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Creating value for brand practice by design research : new brand sprint as an illustrative example

Baumgarth, Carsten; Boltz, Dirk-Mario; Kaibel, Cosima - In: Journal of creating value 9 (2023) 2, pp. 166-182

Persistent link: https://www.econbiz.de/10014582535

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

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/10009894187

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/10009060655

"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

Sales force impact on B-to-B brand equity: Conceptual framework and empirical test

Baumgarth, Carsten; Binckebanck, Lars - 2010

Persistent link: https://www.econbiz.de/10010300758

To perform or not to perform? How strategic orientations influence the performance of Social Entrepreneurship Organizations

Lückenbach, Florian; Baumgarth, Carsten; Schmidt, Holger J. - In: Cogent Business & Management 6 (2019), pp. 1-25

Social Entrepreneurship Organizations (SEOs) aim to solve social, environmental or societal problems even as they strive to work profitably. The achievement of the social mission also requires economic viability and differentiation from the competition. Acting in contested markets, SEOs must,...

Persistent link: https://www.econbiz.de/10012117449