Search Results - subject_exact:"Markenartikel"

The labor demand implications of brand capital : evidence from trademark transactions

Arellano-Bover, Jaime; Bussotti, Carolina; Paradisi, Matteo - 2026

Brand capital - an intangible asset that differentiates a firm's products - has grown in recent decades, alongside the rise of intangible investments and the decline in the labor share. Trademarks are legal claims on brand capital and are actively traded across firms, providing a setting to...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015618912

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The labor demand implications of brand capital : evidence from trademark transactions

Arellano-Bover, Jaime; Bussotti, Carolina; Paradisi, Matteo - 2026

Book / Working Paper

Revising the concept of a perceived brand globalness : beyond broad market reach

Jadach, Robert; Tłuczak, Agnieszka - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015593552

Involvement as moderator between the antecedents and outcomes of brand avoidance

Mostert, Pierre; Steyn, Derik - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015597336

Effect of consumer brand involvement on brand advocacy : a moderated mediation model

Cheung, Fung Yi Millissa; To, Wai Ming - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015591586

How ephemeral content marketing fosters brand love and customer engagement

Khoi Minh Nguyen; Ngan Thanh Nguyen; Pham, Thao Thi Xuan; … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015638925

Consequences of perceived brand globalness and localness on brand consistency and clarity

Vaziri, Maryam; Llonch-Andreu, Joan; Lopez-Belbeze, Pilar - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015639051

Trade-dress law in India

Mohan, M. P. Ram; Agarwal, Pratishtha - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015640255

Brand protection and counterfeit products : an examination of resourcing

Shepherd, David; Wilson, Jeremy M.; Gaudette, Tiana - 2026

For firms operating in the global marketplace, effective brand protection is a critical defence against competitive risks. Firms allocate resources both internally and externally to protect their brand from the threat posed by counterfeit products. However, little is known about firms' brand...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015643963

Conceptualising and defining the "counterfeit" chameleon

Shepherd, David; Wilson, Jeremy M.; Gaudette, Tiana - 2026

Product counterfeiting is a serious, global problem that is increasingly attracting the attention of academics, businesses, brand protection practitioners, law enforcement, and transnational organisations. Previous research found that consumers' confusion over the definition of the "counterfeit"...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015643966

Effects of the moderating role of trendiness on brand image, E-WOM, brand attitude and online purchase intention : Rashad Maharramov; Bahman Huseynli; Gözde Kandemir Çomoğlu

Maharramov, Rashad; Huseynli, Bahman; Kandemir … - 2026

Purpose- The purpose of the research is to analyse the impact of electronic word-of-mouth (e-WOM), brand image, and consumer attitude on purchase intention, as well as the moderating influence of trendiness on these relationships.Research methodology - The study is quantitative research. Six...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015644302

The influences of brand ethnicity on Chinese consumers' brand attachment, brand trust and purchase intention : focused on domestic brand

Li, Shan; Cao, Tuo; Xu, Ju - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015651590

From engagement to action in hospitality management : brand experience and value co-creation as dual engines of hotel loyalty

Karalazarou, Maria Magdalini; Christou, Evangelos; … - 2026

This study develops and tests an Engagement-Experience-Co-creation-Loyalty (EECL) framework explaining how hospitality brand engagement (HBE) is translated into multidimensional hotel loyalty through two parallel mechanisms: Hospitality brand experience (HBX) and hospitality value co-creation...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015653637

Shopping motives as moderators in sustainable food consumption : gender differences and brand loyalty implications in the Danish food market

Hansen, Torben - 2026

In recent years, consumer preference for sustainable food product attributes has increased. This research aims to investigate the moderating influence of consumers' shopping motives on the interplay among gender, preferences for sustainable attributes, and brand loyalty. An online...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015633833

Strategic price competition between local governments with the brand externalities of reciprocal gifts in the hometown tax donation (Furusato Nozei) system in Japan

Uemura, Toshiyuki - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015559358

Brand hate : unraveling antecedents, moderators, and consequences through meta-analysis

Ladeira, Wagner Junior; Lim, Weng Marc; Sampaio, … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015666222

The power of the unspoken : how brands implicitly reference specific brands in indirect comparative advertising

Kauz, Janina Rebecca; Gollnhofer, Johanna - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015666155

Investigating the role of influencer marketing in shaping luxury brand perceptions

Akter, Salma; Khan, Raihan Ahamed - 2026

This study aims to determine how influencer marketing affects consumer perceptions of luxury brands. It investigates how social media influence customer perception, paying special attention to how exclusivity, desirability, and authenticity are important factors in consumers' perceptions of...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015653884

Four dimensions of brand storytelling : framework for managing and analyzing online brand stories

Zimand-Sheiner, Dorit - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015669285

Integrated brand analysis and strategy : strategic decision guidelines for brand positioning and market strategy

Godbersen, Hendrik - 2026

A method for integrated brand analysis and strategy is developed in this work. The foundation of this method is market research, through which the relevance of brand attributes, their evaluation for competing brands and the market performance of these brands on the steps of the buying process...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015670501

When brand activism meets adversity : consumer reactions to performance- and value-related crises of varying severity

Francioni, Barbara; De Cicco, Roberta; Curina, Ilaria; … - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015665832

Brand advocacy : a scoping review and future research agenda

Shimul, Anwar Sadat; Faroque, Anisur Rahman; Quader, Esnaina - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015665838

The solid past : visual stability of brand logos on consumer attitudes toward nostalgic brands

Xiao, Chunqu; Wang, Chenyu; Zhou, Yayu - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015665851

When negative news fails to deter : the emotional shielding effect of brand attachment on perceived risk

Xue, Xinyuan; Zhang, Yuanbo - 2026

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015671882

The role of a luxury brand for the professional competitiveness of Brazilian business women

Troccoli, Irene; Leite, Patricia; Altaf, Joyce - 2025

This qualitative article explores the significance of a luxury women's shirt brand in fostering the professional competitiveness of Brazilian Generation Y women. It does this by identifying the personal values that motivate women to wear these shirts, based on the Means-End Theory. This theory...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015655187

From service failure to brand loyalty : evidence of service recovery paradox

Lim, Weng Marc; Saha, Victor; Das, Manish - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015486089

Holistic augmented reality brand equity (HARBE) model : building customer-based brand equity through augmented reality

Lambrecht, Anja; Baumgarth, Carsten; Henseler, Jörg - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015486092

Welcome, new brand colleague! : a conceptual framework for efficient and effective human-AI co-creation for creative brand voice

Kirkby, Alexandra; Baumgarth, Carsten; Henseler, Jörg - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015486102

The Yin and Yang of brand portfolio transformations : how conscientious "lighthouse brands" drive sustainability in organisations

Platzek, Florian; Schmitz, Anna-Karina; Faßnacht, Martin; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015486103

Εstablishing relationships between brands and customers via strategic social media chatbots for telecom goods and services

Polimerou, Roxani; Spais, George - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015486167

The dark side of brands : exploring fear of missing out, obsessive brand passion, and compulsive buying

Japutra, Arnold; Gordon-Wilson, Sianne; Ekinci, Yuksel; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015154318

Don't make me hate you, my love! : perceived brand betrayal and the love-becomes-hate phenomenon

Tolunay Kuşçu, Aslı; Veloutsou, Cleopatra - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015158179

Use of online shop chatbots : how trust in seller moderates brand preference and purchase intention

Illescas-Manzano, María; Martínez-Puertas, Sergio; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015117944

Peace brand activism : global brand responses to the war in Ukraine

Tsougkou, Eleni; Sykora, Martin; Elayan, Suzanne; Ifie, … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015147839

Rainbows and laughter : how humor boosts e-Word-of-Mouth for LGBT+ brands on social media

O'Rourke, Anne-Maree; Belli, Alex; Mathmann, Frank; … - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015373126

More than law-abiding : a multi-staged consumer study on brand morality

Wei, Yunyi; Ekinci, Yuksel; Sit, Kokho - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015373146

Disclosing dual manufacturers on private brands : does it change quality and image perception between national and private label brands?

Pérez-Santamaría, Samanta; Martos-Partal, Mercedes - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015373810

BMW is powerful, beemer is not : nickname branding impairs brand performance

Zhang, Zhe; Ye, Ning; Thomson, Matthew - 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015374162

Brand loyalty dissociation : how consumers navigate brand loyalty in the attention economy marketplace

Ivanis, Milos - 2025

Marketing needs to be aware of the complex nature of consumers' brand loyalty in today's attention-scarce marketplace. As such an environment poses significant challenges for consumers, they manifest and navigate brand loyalty in unique ways. An exploration of digital forums and lived...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015211379

Close to consumers : how brands can foster brand loyalty within families

Kauz, Janina Rebecca - 2025

Research shows that brands are embedded in familial consumption practices. However, it is unclear what brands can do to foster their inclusion within a practice. This article shows that brands can embed themselves in family practices by providing materials for practices, fostering extraordinary...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015211380