Challenges in Strategic Customer Management in International and Multicultural Markets
AHMADI Alireza, IVENS Björn Sven, KADAM Nayan, NIERSBACH Barbara
CSR als Teil des Strategischen Marketing in ethisch herausfordernden Branchen
BECK Antonia
Acceptance Differences Across Various Purpose Marketing Topics: Theory, Empirical Study Results Among Young Target Groups, and Implications
BELLGER Mariam, KOCKRO Alina, KURZ David, RECKHORN Magnus, SIEMS Florian
Revisiting COO Effects on Purchase Intention: A Qualitative Study Among Gen Z Consumers in Germany
BEN JEMAA Aida Matri, SCHLEIDEN Alina
Learning Format Innovation A Structured Five Stage Model
BOTSCHEN Günther, BERNHART Josef, PROMBERGER Kurt
Gluten-free and Tasty? The Importance of the Unhealthy = Tasty Intuition for the Preference of Gluten-free Products among Consumers with Intolerance to Gluten
DISSELHOFF Joana Sofie, NIEMAND Thomas, SYMMANK Claudia
A Nutri-Score Can Benefit Private Label Food Unhealthy Products Better Than Manufacturer Brands
DOST Florian, SILOMON Joscha
Digital Nudges in Email Marketing to increase Recurring Donations for Non-Profit Disaster Relief Organizations
DURST Carolin, LAUHOFF Caroline
Principal-agent effects in sponsorship management: An analysis of the contractual relationship of sponsor and sponsee
FRöDE Tim
Institutionelle Regelungen und Agency-Probleme im Automobilvertrieb: Eine Analyse entlang der Customer Journey
FUNK Sara
Influence of gender and age of artists on views and likes on TikTok
GALLE Clara, DOST Florian
How and When Worldviews Blur or Highlight Persuasion – An Experimental Investigation of the Worldview Boomerang Effect on Threatening Information
GEISSMAR Julien, NIEMAND Thomas
Balancing Heritage and Relevance: A Case Study on The Brand Identity of Burberry
GUBENKO Daria
Financial Well-Being: Understanding Risky Borrowing Behavior among Young Adults
HANSEN Torben
Gen Z Female Consumers and Social Media: The Impact of Buying Power on Impulsive Purchases in Response to Influencer Advertising on Instagram
HORNUNG Kim
Digital Personal Selling: How Adding Personal Details about the Seller Drives Supplier Preference in Automated B2B Communication
HUTTELMAIER Hannes, BAUMANN Max, HEIGL Julia
Equifinality in Global Account Management: A Cross-Cultural FsQCA Analysis of India and Germany
KADAM Nayan, IVENS Björn Sven, NIERSBACH Barbara
Navigating Digital Accessibility in the context of Corporate Digital Responsibility: Motivations and Challenges
KNOPF Tobias, TRUM Sina
Bestimmung der Attraktivität von Standortfaktoren für Start-up Gründer aus der Perspektive von Kommunalverwaltungen und Anbietern
LENZ Bernhard
Gender match for continuous performance in KAM: A seven country qualitative analysis investigating different roles and competences of male and female KA Managers for joint success
NIERSBACH Barbara, KADAM Nayan
Advancing Human-Object Relationship Theory: An Exploration of Relationships Between Consumers and Digital Voice Assistants
REDLER Joem, PERSKE Antonia
Impact of Service Quality and Relationship Variables on Hotel Customer Loyalty: A Meta-Analysis
REITENBERGER Raphaela, PICK Doreén
Harnessing AI to Navigate User Generated Content: A Framework for Consistent Customer Experience Across Digital Touchpoints
RUBIN Natalie, BLUM Ralph, HAAN Philipp
The Influence of GenAI-Assistance on Perceptions of Brand-Generated Content in Social Media - A Pilot Study
SCHULTE Benjamin Krischan, NAUJOKS Tobias, POLFUSS Jonas
Guiding sustainable business-model transformation for small and medium sized companies: A sustainable customer management framework for corporate banks
SEIFERTH Andreas
Purpose Marketing and Brand Activism: The Need for Contextual Strategies
SIEMS Florian, BRENDEL Benedikt, BUHL Alina, RUGER Sophie, SCHMIDT Holger
Between Tolerance, Embarrassment and Rainbow Washing Suspicion – Perceptions of LGBT Symbols in Business Communication among Men
SPERLING Emely, MUCKSCH Janek, SYMMANK Claudia
Alternate paths to proenvironmental behavior: Reducing versus substituting meat consumption
TEICHERT Thorsten, KHAZAEI Hamed
Brands and myths: from Coco Chanel, the Kelly Bag and a Panthère – Classification of myths of valuable luxury brands
WELLENDORFF Franziska, FASTOSO Fernando, HENSEL Thomas