Zobrazeno 1 - 10
of 45
pro vyhledávání: '"Franziska Völckner"'
Publikováno v:
International Journal of Research in Marketing. 39:1059-1081
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::7f8f4695a6beb9f544001db9986e0067
https://doi.org/10.1016/j.ijresmar.2022.03.002
https://doi.org/10.1016/j.ijresmar.2022.03.002
Publikováno v:
Psychology & Marketing. 38:2240-2246
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::d79e39db9f0fbbdbba1d497849fb95eb
https://doi.org/10.1002/mar.21588
https://doi.org/10.1002/mar.21588
Publikováno v:
SSRN Electronic Journal.
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::ed6e133500ce4aca38f07bca56e8fa5a
https://doi.org/10.2139/ssrn.4286765
https://doi.org/10.2139/ssrn.4286765
Publikováno v:
Journal of Marketing. :002224292311646
Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that parent brand equity and extension fit are the two key succe
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::e26725ae1a2cc6330500089c3e354c30
https://doi.org/10.1177/00222429231164654
https://doi.org/10.1177/00222429231164654
Publikováno v:
Marketing Letters. 28:509-522
This study introduces the concept of attractiveness similarity, empirically examines its main effect and whether it moderates the effect of endorser attractiveness on consumer responses to advertising. The results show a positive main effect of attra
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::d838e8def97deb44a67fb0d09f3096f6
https://doi.org/10.1007/s11002-017-9428-3
https://doi.org/10.1007/s11002-017-9428-3
Publikováno v:
International Journal of Research in Marketing. 34:302-320
In colloquial speech, people frequently link emotions to temperature (e.g., “warm love” or “cold fear”). Likewise, in the business world, the use of emotionally warm and cold appeals reflects an ongoing trend in advertising. However, the cond
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::e8b7c1b99ec40cb16e4163c60aea1757
https://doi.org/10.1016/j.ijresmar.2016.08.005
https://doi.org/10.1016/j.ijresmar.2016.08.005
Publikováno v:
Human Resource Management Review. 31:100686
The digital age calls for digital HRM approaches, as the “digitized” workforce confronts companies with changing requirements regarding their human resource practices. Most importantly, companies need to build strong employer brands to attract, m
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::8d04951d3e817416bd6d5898fb079c38
https://doi.org/10.1016/j.hrmr.2019.04.002
https://doi.org/10.1016/j.hrmr.2019.04.002
Publikováno v:
International Journal of Electronic Commerce. 20:112-141
Online consumer-generated product reviews are a growing phenomenon and have led to the posting of colossal amounts of data by consumers on the Web. These data include consumers’ thoughts, opinions, and feelings about brands and offer firms the oppo
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::8b55ace4174f333d7419ab39ffdea3a4
https://doi.org/10.1080/10864415.2016.1061792
https://doi.org/10.1080/10864415.2016.1061792
Autor:
Jan-Michael Becker, Henrik Sattler, Karen Gedenk, Oliver Schnittka, Franziska Völckner, Isabel Victoria Villeda
Publikováno v:
Schmalenbach Business Review. 67:92-113
Some retailers use their chain names to identify their private labels. We find that chain labeling increases the likelihood that consumers correctly recognize a private label as belonging to a specific retailer, and that on average, chain labeling im
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::f77f48f3878bf7491d5511c77232f852
https://doi.org/10.1007/bf03396925
https://doi.org/10.1007/bf03396925
Publikováno v:
International Journal of Research in Marketing
International Journal of Research in Marketing, Elsevier, 2017, 39 (2), pp.442-461. ⟨10.1016/j.ijresmar.2016.08.006⟩
International Journal of Research in Marketing, Elsevier, 2017, 39 (2), pp.442-461. ⟨10.1016/j.ijresmar.2016.08.006⟩
International audience; Movie industry experts continuously debate whether the industry's enormous investments in stars pay off. Although a rich body of research has addressed the question of whether stars are critical to the success of movies, previ
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::7cce0155b7d7bc002f233bf832de8622
https://hal-normandie-univ.archives-ouvertes.fr/hal-01991308
https://hal-normandie-univ.archives-ouvertes.fr/hal-01991308
