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Influencer Marketing : Grundlagen, Strategie und Management

Seeger, Christof; Kost, Julia F. - 2019

Das Influencer Marketing hat sich in Deutschland in den vergangenen Jahren immer mehr etabliert und entwickelt sich langsam aus der Experimentierphase zu einem wesentlichen Baustein der Marketing-Strategie von Unternehmen. Dabei kristallisieren sich immer mehr Standards und allgemeingültige...

Persistent link: https://www.econbiz.de/10011880430

Physicians' attitude towards direct to consumer advertising of pharmaceutical drugs

Siddiqi, Arslan Ahmad; Ali Shah, Syed Zulfiqar - In: International journal of pharmaceutical and healthcare … 11 (2017) 1, pp. 37-48

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Host country consumers' brand attitudes after cross-border acquisitions

Shi, Tiebing; Li, Jiandong; Lim, Chi Lo - In: The journal of product & brand management 26 (2017) 6, pp. 559-572

Persistent link: https://www.econbiz.de/10011801094

Attitude towards Clearance Sales of Liked and Dislike Brands : A Study of Shopperstop

Khanna, Dr Kamini - 2019

Excitement, Brand Preference, Brand Opinion, Leadership, Price-Image Sensitivity and Peer Influence. Further, it was found that …

Persistent link: https://www.econbiz.de/10012864987

Perceived humorand purchase intention : mediating role of attitude towards the advertisement and brand

Hameed, Irfan; Khan, Muhammad Babar; Shahab, Atif - In: The Lahore journal of business 8 (2019/2020) 2, pp. 55-84

Persistent link: https://www.econbiz.de/10012299283

The surprise effect of ambient ad on the path leading to purchase : testing the role of attitude toward the brand

Ozer, Serhat; Oyman, Mine; Ugurhan, Y. Zafer Can - In: Journal of marketing communications 26 (2020) 6, pp. 615-635

Persistent link: https://www.econbiz.de/10012263760

Negative word of mouth for a failed innovation from higher/lower equity brands : moderating roles of opinion leadership and consumer testimonials

Dalman, M. Deniz; Chatterjee, Subimal; Min, Junhong - In: Journal of business research : JBR 115 (2020), pp. 1-13

Persistent link: https://www.econbiz.de/10012270796

Influencer Marketing : Grundlagen, Strategie und Management

Kost, Julia F.; Seeger, Christof - 2020 - 2., überarbeitete und erweiterte Auflage

Persistent link: https://www.econbiz.de/10012173285

Why unhappy customers are unlikely to share their opinions with brands

Hydock, Chris; Chen, Zoey; Carlson, Kurt - In: Journal of marketing 84 (2020) 6, pp. 95-112

Persistent link: https://www.econbiz.de/10012309680

Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention

Silva, Leonilde Conceição da; Mainardes, Emerson Wagner; … - In: International review on public and non-profit marketing 17 (2020) 3, pp. 353-373

Persistent link: https://www.econbiz.de/10012292924