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On the strategic use of attention grabbers
Eliaz, Kfir; Spiegler, Ran - In: Theoretical economics : TE ; an open access journal in … 6 (2011) 1, pp. 127-155
When a firm decides which products to offer or put on display, it takes into account the products' ability to attract attention to the brand name as a whole. Thus, the value of a product to the firm emanates from the consumer demand it directly meets, as well as the indirect demand it generates...
Persistent link: https://www.econbiz.de/10011695060
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The senses in anthropological and marketing research : investigating a consumer-brand ritual holistically
Malefyt, Timothy de Waal - In: Journal of business anthropology 4 (2015) 1, pp. 5-30
The study of the senses encompasses a range of approaches from the social sciences and humanities. Anthropology, in particular, turns our attention away from previous considerations of the senses as biologically determined and universally fixed, to more interactive, adaptable and fluid concepts...
Persistent link: https://www.econbiz.de/10011485423
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Marketing self-diagnostic tool for SMEs - assumptions of the project
Weryński, Piotr - 2013
and medium-sized companies of plans for a quasi-experimental testing tool (Marketing self-diagnostic tool ) constructed … for the diagnosis and self-diagnosis of individual attitudes, knowledge, skills and needs in the field marketing … innovation and marketing innovation MSME entrepreneurs. The study was carried out using a triangulation approach to the methods …
Persistent link: https://www.econbiz.de/10011997595
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Telecom branding in Pakistan : network coverage or value added services
Siddiqui, Kamran Ahmed; Ali, Mazhar; Sarki, Irshad Hussain - 2015
Purpose – This study explores the factors of telecom branding in Pakistan. Design/methodology/approach – Survey methodology was used to collect the data and a total of 238 mobile phone users were interviewed for their telecom brand preferences. Findings – Exploratory factor analyses and...
Persistent link: https://www.econbiz.de/10012124693
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Marketing mit Instagram
Nufer, Gerd; Lenzen, Caroline Verena - 2017
Zunahme des mobilen Konsums von Content finden gerade soziale Netzwerke wie Instagram bei der Planung der Marketing … 2017) erfreut sich das Unternehmensprofil des Lebensmitteleinzelhändlers aus Texas großer Beliebtheit. Marketing mit …
Persistent link: https://www.econbiz.de/10011616125
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Endorsements beyond mainstream : an investigation of the prevalence of typical celebrity endorsements and the potential of unconventional endorsement strategies
Schimmelpfennig, Christian - 2015
werden. Die Ergebnisse zeigen, dass - übereinstimmend mit den Anregungen von Marketing-Fachleuten - aktuelle Kampagnen neue …
Persistent link: https://www.econbiz.de/10010511234
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How do emerging countries influence the advertising world of tomorrow? : an analysis of last year's Cannes International Festival of Creativity
Runge, Henrike; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2014) 1, pp. 34-41
marketing industry of how to benefit from them. …
Persistent link: https://www.econbiz.de/10010424084
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Brand management in a digital world : an examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2012) 1, pp. 13-23
The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...
Persistent link: https://www.econbiz.de/10010424087