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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: Journal of Product & Brand Management 25 (2016) 3, pp. 247-261

Purpose This paper aims to analyse the general effect of co-created products on the brand equity of observers (OBBE). The influence of different implementations of the co-creation approach on the OBBE is tested. It is also discussed whether co-creation can be a strategic method for companies to...

Persistent link: https://www.econbiz.de/10014896952

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

Performative corporate brand identity in industrial markets : the case of German prosthetics manufacturer Ottobock

Kristal, Samuel; Baumgarth, Carsten; Henseler, Jörg - In: Journal of business research : JBR 114 (2020), pp. 240-253

Persistent link: https://www.econbiz.de/10012257485

Why do all good things come to an end? An inquiry into the discontinuation of sport sponsor–sponsee relationships

van Rijn, Mark; Kristal, Samuel; Henseler, Jörg - In: International Journal of Sports Marketing and Sponsorship 20 (2019) 2, pp. 224-241

Purpose: The purpose of this paper is to explore the reasons for the discontinuation of sports sponsor–sponsee relationships and categorize them. Despite the negative outcomes of a sponsorship dissolution, research on this topic is rather scarce. Design/methodology/approach: The paper relies...

Persistent link: https://www.econbiz.de/10012072026

"Die Mitmachmarke" - Forschungsstand und Agenda Brand Co-Creation (BCC)

Baumgarth, Carsten; Kristal, Samuel - In: Transfer, Werbeforschung & Praxis : Zeitschrift für … 61 (2015) 4, pp. 14-20

Persistent link: https://www.econbiz.de/10011410927

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

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

Persistent link: https://www.econbiz.de/10012115791

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

Markenerlebnisse neu gestaltet : erste Einblicke in die Transformation der digitalen Customer Experience durch generative KI : erste Einblicke in die Transformation der digitalen Customer Experience durch generative KI

Kristal, Samuel; Klecha, Dominik Miguel - In: Transfer : Zeitschrift für Kommunikation und … 70 (2024) 4, pp. 40-44

Persistent link: https://www.econbiz.de/10015145285

Social first? : not always! : brand co-creation through regional marketing at Deutsche Telekom

Weretecki, Patrick; Kristal, Samuel - In: Transfer : Zeitschrift für Kommunikation und … 70 (2024) 1, pp. 67-71

Persistent link: https://www.econbiz.de/10014560709