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Forum Markenforschung 2021
Editor
- Jörn Redler(Hochschule Mainz)Holger J. Schmidt(Hochschule Koblenz)Carsten Baumgarth(Hochschule für Wirtschaft und Recht Berlin)
Abstract
No abstract is available for this item.Individual chapters are listed in the "Chapters" tab
Suggested Citation
- Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), 2023. "Forum Markenforschung 2021," Springer Books, Springer, number 978-3-658-39568-1, June.
Handle: RePEc:spr:sprbok:978-3-658-39568-1
DOI: 10.1007/978-3-658-39568-1
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Book Chapters
The following chapters of this book are listed in IDEAS- Carsten Baumgarth & Holger J. Schmidt & Jörn Redler, 2023. "Reflexionen zur Zukunft der Markenführung – Marke & Design als Schnittstelle der zukünftigen Markenwissenschaft und -praxis," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 3-14, Springer.
- Sabine Beinschab & Gunnar Mau, 2023. "The wind of change: Der Wertewandel in der Corona-Krise und dessen Einfluss auf die Attraktivität von regionalen bzw. internationalen Marken," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 15-27, Springer.
- Jörn Redler & Holger J. Schmidt, 2023. "Mind the Gap: Exploring the Relevance of Brand Management Research for Practice," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 29-46, Springer.
- Annett Wolf, 2023. "Premiumhandelsmarken im Segment Alternativer Fleischprodukte – Stand der Forschung," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 49-68, Springer.
- Alexandra Pömpner & Wolfgang Geise, 2023. "Wenn die Markenbeziehung zerbricht: Eine Grounded-Theory-Studie zur Beendigung von Beziehungen zu Lebensmittelmarken aus der Sicht von Konsumenten," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 69-104, Springer.
- Steffen Herm & Jana Möller-Herm & Catalina Wache & Alexander Mafael, 2023. "Please Do Not Buy Our Brand—How Consumers Respond to Green-Demarketing Messages," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 105-118, Springer.
- Charlotte Heyder & Isabelle Hillebrandt, 2023. "Short Vertical Videos Going Viral on TikTok: An Empirical Study and Sentiment Analysis," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 121-150, Springer.
- Joachim Hurth, 2023. "Die Verpackungsgestaltung von Handelsmarken-Copycats," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 151-169, Springer.
- Jonas Steffl & Jutta Emes, 2023. "How Innovation Types Drive Consumers’ Brand Perception—The Innovation-Brand-Interplay of Tech Giants," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 171-216, Springer.
- Marc Herz & Milena Micevski & Tim Ilbertz, 2023. "Wenn das Bild einer Stadt auseinandergeht – Diskrepanzen zwischen Eigen- und Fremdbild bei BürgerInnen und TouristInnen der deutschen Großstädte," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 219-233, Springer.
- Wolfgang Geise & Nicholas Sunderland, 2023. "Entwicklung und Anwendung eines Softwaretools zur Messung des Markenimages auf der Basis assoziativer Markennetzwerke," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 235-262, Springer.
- Gerd Nufer & Manuel Muth, 2023. "Artificial Intelligence (AI) in der Markenführung: Künstliche Neuronale Netze zur Markenimagemessung," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 263-276, Springer.
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