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Identity-Based Brand Management : Fundamentals-Strategy-Implementation-Controlling

Technology-Oriented Customer Touchpoints in Context of Services in Retailing : A Differentiated Analysis on Social Presence and Privacy Calculus

Aktive Krisenkommunikation : Erste Hilfe fur Management und Krisenstab

Fairplay Franchising : Spielregeln fur partnerschaftlichen Erfolg

Congruency, Expectations and Consumer Behavior in Digital Environments

Cross-Cultural Brand Personality and Brand Desirability : An Empirical Approach to the Role of Culture on this Mediated Interplay

International marketing management

Holistische Social-Media-Strategien : Innovative Unternehmenspraxis: Insights, Strategien und Impulse

Intramarkenimagekonfusion : Eine empirische Untersuchung am Beispiel der Automobilindustrie

Building Engagement for Sustainable Development : Challenges of Sustainable Economy in Times of Accelerated Change

Multi-Channel-Marketing : Grundlagen – Instrumente – Prozesse

Which Customers Pay? : Predicting Value Pre and Post Sales

Event Marketing in the Context of Higher Education Marketing and Digital Environments

Perceived Brand Localness : An Empirical Study of the German Fashion Market

Drivers and Barriers of Consumer Behavior Regarding New Technologies and Digital Channels : Investigating the Phenomenon of Anthropomorphism and New Online Consumption Forms

The Role of Origin of Fame in Influencer Branding : A Comparative Analysis of German and Russian Consumers

Brand Choice and Loyalty : Evidence from Swiss Car Registration Microdata

The Creation of the Extraordinary : Perspectives on Luxury

User-Oriented Appropriateness : A Theoretical Model of Written Text on Facebook for Improved PR Communication

The Cultural Influence on Mass Customization

International strategic management of brands and online firms : essays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalization

Luxusmarkenmanagement : Grundlagen, Strategien und praktische Umsetzung

Identity-based brand management : fundamentals, strategy, implementation, controlling

Multivariate analysis : an application-oriented introduction

Visuelle Markenkraft : Mit den richtigen Signalen die Markenattraktivitat steigern

Success Factors for Future Growth of Car Sharing Services

Online shopping intentions : antecedents and moderators of shopping intention formation in new fields of e-commerce

Essays on congruence theory in marketing : special focus on digital products and webstores

Concepts of Quality Connected to Social Media and Emotions

Successful Product Management : Tool Box for Professional Product Management and Product Marketing

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