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To disclose or not disclose, is no longer the question : effect of AI-disclosed brand voice on brand authenticity and attitude

Kirkby, Alexandra; Baumgarth, Carsten; Henseler, Jörg - In: The journal of product & brand management 32 (2023) 7, pp. 1108-1122

Persistent link: https://www.econbiz.de/10014334406

Exploring the influence of dynamic and self-referencing characteristics in Augmented Reality (AR) on customer-based brand equity : a study on the impact of AR brand experiences and the moderating role of narcissism

Lambrecht, Anja; Baumgarth, Carsten - In: Forum Markenforschung 2023 : Tagungsband der Konferenz …, (pp. 15-33). 2025

Persistent link: https://www.econbiz.de/10015191877

Chapter 10 When Fake Becomes Real: The Innovative Case of Artificial Influencers

Baumgarth, Carsten; Kirkby, Alexandra; Kaibel, Cosima - In: Creativity and marketing : the fuel for success, (pp. 149-167). 2021

Influencer marketing in the traditional sense is changing and taking on a new and creative form. Previously, classic influencers were real, human people, now there is a rise in fake, artificial influencers who are opening up innovative means for brand–influencer collaborations over a variety...

Persistent link: https://www.econbiz.de/10015087135

"Living the brand" : brand orientation in the business-to-business sector

Baumgarth, Carsten - In: European journal of marketing : EJM 44 (2010) 5, pp. 653-671

Persistent link: https://www.econbiz.de/10003990989

"This theatre is a part of me" : contrasting brand attitude and brand attachment as drivers of audience behaviour

Baumgarth, Carsten - In: Arts marketing : an international journal ; AM 4 (2014) 1/2, pp. 87-100

Persistent link: https://www.econbiz.de/10010431485

Brand orientation of museums : model and empirical results

Baumgarth, Carsten - In: International journal of arts management 11 (2008/09) 3, pp. 30-45

Persistent link: https://www.econbiz.de/10003867545

Integrated model of marketing quality (MARKET-Q) in the b-to-b sector

Baumgarth, Carsten - In: Journal of business market management : jbm 2 (2008) 1, pp. 41-57

Persistent link: https://www.econbiz.de/10003643789

From the classical art to the urban art infusion effect : The effect of street art and graffiti on the consumer evaluation of products

Baumgarth, Carsten; Wieker, Jennifer Bahati - In: Creativity and Innovation Management 29 (2020) S1, pp. 116-127

Persistent link: https://www.econbiz.de/10012190791

Brand orientation : past, present, and future

Baumgarth, Carsten; Merrilees, Bill; Urde, Mats - In: Journal of marketing management : MM 29 (2013) 9/10, pp. 973-980

Persistent link: https://www.econbiz.de/10010194424

Brand orientation : past, present, and future

Baumgarth, Carsten (contributor) - In: Journal of marketing management : MM 29 (2013) 9/10, pp. 981-1142

Persistent link: https://www.econbiz.de/10010194427