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Strategisches Employer Branding als Erfolgsfaktor im „War for Talents"?
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- Transfer: Zeitschrift für Kommunikation & Markenmanagement, 2024, v. 70, n. 3, p. 30
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- Article
Gamification als Erfolgsfaktor moderner Markenführung: Das Beispiel SHEIN.
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- Marketing Review St. Gallen, 2023, n. 5, p. 60
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- Article
Location-Based Advertising: Privacy Concerns No Big Deal.
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- Marketing Review St. Gallen, 2016, n. 6, p. 56
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- Article
Zufriedenheit im Premium-Automobil-segment irrelevant?
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- Marketing Review St. Gallen, 2016, n. 3, p. 30
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- Article
Internal Branding - Relevance, Management and Challenges.
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- Marketing Review St. Gallen, 2015, v. 32, n. 1, p. 52, doi. 10.1007/s11621-015-0506-8
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- Article
Vermittlung von Markenerlebnissen durch die Nutzung von Big Data.
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- Marketing Review St. Gallen, 2014, v. 31, n. 1, p. 56, doi. 10.1365/s11621-014-0321-7
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- Article
Brand Delivery — Erfolgsfaktor der Markenführung.
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- Marketing Review St. Gallen, 2013, v. 30, n. 6, p. 12, doi. 10.1365/s11621-013-0296-9
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- Article
Augen auf bei der Sponsorenwahl.
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- Marketing Review St. Gallen, 2013, v. 30, n. 1, p. 36, doi. 10.1365/s11621-013-0187-0
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- Article
Kaufmotive indischer Nachfrager - Eine branchen- und segmentspezifische Analyse.
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- Marketing Review St. Gallen, 2012, v. 29, n. 3, p. 14, doi. 10.1365/s11621-012-0132-7
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- Article
Identitätsbasierte Führung von Luxusmarken - Eine Analyse am Beispiel von Bugatti und Maybach.
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- Marketing Review St. Gallen, 2012, v. 29, n. 1, p. 42, doi. 10.1007/s11621-012-0110-0
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- Article
Markenherkunft - Wie der Raum das Markenimage beeinflusst.
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- Marketing Review St. Gallen, 2010, v. 27, n. 3, p. 20, doi. 10.1007/s11621-010-0042-5
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- Article
The challenge of pharmaceutical brand architecture: A theoretical analysis based on the Brand Architecture Model (B.A.M.).
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- Marketing Review, 2012, v. 12, n. 3, p. 309, doi. 10.1362/146934712X13420906885520
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- Article
Zum Einfluss der räumlichen Markenherkunft auf den Markennutzen und die Markenpersönlichkeit: Erstbefunde einer kausalanalytischen Untersuchung im Wachstumsmarkt Indien.
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- Marketing ZFP - Journal of Research & Management, 2013, v. 35, n. 4, p. 272, doi. 10.15358/0344-1369_2013_4_272
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- Article
Reverse Product Placement.
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- Marketing ZFP - Journal of Research & Management, 2013, v. 35, n. 3, p. 233, doi. 10.15358/0344-1369_2013_3_233
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- Article
Messung und Wirkung von Strategieveränderungen.
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- Marketing ZFP - Journal of Research & Management, 2002, p. 6
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- Article
Should Brands Talk about Environmental Sustainability Aspects That "Really Hurt"? Exploring the Consequences of Disclosing Highly Relevant Negative CSR Information.
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- Sustainability (2071-1050), 2023, v. 15, n. 22, p. 15909, doi. 10.3390/su152215909
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- Article
Ranking the Performance of Universities: The Role of Sustainability.
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- Sustainability (2071-1050), 2021, v. 13, n. 23, p. 13286, doi. 10.3390/su132313286
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- Article
Towards an identity-based branding.
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- Marketing Theory, 2009, v. 9, n. 1, p. 113, doi. 10.1177/1470593108100065
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- Article