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Is co-creation really a booster for brand equity? : the role of co-creation in observer-based brand equity (OBBE)
Kristal, Samuel; Baumgarth, Carsten; Behnke, Carolin; … - In: The journal of product & brand management 25 (2016) 3, pp. 247-261
Persistent link: https://www.econbiz.de/10011548775
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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
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Fits like a glove : how companies can ensure congruence between influencer and brand
Kristal, Samuel; Toth, Laura - In: Transfer : Zeitschrift für Kommunikation und … 68 (2022) 1, pp. 57-62
Persistent link: https://www.econbiz.de/10013165931
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Das Wechselverhalten von Konsumenten im Strommarkt : eine empirische Untersuchung direkter und moderierender Effekte
Henseler, Jörg - 2006 - 1. Aufl.
Persistent link: https://www.econbiz.de/10003238704
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"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
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Markenpolitik : Markenwirkungen - Markenführung - Markencontrolling
Baumgarth, Carsten - 2008 - 3., überarb. und erw. Aufl.
Persistent link: https://www.econbiz.de/10003456546
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Das Wechselverhalten von Konsumenten im Strommarkt : Eine empirische Untersuchung direkter und moderierender Effekte
Henseler, Jörg - 2006 - 1. Aufl.
Persistent link: https://www.econbiz.de/10013515585
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Who owns the customer? : disentangling customer loyalty in indirect distribution channels
Eggert, Andreas; Henseler, Jörg; Hollmann, Sabine - In: The journal of supply chain management : a global … 48 (2012) 2, pp. 75-92
Persistent link: https://www.econbiz.de/10009549713
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Using customer contact centres as relationship marketing instruments
Aa, Zanna van der; Bloemer, Johanna M.; Henseler, Jörg - In: Service business 9 (2015) 2, pp. 185-208
Persistent link: https://www.econbiz.de/10011296073
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Brand worlds : introducing experiential marketing to B2B branding
Österle, Benjamin; Kuhn, Marc; Henseler, Jörg - In: Industrial marketing management : the international … 72 (2018), pp. 71-98
Persistent link: https://www.econbiz.de/10011887286