169 papers found
Refreshing results…
Introducing a conceptual model of brand orientation within the context of Social Entrepreneurial Businesses
To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude
How classical and entrepreneurial brand management increases the performance of internationalising SMEs?
When Fake Becomes Real: The Innovative Case of Artificial Influencers
How a Corporate Influencer Co-creates Brand Meaning: The Case of Pawel Dillinger from Deutsche Telekom
Fresh perspectives on brand management
Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock
From the classical art to the urban art infusion effect: The effect of street art and graffiti on the consumer evaluation of products
Vom Kammerjäger zum Landschaftsgärtner - Wie die Fliege „Erika“ die Firma Reckhaus transformierte!
Markenführung im Kontext von „High-Tech“–Experteneinschätzungen von der Konferenz DERMARKENTAG
Kunst gegen Leerstand und Tristesse – Urban Art Infusion-Effekt im Kontext der Einkaufscenter-Marke
Co-creation of corporate brand identity in B2B
Erratum zu: B-to-B-Markenführung
To perform or not to perform? How strategic orientations influence the performance of Social Entrepreneurship Organizations
Brand management and the world of the arts: collaboration, co-operation, co-creation, and inspiration
“Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists
The influence of stakeholder co-creation on brand identity in industrial settings
Strengthening internal brand equity with brand ambassador programs: development and testing of a success factor model
Brand Co-Creation im B-to-B-Bereich
Markenorientierung und Interne Markenstärke als Erfolgstreiber von B-to-B-Marken – Empirische Belege und Managementempfehlungen
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