natural gas and find that advertising leaflets had a significant effect on natural gas consumption. We then study three …

emerging and developing countries. This fact is surprising considering the background of relatively low local advertising …Das internationale Werbefestival in Cannes ist einer der wichtigsten internationalen Gradmesser für kreative Werbung …

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer … for brand communication. The authors analyze the positioning of the German premium brand HUGO BOSS throughout the most … popular social media platforms. As a conclusion hypotheses about the influence of the media-activities on the brand are …

The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its … brand equity? And if there were brand image differences between countries, which factors causes them? The authors conducted … school) in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and …

Consumers' attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to … research showed that it is just the name of the brand that can affect consumers' attitudes. It is a derivative of associations … the most important and the cognitive component - the least important. The findings show that gender and brand of …

This introductory piece provides some context to the special edition on business and economic history of Chile and … Latin America. It also provides an introduction to better understanding research and method in business history while …

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements …

bezüglich der Werbung eine bedeutendere Rolle für die Beeinflussung des Kaufverhaltens als die Werbeeinstellung und eignen sich …