A5058717586- Consumer Behavior in Brand Consumption and Identification
- Digital Marketing and Social Media
- Marketing and Advertising Strategies
- Corporate Governance and Management
- Digital Innovation in Industries
- Corporate Identity and Reputation
- Technology Adoption and User Behaviour
- Customer Service Quality and Loyalty
- Sports, Gender, and Society
- Wine Industry and Tourism
- Consumer Market Behavior and Pricing
- Sports Science and Education
- Sports Analytics and Performance
- Media, Gender, and Advertising
- Cultural Industries and Urban Development
- Consumer Retail Behavior Studies
- Linguistic research and analysis
- Diverse Aspects of Tourism Research
- Impact of Technology on Adolescents
- Media Influence and Health
- Employer Branding and e-HRM
- Privacy, Security, and Data Protection
- Consumer Perception and Purchasing Behavior
- Diverse Topics in Contemporary Research
- Musicology and Musical Analysis
University of Bremen
2015-2024
Macquarie University
2021
Constructor University
2021
Praxis
2021
Springer Nature (Germany)
2021
Bielefeld University
2017
Technische Universität Dresden
1916
Purpose This paper aims to investigate word of mouth as a consequence and information, entertainment, social interaction remuneration motivations antecedents consuming, contribution creating behaviours consumers’ online brand-related activities (COBRAs). Design/methodology/approach As an empirical test the proposed conceptual model, quantitative research features survey sample 359 German Facebook users. Findings Word benefits from consuming behaviour but not contributing or behaviours....
Social media influencer (SMI) marketing is a strategy that uses the influence of SMIs as opinion leaders to drive consumers' brand awareness, image, and brand-related behavior. In this context, marketers are confronted with choosing based on origins their fame. Non-original traditional celebrities who famous outside social media, whereas original 'instafamous' have become through media. By drawing concepts similarity wishful identification, study investigates effect SMIs' origin fame users....
Purpose The purpose of this paper is to contribute the discussion about how develop a common identity local stakeholders places (e.g. politicians, companies, residents). Such regarded as an essential aspect market place consistently external target groups tourists, qualified workers, students). Design/methodology/approach follows conceptual approach by transferring semiotic (symbolism) and sociological concepts (symbolic interactionism) concept branding. Moreover, practical example identify...
Purpose The purpose of this paper is to investigate the effects explanation and compensation, as specific accommodative management responses negative online customer reviews, on potential customers. Design/methodology/approach scenario-based experiment with 306 participants investigates compensation customers’ purchase intentions in hotel segment hospitality industry. Findings results reveal that combining an most effective response; providing neither nor least effective. entail only or do...
Purpose This study aims to investigate the influence of advertising value and privacy concerns on consumers’ intention use location-based advertising. It also explores if brand trust toward providers self-efficacy reduce concerns. Design/methodology/approach Based calculus expectancy theory, a conceptual model is developed empirically tested through structural equation modeling using cross-sectional data 1,121 actual smartphone users from Germany. Findings Advertising positively negatively...
Purpose The purpose of this study is to investigate the effects city brand benefits (cost efficiency, job chances, social life, recreation and self–brand connection) on highly skilled, potential residents’ attitudes toward brand. Design/methodology/approach A literature analysis qualitative inform a conceptual model, which tested with structural equation modelling using 354 evaluations six largest German cities by 294 residents, in terms their perceptions attitudes. Findings Social life...
ABSTRACT In the intense “war for talent”, companies increasingly leverage employer branding. Previous research cites relevance of identification current employees (internal branding); our instead addresses attracting prospective (external branding). Drawing on social identity and comparison theory, we consider if how employees' sense with company brand, work community, CEO as a human brand influences their intentions to apply. This study features mixed‐method two‐study design. A qualitative...