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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 33 (2011) Issue 2 ISSN Online: 0344-1369

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Franziska Goetze Understanding Chinese Consumer Behaviour Towards New Products S. 147-158

„… , integrating the Chinese valuesof “group conformity” and “face consumption.”The influence of innovativeness and …” „… evidence of the culture-specific adoption modeland confirm the strong influence of face consumption on the …” „… to understand. The culture influences consumer buying andadoption behaviours, and Western managers …”

Dr. Eva Wendt Social Decline and Consumption S. 133-146

„… of consumption andchoice, what coping strategies they develop and whatfactors influence this …” „… leveldetermines whether consumers are content with their income and consumption situations. What influences …” „… aspect of peer influences is to dateunderstudied in consumer behaviour studies.A differentiated analysis …”

Editorial S. 83-86

„… Chinese values of „group conformity” and „face consumption.” The influence of innovativeness and the …” „… ofthe culture-specific adoption model and confirm thestrong influence of face consumption on the …”

Shamsey Oloko, Ingo Balderjahn On the Moral Value of Cause Related Marketing S. 159-174

„… that the level of social exposure of the purchase orthe consumption of the product influences the level …” „… ., type ofproduct, size of donation, duration of CrM, etc.). Considering the ability to influence these …” „… influence on the total level of moral valueperceived by the consumers. He might for example choose to …”

Christina Sichtmann Corporate Social Responsibility und die Zahlungsbereitschaft von Konsumenten S. 87-97

„… thisrelationship. The results indicate a positive influence of the CSR on the willingness to pay.Positive CSR leads …”

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Marketing

Svend Hollensen, Marc Oliver Opresnik

2010

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2.3 Analyzing Buying Behaviour on the B2C Market S. 88-93

„… overriding term often used to describe the methodologies applied to influence government. Although the term …” „… implies influence through argument, the general meaning is ‘to influence or solicit’. Lobbying may thus …” „… ), influence (ensuring that the company’s or industry’s position is clear), general ‘public relations …”

2.4 Analyzing Buying Behaviour on the B2B Market S. 93-96

„… with other people, and the influence of social norms on the person. Personal criteria • concern how the …” „… to influence as many of these stakeholders as possible and may involve multilevel selling by means of …” „… Influencers/evaluators• : people who influence the buying decision. They often help define specifications and provide …”

2.2 Assessing the External Marketing Situation S. 75-88

„… examined.2.2.1 PEST Analysis The macroenvironment consists of a number of broad forces that influence not …” „… agencies, and pressure groups that influence and limit various companies and individuals in a given society …” „… . Political and legal forces can highly influence marketing decisions by setting the rules by which business …”

1.4 Relationship Drivers S. 28-31

„… (Morgan, 2000). Therefore, confidence benefits/trust should positively influence the customer’s commitment …” „… co-creation.Customer Gratitude Finally, gratitude emerges as a key force that highly influences relationships across …” „… positively affecting seller outcomes through Trust’s influence on commitment (Palmatier et al., 2009 …”

2.1 Assessing the Internal Marketing Situation S. 57-75

„… implications• discuss how B2B customers make purchase decisions• explain the influences on organisational …” „… marketers include all those employees who directly or indirectly influence customer relations. The …” „… ModifiersInfrequent orno customercontactInfluencers IsolatedsSource: Adapted from Christopher et al., 1991 Figure 2.1 …”

4.2 Pricing Decisions S. 226-248

„… . However, it must not be forgotten that there are other, external influences on pricing – not just a firm’s …” „… have an influence on pricing include sales managers, production managers, finance managers, and …” „… monopoly) can significantly influence the firm’s pricing strategy. Under conditions approximating pure …”

2.6 SWOT Analysis S. 96-110

„… Buying influences Committees, technical • experts, and management are all involved in decision • making …” „… the Marketing Planning Process94In this chapter, the influences from the environment are divided into …” „… . Information and social pressures received from other people influence consumers’ needs, wants, evaluations …”

5.3 Ethical, Social and Environmental Aspects of Marketing Planning S. 401-420

„… advertising, advertising’s influence on society’s values and advertising to children:Misleading advertising …” „… , indicating the deceptive nature of the advertisement (Ferrell, 2004).Advertising’s influence on society’s …” „… is can be defined as the offering, promising or giving something in order to influence a public …”

Index S. 461-464

„… Immediate market 87Implementation barriers 162Individual competencies 51Individualism 66Influencers 46 …” „… Influencers/evaluators 80Information systems 50Infrastructure barriers 162Initiators 80Institutional approach 4 …”

5.2 Budgeting and Control S. 388-401

„… firm’s size at home and abroad influence the organisational structure?7. Outline the main organisational …” „… managers advance is a matter of strategy. The question is, what type of expenditure has a greater influence …” „… quality of service? How do elements of a coordinated marketing strategy influence the purchase behaviour …”

1.5 Relationship Marketing as an Integrative Management Approach S. 31-36

„… transaction at a time. Grönroos (1994) suggests that industry type may influence a company’s position on the …” „… need for internal marketing.As we have discussed above, certain drivers may influence whether a company …”

2.5 Comparing B2B and B2C Markets S. 96

„… Buying influences Committees, technical • experts, and management are all involved in decision • making …”

3.2 Market Segmentation, Targeting and Positioning S. 149-180

„… characteristic modes and patterns of living, which may influence their motive to purchase selected products and …” „… of the product life cycle. Recording companies, for example, recognize the influence that disc …” „… jockeys have on the record-buying public and attempt to influence them with free records and other …”

Case 1: Nordex AG S. 48-57

„… Capella, M. L. (2006) Relationship Marketing: the influence of consumer involvement on perceived service …” „… decisions• explain the influences on organisational buying behaviour• explain how a SWOT analysis can …”

3.1 Strategic Marketing Planning S. 123-149

„… the future in order to influence it, that is, plan to adapt to it rather than just to surrender it …” „… with no plan to anticipate events and seek to influence them. This is similar to the two concepts …” „… to influence the size of the unserved market or the degree of market penetration (We will look at the …”

5.1 Organizing and Implementing the Marketing Plan S. 358-388

„… allow customers to form strong relationships can influence consumer buying behaviour substantially …” „… has numerous influences on the price strategy; however, its use will lead to increasing …” „… influence such as twisting or distorting facts, withholding damaging information, or creating false rumours …”

4.1 Product and Service Decisions S. 185-226

„… potential implications for full-service contracts is likely to positively influence both the number of DMU …” „… together with other factors will influence the fad’s duration.Example 16:Product life cycle: Some products …” „… . New product champions are able to influence corporate decisions. For example, the • CEO may play a …”

4.4 Communication Decisions S. 286-344

„… reinforce consumers through communication. It is designed to influence buyers and other stakeholders …” „… , 1995).4.4.2 The Promotional MixTo communicate with and influence customers, several tools are available …” „… advertising: non-buyers are converted to become buyers. Advertising is assumed to have a powerful influence on …”

1.6 Fundamentals of Marketing Planning S. 36-48

„… the ‘corporate entity’ can be conceived in the context of environmental trends that influence the …” „… marketing strategy needs to be re-examined.Questions for discussion 1. What were the influences that led to …”

4.3 Distribution Decisions S. 248-286

„… to influence the decisions and actions of other channel members. Channel control is of critical …”

1.3 Relationship Economics S. 22-28

„… (Morgan, 2000). Therefore, confidence benefits/trust should positively influence the customer’s commitment …”

1.1 The Evolution of Relationship Marketing S. 15-21

„… major influence in marketing thought and scholastic research throughout the industrial era. During the …”

5.4 Developing and Managing Customer Relationships S. 420-445

„… a customer level• it should be made absolutely clear who can influence different types of cost and …” „… terms of the revenue that he or she can generate directly or influence (Hollensen, 2006). 5.4.8 …”

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Krisenmarketing

Jan Lies

2020

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7 Digitalisierung und Digitalität in der Krise S. 65-72

„… (2013), S. 332. 96 Vgl. Kronewald (2016), S. 111. 97 Vgl. BVDW (2020). 67 7.3 Influencer-Marketing in …” „… der Krise: Micro-Influencer Entsprechend sind Unternehmen gefordert, sich der technischen …” „… Influencer sollten in der Krise bearbeitet werden. Es gilt, sie entweder für die Marke, beispielsweise als …”

Stichwortverzeichnis S. 89-92

„… Hotline 25, 61 Humor 45, 56 Hygiene 30 I Influencer 67 Informationsoffensive 59 Internet – als …” „… Krisenkommunikation – Influencer 67 – Social Media 67 Krisenmarketing – in Krisen 14 – mit Krisen 14 …” „… Medienkompetenz 62 Micro-Influencer 68 N Nachrichtenfaktoren 59 Newswerte 59 O one Face to the Customer 75 P …”

Titelei/Inhaltsverzeichnis S. 1-8

„… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 7.3 Influencer-Marketing in der Krise: Micro-Influencer …”

Literatur S. 81-88

„… Fünfte: Verkäufe durch Influencer Marketing nehmen laut BVDW- Studie 2020 nochmal zu, gefunden im …” „… . (2020), Influencer haben Existenzängste, in wuv-online, 30. März 2020, gefunden im Internet …” „… https://www.wuv.de/marketing/influencer_haben_existenzaengste zugegriffen am 04.05.2020. 83 Literatur Haller, P. & Twardawa, W. (2013a), Gefahr des …”

8 Marketingorganisation in der Krise S. 73-76

„… , Vertriebspartner und ggf. Medien sowie Influencer. Kundenkontakt: Welche Kunden, Zulieferer, Medien und andere …”

Das neue Krisenmarketing S. 9-16

„… PR-Managements« wurde zum Content- und Influencer-Marketing.19 Damit begann die aktuelle Karriere des Inbound …”

1 Image- und Markenpflege in der Krise S. 17-26

„… Mitarbeitern, Kunden, den Medien und Influencern neu bewertet: und zwar kritisch. Die Aufmerksamkeit der …”

3 Kundenmanagement und Vertriebsoffensive in der Krise S. 31-42

„… darüber hinaus das Potenzial, sie etwa als Influencer im Social-Media-Marketing (siehe Kapitel 7) oder …”

doi.org/10.34156/9783791051727

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Analysiere das Web!

Stefan Evertz

2017

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3 Die Praxis der Web-Analyse S. 127-196

„… . Share of Platforms 9. Influencer / Autoren 5. Best Time to Post 10. Content Analytics Tab. 13: Der 10 …” „… eigenen Themen sowie die eigenen Erwähnungen (und die des Wettbewerbs)? 9. Influencer/Autoren Welche …” „… Influencer/Autoren reden über Ihre Themen und erwähnen Sie oder Ihre Wettbewerber? Methoden und Metriken für die …”

Stichwortverzeichnis S. 257-263

„… 173 HR-Qualifikation 238 259 Stichwortverzeichnis I Impressions 107 Influencer 104, 128, 140, 150 …” „… , 154, 158 Influencer-Identifikation 140 Influencer-Marketing 174 Influencer-Relations 174 Influencer …”

Titelei/Inhaltsverzeichnis S. 1-14

„… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139 3.2.11 Influencer …” „… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173 3.3.9 Influencer-Marketing und -Relations …”

Tabellenverzeichnis S. 256

„… Tab. 6: Aktivitäten im Bereich Influencer-Relations (Basis: AMPEL-Modell, Quelle: Stefan Evertz …”

Die Expertinnen und Experten S. 245-246

„… strategische Weiterentwicklung der Social-Media-Kanäle, Influencer-Relations und das Social Media Monitoring …”

1 Grundlagen und Begriffe der Web-Analyse S. 15-72

„… eingesetzt werden soll. Ein Tool, das für das Einsatzfeld Influencer-Analyse hervorragend funktioniert …” „… Influencer innerhalb der eigenen Branche identifiziert werden, um mit diesen ins Gespräch zu kommen und sie …” „… mit Influencern, die eine große Zielgruppe über ihren Instagram-Kanal erreichen. Analytics-Daten für …”

2 Tools und Technologien für die Web-Analyse S. 73-126

„… inhaltlichem Fokus ‒ rund um das Thema Influencer kann der Autoren-Operator sehr hilfreich sein, wobei »Autor …” „… VICO neben Widgets mit den üblichen Social-Media-Auswertungen (Anzahl der Treffer, Influencer etc …” „… Weiterentwicklung der Social-Media-Kanäle, die Influencer-Relations und das Social Media Monitoring. WWF Deutschland …”

Literaturverzeichnis S. 249-252

„… (2003): Buzz – Harness the Power of Influence and Creat Demand, John Wiley & Sons. Schindler …”

Ausblick und Trendentwicklung S. 237-242

„… Influencer wie reden, bleibt absehbar weiterhin nur die persönliche Beobachtung. Bei den aktuell stark …”

doi.org/10.34157/9783648104088

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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 42 (2020) Issue 2 ISSN Online: 0344-1369

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Editorial S. 2

„… between influence tactics as marketing tools that are ubiquitous in consumers’ lives, and the need to …” „… understand the arts and crafts of the mechanics behind consumers’ reactions to influence tactics. Influence …” „… of influence tactics can lead. More than 120 years ago, Art Nouveau artists sought to revive good …”

Udo Wagner, Elisabeth Steiner, Carmen Hartmann, Katharina Braun Crossmodal Correspondences between Color, Smell, and Texture: Investigating the Sensory Attributes of a Body Lotion S. 19-34

„… literature is mostly on how individual senses influence consumer behavior (Krishna, Elder and Caldara 2010 …” „… which color influences haptic perception seems to be deficient (Chylinski, Northey and Ngo 2015 …” „… important influence of scents on consumer behaviors, such as the evaluation of product quality. A generally …”

Andrea Gröppel-Klein, Claudia Franke, Anja Spilski Do Sustainability Labels Reinforce Health Claims - And Vice Versa? S. 3-18

„… variables (age, gender, etc.) influence credibility perception (see, for example, van Kleef et al. 2005; van …” „… determinants” to influence consumers’ acceptance of health claims. For example, in a series of studies using …” „… variables or moderators that may influence the perception and impact of health claims. Lähteenmäki (2013 …”

Nima Mehrafshan, Alexander Permann, Mark Heitmann, Maxine Materne From Corporate Social Responsibility to Market Demand: The Role of Brand Management S. 35-54

„… expert perceptions already reflect a brand’s influence, they could be endogenous with our mediating …” „… calculate reverse causality residuals as our independent measure of CSR, to correct for any influence of …” „… both firm- and timespecific could potentially influence firm performance and CSR engagements …”

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Public Relations

Dominik Ruisinger, Oliver Jorzik

2021

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6 Interne Kommunikation S. 287-334

„… sitzen »die glaubwürdigsten Influencer – bzw. besser Markenbotschafter« im eigenen Unternehmen, wie …” „… Punkte Corporate Influencer aufgeklärt und welche Punkte vertraglich geregelt werden sollten. Zum Beitrag …” „… Hintergrund packen immer mehr hiesige Unternehmen das Thema Markenbotschafter bzw. Corporate Influencer390 …”

4 Moderne Medienarbeit S. 133-198

„… sich meinungsstarke Multiplikatorinnen und Influencer etabliert, zu denen ebenfalls vertrauensvolle …” „… Informationsveranstaltungen, von Messen und Events; y Aufbau von Influencer-Kooperationen mit Bloggern, Instagrammerinnen …” „… Relations, Influencer-Kommunikation, Online-Monitoring, sind nur einige der Schlagworte, die den …”

10 Anhang S. 451-464

„… Publikationen über Content-Marketing, Corporate Influencer und Reputationsmanagement veröffentlicht. Darüber …” „… Digitale Wirtschaft (BVDW) e. V. (2019): DigitaleTrends. Umfrage zum Umgang mit Influencern, 06.08.2019 …” „… ; https://bit.ly/dks_bvdw_influencer Cision (2019): State of the Media Survey 2019, Journalistenbefragung; https://bit.ly/pr_cision …”

5 Digitale Kommunikation S. 199-286

„… Stakeholder zu erreichen suchen. 7: Influencer sind wichtige Multiplikatoren: Gerade unter Bloggern …” „… Relations zu Journalistinnen, Medienpartnern, Influencern; y Investor Relations zu Geldgebern, Shareholdern …” „… gerade durch reichweitenstarke Influencer geteilt und verbreitet werden, werden von den Suchmaschinen …”

Titelei/Inhaltsverzeichnis S. 1-10

„… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 181 4.7 Influencer …” „… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 325 Erfolgreich eine Corporate-Influencer-Strategie aufsetzen …”

7 Live-Kommunikation S. 335-368

„… Publikation wichtig wäre, welche Social-Media-Influencer eingebunden werden sollten. Nur mit solch klaren …” „… an Reichweite und Relevanz gewinnen und die mit effektiver Influencer-Kommunikation anzusprechen …” „… Geschäftskontakte zu Messebesuchern werden. Zudem spielt die Kommunikation über Influencer gerade bei …”

2 Grundlagen der PR S. 19-74

„… konzentrieren, erzielen Influencer heute oftmals größere Reichweiten als jedes Leitmedium. Mit der …” „… Zusammenhang mit Influencer-Kooperationen – diskutiert. Dagegen agieren die Landesmediengesetze, die eine …” „… führen zur Verramschung von Marken; y Verbraucherportale und insbesondere Influencer beeinflussen …”

9 Der Kommunikationsmanager der Zukunft S. 445-450

„… informieren und in Social Networks austauschen, die User Generated Content und Influencern mehr Glauben als …”

1 Kommunikation zwischen Markt und Marke S. 11-18

„… Influencern zusammenarbeiten? Oder interne Markenbotschafter nutzen? Wie sieht der beste Kommunikationsmix …”

3 Strategische PR S. 75-132

„… Communitys, Influencer; y Agenturen: Nachrichtenagenturen, Presse- und Bilderdienste, Fotoagenturen; y …”

8 Spezielle Anwendungsfelder der PR S. 369-444

„… erreichbar, mit eigenen Mitteln, über die eigenen Kommunikationskanäle. Der Aufbau eigener Influencer …”

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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 38 (2016) Issue 4 ISSN Online: 0344-1369

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Marta Keane, Dirk Morschett Reducing the Negative Effect of Consumer Ethnocentrism on Patronage Behaviour at Foreign Retailers S. 228-242

„… negative influence of ethnocentric tendencies, that is, domestic assortment, perceived brand localness and …” „… ). Surprisingly, only two studies address the influence of consumer ethnocentrism in the retail context. In a …” „… activities influence the consumer ethnocentrism-patronage behaviour link. By doing so, we contribute to the …”

Thomas Kotulla, Stefan Schmid International Standardization and Adaptation of Products - Combining the Fit Approach and the Profit Logic S. 180-198

„… the other variables analysed in previous research either influence these fit variables (e. g., high …” „… activities leads to a higher degree of international product standardization), or directly influence foreign …” „… . Considering the large number of other variables that influence a firm’s foreign product profit, these values …”

Gerhard Wagner, Hanna Schramm-Klein, Matthias Schu Determinants and Moderators of Consumers' Cross-Border Online Shopping Intentions S. 214-227

„… procedure ed with foreign online stores and their influence on the decision to use these stores for …” „… information-gathering or purchasing purposes. As for the influence of foreign travelling our theoretical reasoning …” „… tested the main effects in the total sample first. Our data support the positive influence of consumers …”

Stefan Thomas, Heribert Gierl Do Multi-Currency Price Tags Bias Price Perceptions? S. 199-213

„… currencies can influence the reference standard (i. e., the reference price) that is used to evaluate the …” „… possibilities regarding how the superficial overall impression of magnitude actually influences price …” „… the influence of prices expressed in foreign currencies when evaluating a product’s price and …”

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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 38 (2016) Issue 3 ISSN Online: 0344-1369

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Stephan Zielke, Thomas Schielke Effects of Illumination on Store Perception and Shopping Intention: Shedding Light on Conflicting Theories S. 163-178

„… Schielke This paper analyses how store lighting influences store atmosphere, price and quality perception …” „… accentuation of lighting influence these dependent variables. The findings demonstrate that brightness …” „… environmental factors influence customer behaviour in different ways. Studies anchored in environmental …”

Katherina Bruns, Frank Jacob Value-in-Use: Antecedents, Dimensions, and Consequences S. 135-149

„… each value dimension. Results indicate that firm and customer resources have a strong influence on the …” „… integration of customer and firm resources influence the value-in-use on each value dimension? and (RQ3) What …” „… improvement in customer satisfaction (Eggert and Ulaga 2002), which in turn influences behavioral intentions …”

Elisabeth Steiner, Udo Wagner Einfluss amodaler, sensorischer Verpackungsinformationen auf Assoziationen zum betreffenden Produkt S. 119-134

„… Produkt Influence of amodal, sensory packaging information on associations about the respective product …” „… , R. (2010). Studying The Influence of Package Shape and Colour on Consumer Expectations of Milk …” „… . E., Wansink, B. (2004). The Influence of Assortment Structure on Perceived Variety and Consumption …”

Titelei/Inhaltsverzeichnis S. 117

„… betreffenden Produkt – Influence of amodal, sensory packaging information on associations about the respective …”

Katja Gelbrich, Holger Roschk, Rufina Gafeeva A Cross-National Observation of Counter-Cultural Consumer Behaviour S. 150-162

„… , people seek to comply with extant norms because of normative social influence; they seek to belong to a …” „… from other potential cultural influences. Tab. 3 shows the correlations among all variables examined …” „… ., & Goldstein, N. J. (2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55(1 …”

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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 36 (2014) Issue 2 ISSN Online: 0344-1369

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Dirk Morschett, Matthias Schu Establishment of Online Shops by SME Retailers and Wholesalers - A Rational Decision or Institutional Pressure? S. 107-118

„… paper is to investigatefactors that influence the intention of an SMEto launch an online shop – in …” „… channel.Hence, the aim of this study is to examine factors thatmay influence this intention, namely, perceived …” „… driving force.Therefore, in this study, it is proposed to investigate influences from the …”

Andrea Groeppel-Klein, Friederike Kamm Space Utilisation and Retail Store Image: How the Arrangement of Organic Foods Impacts on the Overall Image of Retail Stores S. 69-81

„… arrangementof organic food products in conventional retailstores influences consumers’ attitudes towards the …” „… questions:first, whether these different arrangement strategies(clustered vs. dispersed) influence consumers …” „… influences the relative importance of the specific attributes that consumers assign to organic food products …”

Waldemar Toporowski, Rainer Lademann The Importance of Assortment, Pricing, and Retail Site Location for Competition in Food Retailing - Results from Marketing Research S. 131-140

„… and influence the competition persistently?In order to answer these questions, a literature review …” „… pricingpolicies influence variable and fixed costs to differentextents. As a result, HiLo and EDLP policies …” „… switching willingness of consumers. Second, they should influence positively the retailer’s price image …”

Jan Hendrik Fisch, Jan-Michael Ross Timing Decisions in New Product Development for International Markets: A Review and Directions for Empirical Research S. 151-162

„… discuss what factors influence the realisation of timing strategies in new product development. Putting …” „… vertically interdependent R&D projects and influence the decisionthreshold at the advance-to-development gate …” „… interest tostudy how planned targets and actual developments influence timing decisions of new product …”

Editorial S. 67-68

„… andWolfgang Weitzel, an article on the influence of shoppingcarts on customer behaviour in stores. Due to …” „… , analysed the influence of space allocation of organic food on the retail store image in anarticle which she …” „… , investigated theinstitutional pressure as influence factor on the establishment of an online-shop. Hanna …”

Hanna Schramm-Klein, Gerhard Wagner Broadening the Perspective on E-Commerce: A Comparative Analysis of Mobile Shopping and Traditional Online Shopping S. 119-130

„… , depending on the utilised e-channel format?) What factors influence consumers’ intention to shoponline among …” „… alternatives that influence the intention touse an e-channel for online shopping. In TAM, the intention to use …” „… satisfying e-channel:H4: Satisfaction with an e-channel will positively influence consumers’ intention to …”

Bernhard Swoboda, Karin Pennemann Do International Retailers benefit from being Global in Emerging Countries? A Multilevel Study in China S. 141-150

„… are more important. Because PBG does not directly influence retail patronage,we focus on RBE as an …” „… anaccessible piece of information, but it may not be diagnostic unless it can influence consumers’ perceptions …” „… PBG does not directly influence retail patronage but may influence the important intervening …”

Thomas Foscht, Marion Brandstaetter Success Factors of Private Label Extensions S. 82-95

„… labels also influence private label extensionsuccess. In this respect, we analyse if the quality of …” „… pricelevel and a good price-performance ratio of the parentbrand positively influence the success of private …” „… research revealed that consumers’ innovativeness positively influences extension success(Hem/de …”

Gérard Cliquet, Karine Picot-Coupey, Elodie Huré, Marie-Christine Gahinet Shopping with a Smartphone: A French-Japanese Perspective S. 96-106

„… notably expect influences onthree sensitive aspects of shopping behaviours, namely,(1) location behaviour …”

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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 39 (2017) Issue 2 ISSN Online: 0344-1369

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Silvia Heideker, Martina Steul-Fischer The Effects of Message Framing and Ad Credibility on Health Risk Perception S. 49-66

„… experimental studies. The results indicate that message framing does not influence health risk perception when …” „… influence health risk perception. Scholars have intensively analysed the antecedents and effects of message …” „… influence health risk perception and, consequently, health behaviour intentions as well. We attempt to …”

Daniel Bruns, Tobias Langner, Alexander Fischer The Origins of Brand Love: A Typology of Starting Points S. 38-48

„… influences. Similar to interpersonal love, the development of brand love may be slow or fast; it depends on …” „… the influence of physiological arousal, noting that heterosexual male subjects were significantly more …” „… influence the development of brand love over the course of time, including those with products, childhood …”

Bernhard Swoboda Editorial S. 2

„… influences. Similar to interpersonal love, the development of brand love may be slow or fast; it depends on …” „… three experimental studies indicate that message framing does not influence health risk perception when …” „… trustmark increases this effect. The results further suggest the influence of higher health risk perception …”

Tanja Steinhart, Heribert Gierl Who Would Like to be Treated Fairly? Utilizing the Entitativity and the Singularity Concept for Creating Effective Advertisements to Promote Fair-Trade Products S. 3-26

„… factors influence the degree to which a collection of individuals is perceived as a social group. In this …” „… negative influence of entitativity on outgroup evaluations could arise because information about …” „… donation behavior In some studies, group entitativity was manipulated to influence the effectiveness of …”

Nadine Schröder Using Multidimensional Item Response Theory Models to Explain Multi-Category Purchases S. 27-37

„… ) respectively, the extent of a latent trait has an influence on purchase probability of a product. By using …” „… unobserved heterogeneity may influence latent traits. Notes [1] Analyses are the responsibility of the …”

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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 17 (1995) Issue 2 ISSN Online: 0344-1369

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Richard Klophaus Anwendungsprobleme bei der Diffusionsprognose und -steuerung: Das Ende der klassischen Diffusionsmodellierung? S. 89-98

„… Trans ferrate f[N(t)] . Das Extemal-Influence-Modell erfaßt den Einfluß der Massenkommunikation auf …” „… den Diffusions prozeß. Das Intemal-Influence-Modell berücksichtigt die Wirkung der persönlichen …” „… Kommunikation innerhalb des Übemehmerpotentials. Mit dem Mixed-Influence-Modell wird der Einfluß beider …”

Zeitschriftenauswertung S. 136-142

„… : "The Influence of Coworker Feedback on Sales people" von A.K. Kohli & B .J. Jaworski (S. 82-94). JMR …”

Heribert Meffert, Joachim Bolz Erfolgswirkungen der internationalen Marketingstandardisierung S. 99-109

„… Influence of Subcultural and Personality on Consumer Acculturation, in: Journal of International Business …”

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Brand Planning

Andreas Baetzgen (ed.)

2024

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Deconstructing Storylines – der Einfluss von Communities auf die Kommunikationsstrategie S. 217-228

„… Influencer. Die damit entstehenden Gesprächsfäden (Storylines) formen Einstellungen abseits der Massenmedien …” „… Form von »Spon-sored Posts« oder Influencer Content (vgl. Abb. 1).Deconstructing Storylines – der …” „… Content (Bradley 2023). Es sind vor allem Influencer und Content Creator, die Inhalte verbreiten. Es ist …”

Experience Planning: Der Weg zu einer wirkungsvollen Kommunikation S. 259-272

„… Loop, n=2000, Base: Spirit Drinker 18-29 inthe last 12 month| IDX vs average TP Influence of Paid …” „… Drinker 18-29 inthe last 12 month| IDX vs average TP Influence of Paid MediaAnn-Sophie, Ambitious …” „… (idx 125) • Creator und Influencer mit Markenfit sowie (eigene) Social Media als Katalysator für Massen …”

Literatur und Quellen S. 305-320

„… ). 20 creator economy statistics that will blow you away in 2023. Influencer Marketing Hub. 24.10.2023 …” „… . 72–78.Nickel, L. (2023). Influencer-Gesetz sieht hohe Strafen vor. 15.05.2023 …” „… . https://www.zdf.de/nachrichten/politik/influencer-gesetz-frankreich-strafen-100.html (Letzter Zugriff: 16.01.2024).O’Carroll, F. & Hurman, J. (2022). Planning for effective …”

From Content to Conversion: Wie effektive Contentstrategien den Geschäftserfolg beflügeln S. 203-216

„… & MediaDisplayInfluencerSocialSearchSocial MediaContent-ZieleReach, Brand Building,Thought LeadershipOrganic Reach, ProductAuthority, Brand …” „… Zeitpunkte, Frequenz und Formate für die Veröf-fentlichungcc) Kooperationen (z. B. Influencer …”

Vom Kopf ins Herz. Worum es im Brand Planning heute geht S. 15-28

„… immer neue Rising Stars am Markenhimmel hervorbringt. Denn mit der Influencer-Kultur ist der Imperativ …”

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Marketing-Automation für Bestandskunden: Up-Selling, Cross-Selling, Empfehlungsmarketing

Anne M. Schüller, Norbert Schuster

2017

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9 Das (automatisierte) Empfehlungsgeschäft S. 191-216

„… Angebotspalette weiterentwickeln können. Über die zweite Frage bekommen Sie die Namen Ihrer Influencer …” „… , sondern liefern Sie »Beef«. So wird Ihr Empfehlungsmarketing relevant. 9.8 Influencer: Die Supertargets …” „… in Sales und Marketing Menschen hören sehr gern auf das, was »Influencer« und »Opinionleader«, also …”

Stichwortverzeichnis S. 271-274

„… Inbound-Marketing 92, 262 Influencer 58, 106, 133, 208‒211 Influencer-Marketing 210, 211 Infografik 116 …”

Titelei/Inhaltsverzeichnis S. 1-8

„… . . . . . . . . . . . . . . . . . . . . . . . . . 204 9.8 Influencer: Die Supertargets in Sales und Marketing …” „… . . . . . . . . . . . . . . . . 208 9.9 Wie man passende Influencer gewinnt …”

2 Vorarbeiten für die Marketing-Automation S. 43-60

„… und als potente Weiterempfehler für Sie aktiv werden können. Solche Kunden nennt man Influencer und …”

3 Die Marketing-Automation im Detail S. 61-78

„… wir unsere Wunschkundengruppen am besten erreichen? Online? Offline? Mobil? Über welche Influencer …”

5 Content-Marketing im Kontext von Marketing-Automation S. 109-136

„… Advertising, Advertorials und Sponsored Posts gehören dazu. Passender Content kann auch über Influencer sowie …”

4 Personas, Touchpoints, Buyer-Journeys S. 79-108

„… Fürsprecher geworden. Influencer nennt man eine solche Person. ▪ Der Kunde, nennen wir ihn B, ist nicht so …”

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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 40 (2018) Issue 4 ISSN Online: 0344-1369

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René Eppmann, Kristina Klein, Magdalena Bekk WTG (Way to Go)! How to Take Gamification Research in Marketing to the Next Level S. 44-54

„… explanations on why and when gamification could influence consumers’ brand evaluations. The research framework …” „… empirically examine how gameful experience influences consumer adoption of product innovations (Müller-Stewens …” „… et al. 2017), how gamified interactions between a brand and its consumers influence self-brand …”

Bernhard Swoboda Editorial S. 2-4

„… sense of various interrelated factors of influence on an outcome or 2 MARKETING · ZFP · Volume 40 …” „… · 4/2018 · p. 2–4 event of interest, the (missing) sufficiency and necessity of these factors of influence …” „… explanations on why and when gamification could influence consumers’ brand evaluations. The research framework …”

Maximilian Stieler, Claas Christian Germelmann Actor Engagement Practices and Triadic Value Co-creation in the Team Sports Ecosystem S. 30-43

„… from a dyad to a triad not only means a quantitative change, but also influences how the actors …” „… supplying firms and negatively influences suppliers performance (Wu et al. 2010). Triadic analysis has been …” „… ., performing) and influences other actors to integrate their resources actively or passively. Other forms of …”

Hans Mühlbacher Komplexe Probleme - Einfache Lösungen? Plädoyer für qualitative vergleichende Analysen in der Marketingforschung S. 17-29

„… in the sense of various interrelated factors of influence on an outcome or event of interest, the …” „… (missing) sufficiency and necessity of these factors of influence or of configurations of factors for an …” „… ’ Influences on Hospital Loyalty. Journal of Service Marketing, 27(2), 91–103. Chang, M.-L., & Cheng C.F. (2014 …”

Udo Wagner, Lutz Hildebrandt Forty Years of the Journal "Marketing Zeitschrift für Forschung und Praxis - Journal of Research and Management": Retrospection and Prospects S. 5-16

„… . 4:Influence of the launch of Marketing JRM on the average citation frequency Tab. 3: Articles …” „… dummy (ßD=.06) has no significant influence, an inverted picture emerges for the citations from …”

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Erfolgsfaktoren des Marketing

Katja Gelbrich, Stefan Müller

Series: Vahlens Kurzlehrbücher

Volume 2024

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M Psychologie der Kommunikationspolitik S. 221-244

„… Bekannten grundsätzlich oder teilweise zu vertrauen, während Fernsehwerbung (78 %) auf etwas und Influencer …” „… ⇒ Meinungsführer, mal als Testimonials, Market Mavens oder Influencer beschrieben.190a „Auf TikTok geht derzeit ein …” „… durchsetzungsfähig und schätzen es, andere zu überzeugen.183; 188 Wie Influencer verfügen sie weiterhin über einen …”

Literaturverzeichnis S. 245-258

„… , 69(181): 61.32) Brecht, K. (2017): Die Psychologie hinter Influencer Marketing …” „… , C.; Wagner, U.; Neumueller, D. (2009): Children’s Influences on In-Store Pur-chases, Journal of …” „… , S.B. (2014): Better Moods for Better Eating? How Mood Influences Food Choice, Journal of Consumer …”

A Entwicklungsphasen des Marketing S. 1-20

„… von Social Media-Meinungsführern als Instrument des Influ-encer Marketing (vgl. M-4.2.2).2332 Von der …” „… verhinderten die erforderliche schnelle Marktdurchdringung.2314.3.3 InfluencerJüngere Menschen und Angehörige …” „… Empfehlungen von Influencern, denen sie z. B. auf Instagram oder Youtube folgen. Für Unter-nehmen ist die …”

C Grundlagen des Konsumentenverhaltens S. 37-56

„… InfluencerBezugspersonen, die im Internet Einfluss auf die Kaufentscheidungen anderer Menschen nehmen, werden als virtuelle …” „… Ratgeber bezeichnet. Hierzu zählen in erster Linie Influencer: Personen mit einer großen Anzahl an …” „… Influencer, wenn sie authentisch wirken und glaubhaft vermitteln, dass sie sich für das fragliche Produkt …”

L Grundlagen der Kommunikationspolitik S. 199-220

„… , weil Influencer ihnen diese empfohlen haben (vgl. M-4.2.5).Um in diesem Wettbewerb bestehen zu können …” „… (2016 = 1,5 Mrd. €; 2021 = 12,8 Mrd. €): Influencer anstelle von Testimonilas (vgl. M-4.2.5 …” „… wichtige Influencer• Conversion: z. B. Corporate-Website-Traffic (Anzahl/Anteil derer, die z. B. nach …”

Titelei/Inhaltsverzeichnis S. I-XIV

„… Assistenten, virtuelle Influencer und #booktok in der Kommunikationspolitik. Überdies haben wir den engen …”

Stichwortverzeichnis S. 259-266

„… Influencer 14 f., 53, 233 f.Informationsfluss 230Informationsüberlastung 221Informationsverarbeitung 45 …”

B Strategisches Marketing S. 21-36

„… Zielgruppe beeinflussen, etwa durch Influencer-Marketing (vgl. M-4.2.5). Dar-aus folgt die Notwendigkeit …”

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