Search Results - subject:"Kommunikationspolitik"

FaceReader as a neuromarketing tool to compare the olfactory preferences of customers in selected markets

Berčík, Jakub; Mravcová, Anna; Sendra Nadal, Esther; … - In: Spanish journal of marketing 29 (2025) 1, pp. 46-64

Purpose The purpose of this paper is to examine FaceReader as a tool to compare the olfactory preferences of two selected countries. This paper examines the olfactory preferences of customers in the bakery department of a grocery store in the Slovak and the Spanish market....

Persistent link: https://www.econbiz.de/10015190404

Influencer marketing unlocked : understanding the value chains driving the creator economy

Libai, Barak; Rosario, Ana Babić; Beichert, Maximilian; … - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 4-28

Persistent link: https://www.econbiz.de/10015192976

Influencer marketing effectiveness : a meta-analytic review

Pan, Meizhi; Blut, Markus; Ghiassaleh, Arezou; Lee, … - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 52-78

Persistent link: https://www.econbiz.de/10015192980

The key role of market orientation in innovation ambidexterity in agribusiness firms

Corchuelo Martínez-Azúa, María Beatriz; Dias, … - In: Review of managerial science : RMS 19 (2025) 1, pp. 39-65

Persistent link: https://www.econbiz.de/10015194516

Strategic-hybrid orientations and perceived business performance in medium/high-tech SMEs

Magalhães-Teixeira, Antonio Manuel; Roldán, José L.; … - In: European business review 37 (2025) 1, pp. 49-81

Persistent link: https://www.econbiz.de/10015197006

Der Einsatz der 4 (Marketing) Politiken im Markt für komplementäre und alternative Medizin - eine Literaturanalyse mit Fallbeispielen und Empfehlungen : Essay

Bergmann, Holger - 2025

Persistent link: https://www.econbiz.de/10015173451

Predictors of social media influencer marketing effectiveness : a comprehensive literature review and meta-analysis

Spörl-Wang, Katja; Krause, Franziska; Henkel, Sven - In: Journal of business research : JBR 186 (2025), pp. 1-15

Persistent link: https://www.econbiz.de/10015154429

Responsive and proactive market orientation and hospital financial performance : the mediating effect of service program innovativeness

Dąbrowski, Dariusz; Kukier, Wioletta; Tybińkowska, Anna - In: Journal of entrepreneurship, management and innovation … 21 (2025) 1, pp. 5-23

Persistent link: https://www.econbiz.de/10015329623

Exploring marketing strategies in wine tourism : a comparative study of Roussillon and Empordà wine regions

Camprubi, Raquel; Goncalves, Olga - In: International journal of wine business research 37 (2025) 1, pp. 1-26

Persistent link: https://www.econbiz.de/10015326986

Battle of influence : analysing the impact of brand-directed and influencer-directed social media marketing on customer engagement and purchase behaviour

Kumar, Ashish; Rayne, Daniel; Salo, Jari; Yiu, Ching Sophia - In: Australasian marketing journal : AMJ ; official journal … 33 (2025) 1, pp. 87-95

Persistent link: https://www.econbiz.de/10015327218