Over the past decade, researchers have expressed concerns over what seemed to be a paucity of replications. In line with this, editorial policies of some leading marketing journals have been modified to encourage more replications. We conducted an extension of a 1994 study see whether these...

Replication is rare in marketing. Of 1,120 papers sampled from three major marketing journals, none were replications. Only 1.8% of the papers were extensions, and they consumed 1.1% of the journal space. On average, these extensions appeared seven years after the original study. The publication...

This work develops an evaluation framework to Arts-Based Brand Research (ABBR) to make methods comparable. Further the evaluation framework is used to compare four arts-based methods. It turned out that previous studies try to capture the brand image on a verbal cognitive level, but this...

This work develops an evaluation framework to Arts-Based Brand Research (ABBR) to make methods comparable. Further the evaluation framework is used to compare four arts-based methods. It turned out that previous studies try to capture the brand image on a verbal cognitive level, but this...

Zentrales Thema für das Prüfungsfach Marketing: Es wird gut verständlich und unter dem Aspekt Wissenreproduktion aufbereitet dargestellt. Ausdem Inhalt: Grundlagen der Marketingforschung. Definition. Design. Datengewinnung. Datenanalyse. Dokumentation.