Search Results - person:"Hildebrandt, Lutz"

The effect of information on money-back guarantees on brand attribute perceptions and choices in competitive markets

Heiman, Amir; Hildebrandt, Lutz; Wagner, Udo - 2025

Persistent link: https://www.econbiz.de/10015447576

Marketing as a risk management mechanism with applications in agriculture, resources, and food management

Heiman, Amir; Hildebrandt, Lutz - 2018

Persistent link: https://www.econbiz.de/10011959979

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Marketing as a Risk Management Mechanism with Applications in Agriculture, Resources, and Food Management

Heiman, Amir - 2018

Book / Working Paper

Marketing as a Risk Management Mechanism with Applications in Agriculture, Resources, and Food Management

Heiman, Amir; Hildebrandt, Lutz - 2018

Book / Working Paper

Forty years of the journal "Marketing Zeitschrift für Forschung und Praxis - Journal of Research and Management : Retrospection and prospects

Wagner, Udo; Hildebrandt, Lutz - 2018

Persistent link: https://www.econbiz.de/10011939681

Does umbrella branding really work? : investigating cross-category brand loyalty

Silberhorn, Nadja; Hildebrandt, Lutz - 2012

Numerous studies on the drivers of brand extension success [Aaker and Keller, 1990, Broniarczyk and Alba, 1994, Hem et al., 2003, Völckner and Sattler, 2006] found evidence that parent-brand characteristics and the fit between parent brand and transfer product are the main and most influential...

Persistent link: https://www.econbiz.de/10009526638

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Does umbrella branding really work? Investigating cross-category brand loyalty

Silberhorn, Nadja; Hildebrandt, Lutz - 2012

Book / Working Paper

Does umbrella branding really work? Investigating cross-category brand loyalty

Silberhorn, Nadja; Hildebrandt, Lutz - 2012

Book / Working Paper

Brand equity : how is it affected by critical incidents and what moderates the effect

Hildebrandt, Lutz; Tischer, Sven - 2012

To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the basis of an online experiment. For this purpose, 1,122 usable responses are gathered considering the smartphone brands of Apple and Nokia as well as different scenarios. The...

Persistent link: https://www.econbiz.de/10009632242

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Brand equity: How is it affected by critical incidents and what moderates the effect

Hildebrandt, Lutz; Tischer, Sven - 2012

Book / Working Paper

Brand equity – how is it affected by critical incidents and what moderates the effect

Tischer, Sven; Hildebrandt, Lutz - 2012

Persistent link: https://www.econbiz.de/10011277261

Does umbrella branding really work? : investigating cross-category brand loyalty

Silberhorn, Nadja; Boztuğ, Yasemin; Hildebrandt, Lutz - 2017

Persistent link: https://www.econbiz.de/10011707353

Linking corporate reputation and shareholder value using the publication of reputation rankings

Tischer, Sven; Hildebrandt, Lutz - 2014

Persistent link: https://www.econbiz.de/10010364056

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Linking corporate reputation and shareholder value using the publication of reputation rankings

Tischer, Sven; Hildebrandt, Lutz - 2014

Article

Linking corporate reputation and shareholder value using the publication of reputation rankings

Tischer, Sven; Hildebrandt, Lutz - 2011

Book / Working Paper

Linking corporate reputation and shareholder value using the publication of reputation rankings

Tischer, Sven; Hildebrandt, Lutz - 2011

Book / Working Paper

Linking corporate reputation and shareholder value using the publication of reputation rankings

Tischer, Sven; Hildebrandt, Lutz - 2011

Book / Working Paper

Linking corporate reputation and shareholder value using the publication of reputation rankings

Tischer, Sven; Hildebrandt, Lutz - 2011

Book / Working Paper

Context effects as customer reaction on delisting of brands

Wiebach, Nicole; Hildebrandt, Lutz - 2010

The delisting of brands is frequently used by retailers to strengthen their negotiating position with the manufacturers and suppliers of their product assortment. However, retailers and manufacturers have to consider the risk of potential reactions when customers are faced with a reduced or...

Persistent link: https://www.econbiz.de/10008749823

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