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~person:"Langaro, Daniela"
~subject:"Markenführung"
~subject:"Online-Marketing"
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Markenführung
Online-Marketing
Internet marketing
5
Social Web
5
Social web
5
Brand management
4
Consumer behaviour
4
Konsumentenverhalten
4
Brand image
3
Markenimage
3
social media
3
Brand
2
Facebook
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Markenartikel
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Viral marketing
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Virales Marketing
2
AIRBNB
1
Advertising effects
1
Beziehungsmarketing
1
COBRAs
1
Consumer brand engagement
1
Crisis management
1
Customer integration
1
Functional brand image
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Hedonic brand image
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Krisenmanagement
1
Kundenintegration
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Measurement
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Media usage
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Mediennutzung
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Messung
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Non-sponsored branding
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Overall brand equity
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Langaro, Daniela
Kreutzer, Ralf T.
35
Goldfarb, Avi
30
Tucker, Catherine
29
Skiera, Bernd
28
Dwivedi, Yogesh Kumar
26
Wilbur, Kenneth C.
23
Law, Chun Hung Roberts
22
Ghose, Anindya
21
Jerath, Kinshuk
20
Whinston, Andrew B.
20
Edelman, Benjamin
18
Kollmann, Tobias
18
Tucker, Catherine E.
18
Bonatti, Alessandro
17
Chaffey, Dave
17
Karjaluoto, Heikki
17
Lammenett, Erwin
17
Ozuem, Wilson
17
Bergemann, Dirk
16
Decarolis, Francesco
16
Fritz, Wolfgang
16
Okazaki, Shintaro
16
Pelsmacker, Patrick de
16
Rita, Paulo
16
Sayedi, Amin
16
Schultz, Carsten D.
16
Smith, Katherine Taken
16
Harrigan, Paul
15
Stephen, Andrew T.
15
Wirtz, Bernd W.
15
Ahuja, Vandana
14
Bigné Alcañiz, J. Enrique
14
Choi, Yung Kyun
14
Ko, Eunju
14
Kumar, Subodha
14
Loureiro, Sandra Maria Correia
14
Olbrich, Rainer
14
Qiu, Liangfei
14
Schwarz, Torsten
14
Tan, Yong
14
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Journal of marketing communications
2
International journal of internet marketing and advertising : IJIMA
1
The journal of brand management : an international journal
1
The journal of product & brand management
1
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ECONIS (ZBW)
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1
In the eye of the (fire)storm: better safe or sorry? : Crisis communication strategies for managing virality of online negative brand-related content
Langaro, Daniela
;
Loureiro, Sandra Maria Correia
; …
- In:
Journal of marketing communications
30
(
2024
)
3
,
pp. 301-317
Persistent link: https://www.econbiz.de/10014529297
Saved in:
2
Non-sponsored brand-related user-generated content : effects and mechanisms of consumer engagement
St. Davčik, Nebojša
;
Langaro, Daniela
;
Jevons, Colin
; …
- In:
The journal of product & brand management
31
(
2022
)
1
,
pp. 163-174
Persistent link: https://www.econbiz.de/10012798142
Saved in:
3
Users' brand page participation : a new construct to measure participation on social networking sites
Langaro, Daniela
;
Salgueiro, Maria de Fátima
;
Rita, Paulo
- In:
International journal of internet marketing and …
14
(
2020
)
2
,
pp. 135-151
Persistent link: https://www.econbiz.de/10012252807
Saved in:
4
Social media brand engagement in the context of collaborative consumption : the case of AIRBNB
Schivinski, Bruno
;
Langaro, Daniela
;
Fernandes, Teresa
; …
- In:
The journal of brand management : an international journal
27
(
2020
)
6
,
pp. 645-661
Persistent link: https://www.econbiz.de/10012304068
Saved in:
5
Do social networking sites contribute for building brands? : evaluating the impact of users' participation on brand awareness and brand attitude
Langaro, Daniela
;
Rita, Paulo
;
Salgueiro, Maria de Fátima
- In:
Journal of marketing communications
24
(
2018
)
2
,
pp. 146-168
Persistent link: https://www.econbiz.de/10011852935
Saved in:
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