketing : EJM
125
Psychology & marketing
112
Industrial marketing management : the international journal for industrial and high-tech firms
106
Asia Pacific journal of marketing and logistics
105
Journal of marketing communications
104
International journal of hospitality management
103
Marketing intelligence & planning
103
Journal of marketing management : MM
101
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
97
The IUP journal of brand management : IJBRM
92
Journal of strategic marketing
87
Journal of marketing
77
Journal of the Academy of Marketing Science
76
Springer eBook Collection
75
Marketing letters : a journal of research in marketing
70
Journal of promotion management : JPM
67
International journal of internet marketing and advertising : IJIMA
66
Journal of fashion marketing and management
65
Journal of international consumer marketing
65
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
63
Tourism management : research, policies, practice
62
International journal of advertising : the review of marketing communications
61
International marketing review
61
Journal of advertising research
61
Qualitative market research : an international journal
59
Cogent business & management
56
Journal of global marketing
56
Research
56
Journal of marketing management : JMM ; journal of the Academy of Marketing
55
Journal of marketing research : JMR
55
International journal of contemporary hospitality management
53
Business horizons
52
Journal of travel and tourism marketing
52
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ECONIS (ZBW)
139
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139
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1
A simplified mobile advertising model to study advertising spreading through personal social networks and branded apps
Garcia-Davalos, Alexander
;
Garcia-Duque, Jorge
- In:
Journal of promotion management : innovations in …
29
(
2023
)
8
,
pp. 1104-1137
Persistent link: https://www.econbiz.de/10014369753
Saved in:
2
Analyzing the influence of social media influencer's attributes and content esthetics on endorsed brand attitude and brand-link click behavior : the mediating role of brand content...
Mir, Imran Anwar
;
Salo, Jari
- In:
Journal of promotion management : innovations in …
30
(
2024
)
1
,
pp. 1-28
Persistent link: https://www.econbiz.de/10014447577
Saved in:
3
(Over)eating with our eyes : an examination of mukbang influencer
marketing
and consumer engagement with food brands
Dam, Linda
;
Basaran Borsai, Anne Marie
;
Burroughs, Benjamin
- In:
Journal of promotion management : innovations in …
30
(
2024
)
2
,
pp. 227-251
Persistent link: https://www.econbiz.de/10014447612
Saved in:
4
A comparison of lifestyle
marketing
and brand influencer advertising for Generation Z Instagram users
Hazari, Sunil
;
Sethna, Beheruz N.
- In:
Journal of promotion management : innovations in …
29
(
2023
)
4
,
pp. 491-534
Persistent link: https://www.econbiz.de/10013550371
Saved in:
5
Consumers' journey toward brand loyalty using social media brand community engagement : a case of fashion brands
Kiran, Faiqa
;
Lodhi, Suleman Aziz
;
Sabbir, Rizwan
; …
- In:
Journal of promotion management : innovations in …
30
(
2024
)
1
,
pp. 129-156
Persistent link: https://www.econbiz.de/10014447588
Saved in:
6
Consumer engagement with restaurant brand pages : a multidimensional categorization of antecedents and consequences
Rasty, Fereshte
;
Nasab, Seyyed Mohammad Tabataba'i
; …
- In:
Journal of promotion management : innovations in …
29
(
2023
)
7
,
pp. 1015-1052
Persistent link: https://www.econbiz.de/10014330952
Saved in:
7
The younger, the TikToker : investigating social media ad platforms for young American and Chinese users
Choi, Yunmi
;
Shim, Sung Wook
;
Jeon, Minhee
- In:
Journal of promotion management : innovations in …
30
(
2024
)
3
,
pp. 513-532
Persistent link: https://www.econbiz.de/10014513562
Saved in:
8
Influence of ethically-minded consumer behavior, digital citizenship, and retailers' green positioning on the effectiveness of store flyer sales promotions (paper vs. digital)
Costa, Ana Sofia
;
Azevedo, António
- In:
Journal of promotion management : innovations in …
30
(
2024
)
4
,
pp. 681-705
Persistent link: https://www.econbiz.de/10014513569
Saved in:
9
Mega-influencers as online opinion leaders : establishing cosmetic brand engagement on social media
Fitriati, Rachma
;
Siwi, Inggit Sekar Madu
;
Munawaroh
; …
- In:
Journal of promotion management : innovations in …
29
(
2023
)
3
,
pp. 359-382
Persistent link: https://www.econbiz.de/10013550351
Saved in:
10
The moderating effect of the use of virtual reality technologies in the branding of the cultural tourism sector : an analysis from the brand heritage
Escandon-Barbosa, Diana
;
Salas-Paramo, Jairo
; …
- In:
Journal of promotion management : innovations in …
30
(
2024
)
4
,
pp. 533-551
Persistent link: https://www.econbiz.de/10014513563
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