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Year of publication
Subject
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Markenartikel 13,024 Brand 11,714 Brand management 8,441 Markenführung 8,441 Konsumentenverhalten 7,377 Consumer behaviour 7,368 Markenimage 5,256 Brand image 5,220 Beziehungsmarketing 2,194 Relationship marketing 2,193 Social Web 1,219 Social web 1,219 Werbewirkung 1,025 Advertising effects 1,016 Markentreue 1,012 Brand loyalty 990 Marketingmanagement 989 Theorie 988 Marketing management 980 Theory 980 Online-Marketing 924 Internet marketing 921 Luxusgüter 841 Luxury goods 840 Werbung 722 Deutschland 713 Handelsmarke 690 Store brand 670 Advertising 647 Einzelhandel 556 Retail trade 541 Marketing 531 Emotion 511 Germany 474 Customer satisfaction 434 Kundenzufriedenheit 434 Markenpolitik 412 Markenrecht 400 Trademark law 395 Produktqualität 384
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Online availability
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Undetermined 5,090 Free 2,202 CC license 227 Digitizable 3
Type of publication
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Article 9,345 Book / Working Paper 3,653 Journal 26
Type of publication (narrower categories)
All
Article in journal 7,469 Aufsatz in Zeitschrift 7,469 Aufsatz im Buch 1,026 Book section 1,026 Graue Literatur 518 Non-commercial literature 518 Working Paper 426 Hochschulschrift 418 Arbeitspapier 405 Thesis 286 Collection of articles of several authors 134 Sammelwerk 134 Aufsatzsammlung 102 Conference paper 88 Konferenzbeitrag 88 Bibliografie enthalten 75 Bibliography included 75 Case study 73 Fallstudie 73 Reprint 73 Dissertation u.a. Prüfungsschriften 42 Konferenzschrift 42 Conference proceedings 24 Collection of articles written by one author 16 Sammlung 16 Lehrbuch 15 Handbook 14 Handbuch 14 Textbook 13 Ratgeber 12 Company information 11 Firmeninformation 11 Amtsdruckschrift 10 Government document 10 Guidebook 10 Festschrift 9 Bibliografie 8 Fallstudiensammlung 8 Systematic review 7 Verzeichnis 7
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Language
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English 10,976 German 1,361 Undetermined 622 French 46 Italian 7 Polish 7 Spanish 7 Swedish 6 Dutch 5 Russian 4 Finnish 2 Arabic 1 Bulgarian 1 Danish 1 Croatian 1 Hungarian 1 Multiple languages 1 Portuguese 1
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Author
All
Keller, Kevin Lane 42 Sattler, Henrik 40 Phau, Ian 38 De Chernatony, Leslie 35 Fournier, Susan 34 Dawes, John 33 Baumgarth, Carsten 31 Loureiro, Sandra Maria Correia 31 Bruhn, Manfred 30 Burmann, Christoph 29 Esch, Franz-Rudolf 28 Ko, Eunju 27 Guzman, Francisco 26 Melewar, T. C. 26 Huber, Frank 23 Veloutsou, Cleopatra 23 Sarkar, Abhigyan 22 Romaniuk, Jenni 21 Diamantopoulos, Adamantios 20 Hildebrandt, Lutz 20 Kapferer, Jean-Noël 20 Khan, Imran 20 Bang, Nguyen 19 Japutra, Arnold 19 Meffert, Heribert 19 Sharp, Byron 19 Hruschka, Harald 18 Ind, Nicholas 18 Usman, Osly 18 Bronnenberg, Bart J. 17 Dubé, Jean-Pierre 17 Franses, Philip Hans 17 Han, Heesup 17 MacInnis, Deborah J. 17 Sarkar, Juhi Gahlot 17 Trinh, Giang 17 Valette-Florence, Pierre 17 Zarantonello, Lia 17 Bauer, Hans H. 16 Brandão, Amélia Maria Pinto da Cunha 16
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Institution
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National Bureau of Economic Research 22 Springer Fachmedien Wiesbaden 16 Markenverband 12 Gesellschaft zur Erforschung des Markenwesens 10 European Commission / Joint Research Centre 6 NetLibrary, Inc 6 Verlag Dr. Kovač 6 Europäische Kommission 5 Information Resources Management Association 5 Europäische Kommission / Generaldirektion Umwelt 4 Haufe-Lexware GmbH & Co. KG 4 United States Trademark Association 4 Europäische Kommission / Gemeinsame Forschungsstelle 5109549-X 3 Fördergesellschaft Marketing an der Universität Augsburg 3 Sonderforschungsbereich Quantifikation und Simulation Ökonomischer Prozesse 3 UNCTAD Secretariat 3 Universitat Pompeu Fabra / Departament d'Economia i Empresa 3 AMACOM 2 American Marketing Association 2 Books on Demand GmbH <Norderstedt> 2 Center for Economic Research <Tilburg> 2 Chambre de commerce et d'industrie de Paris 2 Erasmus Research Institute of Management 2 European Commission / Directorate-General for Education, Youth, Sport and Culture 2 European University Institute / Department of Economics 2 Executive Agency for Small and Medium-sized Enterprises 2 Foreign Department of the Continental and Commercial Banks 2 Gesellschaft für Konsum-, Markt- und Absatzforschung 2 Group of Governmental Experts on the Economic, Commercial and Developmental Aspects of Industrial Property in the Transfer of Technology to Developing Countries, Geneva 2 Harvard Graduate School of Business Administration 2 Helmut-Schmidt-Universität/Universität der Bundeswehr Hamburg 2 Hochschule Offenburg 2 Institut für Demoskopie Allensbach 2 Internationale Konferenz "DerMarkentag" <7., 2018, Koblenz> 2 Lehmanns Media GmbH 2 Markendialog <8, 2004, Frankfurt, Main> 2 Nomos Verlagsgesellschaft 2 Oxford Economics Ltd. 2 Pan American Union / General Legal Division 2 United Nations Conference on Trade and Development, Trade and Development Board, Committee on Transfer of Technology 2
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Published in...
All
Journal of business research : JBR 454 The journal of brand management : an international journal 388 The journal of product & brand management 317 Journal of retailing and consumer services 267 Psychology & marketing 117 Asia Pacific journal of marketing and logistics 115 The Trademark reporter 88 International journal of research in marketing : IJRM ; official journal of the European Marketing Academy 87 European journal of marketing : EJM 83 Journal of marketing 75 Journal of marketing research : JMR 75 Markenartikel : das Magazin für Markenführung 75 Journal of marketing communications 74 Journal of strategic marketing 69 Marketing intelligence & planning 69 Journal of fashion marketing and management 66 SpringerLink / Bücher 66 International journal of hospitality management 65 European journal of marketing 63 Journal of advertising research 63 Journal of international consumer marketing 62 Marketing letters : a journal of research in marketing 56 Journal of the Academy of Marketing Science 55 Marketing science 52 International journal of advertising : the review of marketing communications 51 Journal of marketing management : JMM ; journal of the Academy of Marketing 51 Journal of marketing management : MM 50 Journal of promotion management : innovations in planning and applied research 50 International journal of internet marketing and advertising : IJIMA 49 The IUP journal of brand management : IJBRM 49 Cogent business & management 47 The journal of consumer marketing 47 Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS 46 Journal of global marketing 45 International journal of consumer studies 44 International marketing review 44 Industrial marketing management : the international journal for industrial and high-tech firms 43 Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology 43 Qualitative market research : an international journal 42 Journal of international marketing 41
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Source
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ECONIS (ZBW) 12,740 USB Cologne (EcoSocSci) 242 EconStor 24 BASE 5 OLC EcoSci 5 USB Cologne (business full texts) 4 ArchiDok 4
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Showing 1 - 50 of 12,323
 
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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
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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 study...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015655888
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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
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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
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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
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Revising the concept of a perceived brand globalness : beyond broad market reach
Jadach, Robert; Tłuczak, Agnieszka - 2026
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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
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Consequences of perceived brand globalness and localness on brand consistency and clarity
Vaziri, Maryam; Llonch-Andreu, Joan; Lopez-Belbeze, Pilar - 2026
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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
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Trade-dress law in India
Mohan, M. P. Ram; Agarwal, Pratishtha - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015640255
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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
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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
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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
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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
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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...
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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
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Does brand betrayal indeed incite brand hate? : a moderated mediation model of past experience and perceived deception
Yaqub, Rana Muhammad Shahid; Yaqub, Muhammad Zafar; … - 2025
This study investigates whether brand betrayal, caused primarily by deceptive brand communication, incites brand hate among consumers. We performed PLS-based structural equation modeling, using SmartPLS on a dataset comprising 450 respondents selected through Mall Intercept sampling to...
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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
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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
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The role of consumer-based brand equity on the prolongation of trademarks
Pfeifer, Louisa Magdalena; Schreiner, Thomas F.; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015330582
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Unpacking brand co-creation : a single-case study and empirical consolidation of brand co-creation performances following qualitative meta-synthesis
Brand, Lars; Anderski, Matthias; Ströbel, Tim - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015330590
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Role of pharmacists in generic pharmaceutical adoption
Kakehi, Haruo; Nakajima, Ryo - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015187356
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Role of pharmacists in generic pharmaceutical adoption
Kakehi, Haruo; Nakajima, Ryo - 2024
Book / Working Paper
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Influence of individual and social values on customer engagement in luxury thermal spa hotels : the mediating roles of perceived justice and brand experience
Japutra, Arnold; Loureiro, Sandra Maria Correia; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015176726
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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
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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
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Social media marketing and brand loyalty : exploring interrelationships through symmetrical and asymmetrical modeling
Ali, Faizan; Suveatwatanakul, Chokechai; Nanu, Luana; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015190421
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Exploring Africa's heterogenous middle class' brand behaviour in the new digital age : practical insights from a multiple country study
Chikweche, Tendai; Lappeman, James; Mohammed, Hossain; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015191963
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Do cruelty-free practices matter? : the role of consumer speciesism in differential preference for cruelty-free products
Bandopadhyay, Anwesha; Borah, Sourav Bikash; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015192277
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Trademarks related to precious metals and jewellery : empirical Assessment of Class 14 trademarks in India
Mohan, M. P. Ram; Venkitesh, Vijay V.; Gupta, Aditya - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015192287
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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
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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
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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
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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
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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
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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
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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
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From strategy to storefront : CSR and brand competitiveness in franchise networks
Gorovaia, Nina; Hussain, Dildar - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015455894
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Emoji are not all created equal : the effects of emoji variations on brand attitudes, product quality expectations and trial intentions
Deng, Qi; McShane, Lindsay - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015456296
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Fostering love for innovative sustainable brands : a multi-study, multi-method approach
Fazal-e-Hasan, Syed Muhammad; Adil, Mohd; Ahmadi, Hormoz; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015456474
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Intellectual property considerations in the internationalisation of e-commerce platforms for Poland-based brands : a case study of a fashion retailer
Jankowska, Marlena; Pawełczyk, Mirosław; Szpyt, Kamil - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015461425
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Metaverse marketing: a business-to-business analysis of brand strategies and Generation Z engagement in the sports industry
Hussain, Saima; Ahmed, Rizwan Raheem; Štreimikienė, Dalia - 2025
This research explores the interplay between the services the Metaverse industry provides, including brand gamification, Metaverse marketing factors (novelty, interactivity, Influencer), and their impact on brand advocacy and loyalty among Generation Z within the sports industry. Employing a...
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Children preferences for global and local brands : an empirical study drawing on symbolic self-completion theory
Filipovic, Jelena; Gorton, Matthew; Markovic, Stefan - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015463997
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Darker logos are seen as for-profits and lighter logos as nonprofits
Smale, Myungjin C.; Utchhash, Tausif - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015464140
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Embarrassed to observe : the effects of directive language in brand conversation
Andriuzzi, Andria; Michel, Géraldine - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015464222
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The strength of stance : the impact of brand activism on resistance to negative information, purchasing, and premium paying intents across different types of failures
Francioni, Barbara; De Cicco, Roberta; Curina, Ilaria; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015441176
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Tailoring customer segmentation strategies for luxury brands in the NFT market : the case of SUPERGUCCI
Chen, Qiuying; Choi, Beom-Jin; Lee, Sang-Joon - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015441209
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Beyond ESG: unpacking brand loyalty through the emotional mechanisms lenses of attachment and love : a hierarchical regression study of Alibaba in China
Xue, Xiaobo; Tian, Peilin - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015441249
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"Being" with the brand in the metaverse : strengthening brand anthropomorphism to foster brand love
Vernuccio, Maria; Boccalini, Sara; Patrizi, Michela - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015441332
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The retail strategies of luxury fashion firms in the metaverse : enhancing brand experiences
Hu, Lala; Olivieri, Mirko; Giovannetti, Marta; Cedrola, … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015441637
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Unlocking the potential of NFTs in branding : an exploration of NFT-based brand experience
Li, Wenjie; Zubielqui, Graciela Corral de; Hill, Sally Rao - 2025
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TV advertising in Russian FMCG sector : the analysis of expenditure and brand strategies under Russia-Ukraine conflict
Golovanova, Anna M. - 2025
The paper is devoted to econometric analysis of the impact of Russia-Ukraine conflict, which started in February 2022, on TV advertising strategies of fast-moving consumer goods (FMCG) companies. With the help of quantitative methods, the study analyzes changes in TV advertising expenditures of...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015443331
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