Forum Markenforschung 2023

Edited by Holger. J Schmidt (), Carsten Baumgarth () and Jörn Redler ()

in Springer Books from Springer

Date: 2025
ISBN: 978-3-658-46109-6
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Chapters in this book:

Markenkommunikation und Werbung in der virtuellen Realität des Metaverse

Andreas Hesse

Exploring the Influence of Dynamic and Self-Referencing Characteristics in Augmented Reality (AR) on Customer-Based Brand Equity: A Study on the Impact of AR Brand Experiences and the Moderating Role of Narcissism

Anja Lambrecht and Carsten Baumgarth

Revolutionizing Brand Management: Artificial Intelligence as a Cognitive Strategy in the Digital Era

Erika Jazmin Santos Bustos

Voice Marketing: Eine qualitative Analyse von Umsetzungsmöglichkeiten und Zukunftspotenzialen des Influencer Marketings über Sprachassistenten

Alexandre Cerezo and Hannah Hilgert

Exploring the Reduction of Consumer Racial Discrimination in Brand Campaigns

Simone Thomas, Pieter Steenkamp and Holger J. Schmidt

Rebranding-Prozesse erfolgreich führen: Eine Change-Management-Perspektive

Lena Averdung and Matthias Schulten

Marketing Science’s Lack of Managerial Relevance: Is Design Science Research the Answer?

Benedikt Halstrick, Jörg Henseler and Holger J. Schmidt

Der Markenkosmos von Hidden Champions: Entwicklung eines Markenmodells für heimliche Welt- und Europamarktführer

Sophie Englert and Karsten Kilian

Jenseits von CSR: Markenaktivismus als neue Währung der Reputationsökonomie

Hanna König and Frank Hälsig

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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprbok:978-3-658-46109-6

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DOI: 10.1007/978-3-658-46109-6

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