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Markencontrolling: Markenerfolg messbar machen
Kilian, Karsten; Müller, Michael - In: PraxisWISSEN Marketing 1 (2016) 01/2016, pp. 1-21
Die wertmäßige Gesamtwirkung einer Marke wird als Markenwert bezeichnet. Der Wert einer Marke dient dem Management zur … Markensteuerung sowie als Führungsund Informationsinstrument. Der Markenwert stellt die zentrale Kenngröße im Markencontrolling dar …
Persistent link: https://www.econbiz.de/10013270947
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Sustaining the brand idea in electronic environments
Kollmann, Tobias; Suckow, Christina - Universität <Duisburg-Essen> / Lehrstuhl für … - 2008
In addition to the functional value of a brand, the academic branding literature also emphasises the symbolic function of a brand. The importance of emotional values is often stressed by the necessity to create strong customer-brand relationships for building brand equity. Since the brand is a...
Persistent link: https://www.econbiz.de/10005867731
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Marktorientierte Markenbewertung : Schnittstelle zwischen Marketingmanagement und Marketingcontrolling
Bekmeier-Feuerhahn, Sigrid - In: Handbuch Marketing-Controlling : Effektivität und …, (pp. 443-458). 2006
Persistent link: https://www.econbiz.de/10003409097
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Can after sale service generate brand equity?
Ahmad, Sajjad; Butt, Muhammad Mohsin - In: Marketing intelligence & planning 30 (2012) 3, pp. 307-323
Persistent link: https://www.econbiz.de/10009570864
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Generating global brand equity through corporate social responsibility to key stakeholders
Torres, Anna; Bijmolt, Tammo H. A.; Tribó, Josep A.; … - In: International journal of research in marketing : IJRM ; … 29 (2012) 1, pp. 13-24
Persistent link: https://www.econbiz.de/10009552156
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The influence of social class on the perceptions of country of origin : national brands produced in overseas locations
Miranda, Mario Joseph; Parkvethee, Narissara - In: Marketing intelligence & planning 31 (2013) 4, pp. 388-404
Persistent link: https://www.econbiz.de/10010340511
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Steve Jobs' immortal quest and the heroic persona
Sonnenfeld, Jeffrey A. - In: Journal of business and management : JBM 19 (2013) 1, pp. 59-68
Persistent link: https://www.econbiz.de/10010240803
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Big Data : friend or foe of digital advertising? ; five ways marketers should use digital Big Data to their advantage
Fulgoni, Gian - In: Journal of advertising research 53 (2013) 4, pp. 372-376
Persistent link: https://www.econbiz.de/10010245524
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The organic view of the brand : a brand value co-creation model
Iglesias, Oriol; Ind, Nicholas; Alfaro, Manuel - In: The journal of brand management : an international journal 20 (2012/13) 8, pp. 670-688
Persistent link: https://www.econbiz.de/10010197488
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Adding value to service brands through innovation : a framework for emerging economies
Guceri-Ucar, Gozem; Koch, Stefan - In: Innovations in services marketing and management : …, (pp. 1-26). 2014
Persistent link: https://www.econbiz.de/10010200753