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Strategie und Technik der Markenführung

Franz-Rudolf Esch

2023

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F. Marke nach außen durchsetzen: Kommunikation wirksam gestalten und Kontaktpunkte orchestrieren S. 171-344

„… ihre Erlebnisse. Im Gegenzug nahmen diese Influencer an medienträch-tigen Wettbewerben quer durch …” „… Influencer Marketing eine gute Strategie zum Markenaufbau sein – wenn dies sorgfältig ge-plant wird und die …” „… einschlägigen Communities, die positive Mundpropaganda, die Aussagen von Meinungsführern, Influencern und …”

Literaturverzeichnis S. 691-748

„… . (2010), »The influ-ence of C2C communications in online brand commu-nities on customer purchase behavior …” „… .: McGraw-Hill.Ao, L.; Bansal, R.; Pruthi, N.; Khaskheli, M.B. (2023), »Impact of Social Media Influencers on …” „… Influence: A Large-Scale Networked Experiment«, in: Management Science, Vol. 60, No. 6.ARD/ZDF (2009 …”

Stichwortverzeichnis S. 755-762

„… 32, 167, 236 f., 242, 246 ff., 255 f., 263, 608,Customer Influencer Value 326Customer Journey 193 …” „… f.Influence impressions 335Influencer 319 ff.,Influencer Marketing 180, 319 ff.Informationsüberflutung 21, 225 …”

Titelei/Inhaltsverzeichnis S. I-XXXIV

„… Commerce wird Raum gewidmet. y Gleiches gilt für das Thema Influencer Mar-keting und dem wirksamen Einsatz …” „… von Influ-encern für Marken. y Wie man Brand Engagement erzeugt, wird ebenfalls in einem Kapitel …” „… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30411 Influencer Marketing zur Verbreitung der Marke nutzen …”

M. Markenführung im Handel und gegenüber dem Handel planen S. 575-618

N. Markenführung kontrollieren S. 619-690

„… . Measurement influences behavior. (Klingebiel, 1997, S. 658). Voraussetzung dafür ist die Entwicklung eines …”

doi.org/10.15358/9783800670970

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Konsumentenverhalten

Werner Kroeber-Riel, Andrea Gröppel-Klein

2019

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Literaturverzeichnis S. 629-712

„… ): Micro–Influencer sorgen für mehr Engagement, in: adzine vom 17.02.2017. Online verfügbar unter https://www …” „… . adzine.de/2017/02/micro–influencer–sorgen–fuer–mehr–engagement/, zuletzt geprüft am 02.07.2019. Aggarwal, P …” „… appraisals influence responses to preference inconsistent information, in: Organizational Behavior and Human …”

Stichwortverzeichnis S. 713-722

„… Inconspicuous consumption 177 Independent self 365 Influencer 455, 504 – etablierte 505 – Makro 504 f …” „… 271 Modalitätsspezifische Methoden 276 Modell – Linear Marketer Influence- 500 f. – Network …” „… Coproduction- 500 f. – Organic Interconsumer Influence- 500 f. MODE-Modell 245, 560 – Motivation and …”

Dritter Teil Umweltdeterminanten des Konsumentenverhaltens S. 417-603

„… von Meinungsführern und Influencern . . . . . . . . . . . . . . . . . 502 d) Nonverbale …” „… influence hypothesis“(PMIH). Danach (siehe auch Davidson, 1983 und den „Third-Per- 7 Siehe hierzu auch das …” „… display technology determined by inclusion (the degree to which environmental influences are excluded …”

Titelei/Inhaltsverzeichnis S. I-XIX

„… Zielgruppen, Meinungsführern und Influencern oder zum Einfluss der Digitalisierung auf das …” „… : Arten von Influencern in Anlehnung an Kilian (2016) . . . . . . . . . . . . . . . . . . . . . . . 505 …”

Erster Teil Grundlagen der Konsumentenforschung S. 1-48

„… Anzahl an Influencern (Meinungsführer im Internet) immer bedeutsamer. Zudem steigt auch die Anzahl der …”

Zweiter Teil Psychische Determinanten des Konsumentenverhaltens S. 49-416

doi.org/10.15358/9783800660346

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Gnomon

Browse Volumes: Gnomon

GNO Volume 95 (2023) Issue 7 ISSN Online: 0017-1417

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Stephen Blair Jason S. Nethercut: Ennius Noster. Lucretius and the Annales. S. 600-604

„… Ennius was a dominant influence in Republican poetry, that «virtually all poets after him copied his …” „… , that Ennius’ Annales did not exercise so great an influence on pre-Lucretian Republican epic as is …” „… away from N.’s stimulating discussion agreeing that Republican epic shows less Ennian influence than …”

Felipe G. Hernández Muñoz Gunther Martin (Ed.): The Oxford Handbook of Demosthenes. S. 585-591

„… have been more focus on the possible influence that both authors had on Demosthenes’ thoughts …” „… to influence how De-mosthenes portrays himself (see On the Peace, 11–12). Likewise, this possible …” „… in-fluence can also be seen in how Thucydides’ method of distinguishing between a conflict’s ‘apparent cause …”

Margarethe Billerbeck Clavis Historicorum Antiquitatis Posterioris. An Inventory of Late Antique Historiography (A.D. 300–800). Edited by Peter Van Nuffelen, Lieve Van Hoof. S. 629-633

„… Asterius reframed those influences in his treatise on ascetism by properly handling the different elements …” „… historiography from Late Antiquity (A.D. 300–800) in all cultures that experienced classical influence and hence …”

Jan Driessen Diamantis Panagiotopoulos: Das minoische Kreta. Abriss einer bronzezeitlichen Inselkultur. S. 633-637

„… influence over a wide area, which lasted up to the Santorini eruption after which Mainland centres took over …” „… Mainland influence. I regret that no more attention is given to the 4.2 ka climatic event (p. 59) and …”

Alberto J. Quiroga Puertas Richard Flower, Morwenna Ludlow (Edd.): Rhetoric and Religious Identity in Late Antiquity. S. 626-629

„… those influences in his treatise on ascetism by properly handling the different elements and the …”

René Brouwer Bernard Collette: The Stoic Doctrine of Providence. A Study of its Development and of Some of its Major Issues. S. 592-595

„… position to the influence of Aristotle’s thought on Panae-tius, C. presents a strong case that Panaetius …”

Bibliographische Beilage Nr. 4 S. 673-704

„… Context in Augustan Columbarium Tombs, 56-73; E.A. Dumser: The Influence of Reuse on Architectural …” „… : The View from the Athenian Agora, 278-302; M. Hose: Epilogue: Cultural Dynamics and Influences …”

Petra Amann Alexander von Helden: Kinder in Etrurien. S. 637-646

„… a Mainland influence. I regret that no more attention is given to the 4.2 ka climatic event (p. 59 …”

VORLAGEN UND NACHRICHTEN S. 651-672

„… influence more scholars to finally turn their attention to the study of the omnipresent and yet so neglected …”

doi.org/10.17104/0017-1417-2023-7

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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 39 (2017) Issue 4 ISSN Online: 0344-1369

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Bernhard Swoboda Editorial S. 2-3

„… Paper “Do Stakeholder Influence Each Other in Their Reputation Building Process? – A multi-level …” „… stakeholder groups influence each other in the development of corporate reputation. The company can deploy the …” „… influence on joint decisions as follows: Women (men) are more knowledgeable and have more intense …”

Titelei/Inhaltsverzeichnis S. 1

„… Influence Each Other in Their Reputation Building Process? – A Multi-level Analysis Bernhard Swoboda, Lukas …” „… Mehrebenenanalyse Do Stakeholder Influence Each Other in Their Reputation Building Process? – A Multi-level Analysis …”

Susanne Hanefeld, Michael Lingenfelder Beeinflussen sich Stakeholder in der Reputationsbildung? - Eine Mehrebenenanalyse S. 4-23

„… Reputationsbildung? – Eine Mehrebenenanalyse Do Stakeholder Influence Each Other in Their Reputation Building Process …” „… groups. It becomes evident that stakeholder groups influence each other in the development of corporate …” „… , R., Lynch, R., Melewar, T. C., & Jin, Z. (2015). The Moderating Influences on the Relationship of …”

Elena Dinkevych, Robert Wilken What do You Think, Darling? Revisiting Knowledge on Purchase Decisions of Couples within Households S. 47-58

„… partner has more influence in these decisions. However, due to societal changes in gender roles, this …” „… of relative influence in joint decisions regarding vacations, television sets, groceries, and dining …” „… the relative influence on joint decisions as follows: Women (men) are more knowledgeable and have more …”

Friederike Paetz, Daniel Guhl Understanding Differences in Segment-specific Willingness-to-pay for the Fair Trade Label S. 37-46

„… psychographic characteristics of segment members? Usually, the influence of demographic variables such as gender …” „… an influence of demographic variables on consumers’ WTP for an Italian sample, and Yang et al. (2012 …” „… test its influence on consumers’ WTP. Considering psychographic variables to be potential drivers of …”

Bernhard Swoboda, Lukas Morbe, Dan-Cristian Dabija An Inter- and Intra-format Perspective on Transfer and Perception of Retail Formats S. 24-36

„… · ZFP · Issue 4 · 4. Quarter 2017 H1: The core format attributes identically influence RBE within each …” „… format, (a) the dominant influence of price on RBE remains equally strong, whereas (b) the dominant …” „… influence of assortment on RBE varies between developed and emerging countries. H3: For specific retailers …”

doi.org/10.15358/0344-1369-2017-4

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Säulen der Kostenrechnung

Arbeitskreis Internes Rechnungswesen der Schmalenbach-Gesellschaft für Betriebswirtschaft e.V. (ed.)

2017

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14. Anthony G. Hopwood (1974): Accounting and Human Behaviour S. 327-334

„… procedure depends ultimately upon how it influences the behaviour of people in the enterprise. 1.1 …” „… . Hopwood (1974) power and influence in organisations.1 If accountants are concerned about the wider …” „… well as technical and economic – which influence the accountant’s activities. It requires great social …”

17. Toshiro Hiromoto (1988): Another hidden edge – Japanese management accounting S. 367-377

„… (…) employs an overhead allocation technique, based on the number of parts in product models, to influence …” „… allocation technique, based on the number of parts in product models, to influence its engineers’ design …” „… of the market price. Under this method, market prices critically influence departmental performance …”

9. Charles T. Horngren (1962): Cost Accounting: A Managerial Emphasis S. 243-259

„… a force or influence that impels management toward logical decisions consistent with objectives …” „… . To continuously appraise economic and social forces, and government influences, and interpret their …” „… subordinate to settle between them. The maximum that can be said concerning the controller’s influence in …”

18. Hasso Ziegler (1994): Neuorientierung des internen Rechnungswesens für das Unternehmens-Controlling im Hause Siemens S. 378-397

„… internal income statement. This represents the realized profit without some non-objective influences from …”

4. Jonathan N. Harris (1936): What did we earn last month? S. 113-139

„… dollar value of forecasted sales may be realized in any period, but so many factors influence actual …”

doi.org/10.15358/9783800652884

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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 46 (2024) Issue 1 ISSN Online: 0344-1369

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Teresa Ries, Daniel Baier The Role of Self-Determination Theory in Explaining Patients' Motivation to Continue Using Telemedicine in a Post-Pandemic World S. 40-58

„… to examine factors that influence continuance inten-tion. It remains questionable whether the …” „… influence (Lee2010). However, only few studies have focused on thepsychological factors that may explain use …” „… neglected in marketing (Gilal et al. 2019). Bythis, we aim to explain how psychological factors in-fluence …”

Lisa-Marie Klopfer Evaluating Customer Experience Management in the Insurance Industry - Empirical Studies of Company and Customer Perspectives S. 20-39

„… customer journey de-sign and brand experience influence psychological(i.e., customer satisfaction) and …” „… insurance industry, as it positively influences custom-er satisfaction and, subsequently, customer …” „… customer loyalty.Regarding services, the authors demonstrated that an ef-fective CJD influences customer …”

Anne T. Coughlan, Michael Gerke, and Manfred Krafft Drivers and Moderators of Direct Selling Business Outcomes: Why I Participate Affects How I Perform S. 4-19

„… 1990; Mathieu and Zajac 1990). Wealso hypothesize that met expectations influences ourperformance …”

doi.org/10.15358/0344-1369-2024-1

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Wachstumsstrategien für Unternehmen

Marcus Disselkamp

2021

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2 Wachstum durch Verdrängung S. 17-32

„… . Hierzu zählen neben der klassischen Werbung und dem Einsatz von Multiplikatoren (neudeutsch: Influencer …” „… Werbung (Push) Influencer (Pull) Lobbying, PR, Sponsoring Preisreduktion Distribution (PoI, PoS) Abb. 5 …” „… vor allem zielgruppenspezifischer ist da schon der Einsatz von Influencern. Bei den Influencern …”

5 Wachstum dank neuer Geschäftsmodelle S. 103-150

„… Influencer, Wettbewerber und natürlich ganz besonders die Mitarbeiter. Die Einflussgruppen geben dem …” „… DISC-Modell (Dominance, Influence, Steadiness, Conscientiousness) oder das MBTI-Modell …” „… Zick-Zack-orientierten »Influencer«-Strategie werben mehr oder weniger bekannte Imageträger für eine neue Plattform …”

Verzeichnis der Instrumente für ein erfolgreiches Umsetzen von Wachstumsstrategien S. 189-194

„… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145 I Influencer …”

4 Wachstum durch Kundennutzen S. 53-102

„… Personalisierung oder die Kommunikation über Influencer. Weitere Werbetechniken sind Bildmotive, Farben und Musik …”

doi.org/10.34157/9783648148075

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Die DNA der Generation Z - der direkte Weg in ihr Mindset

Meike Terstiege

2023

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3 MARKETING – wie die Generation Z Marken sieht S. 42-113

„… Peergroup und zunehmend auch durch Influencer:innen beeinflusst. Zum anderen erfährt die Gen Z die …” „… Vergleichsmöglichkeiten, aus demsel-ben Grund bieten sich ihnen in Form von »Influencer:innen« auch neue Maßstäbe und …” „… . Dabei präferiert sie vor allem Geschichten von Marken und Influencer:innen in den sozialen Medien …”

Stichwortverzeichnis S. 231-235

„… 179IIch-Marke 64immersives Marketing 76Individualität 47Influencer-Marketing – Videoformate 81 …” „… – Heritage 78 – immersives 76 – Influencer-Marketing 70 – Involvement 65 – keine Medienbrüche 69 – Mobile …” „… – Recruiting 169 – TikTok 34Social-Media-Marketing – Content Creator 87 – Influencer 87 – Instagram 86 – Social …”

2 MINDSET – wie die Gen Z die Welt sieht S. 18-41

„… Influencer:innen, die zum Beispiel zu Depressionen posten oder das Entwickeln von sog. Health Games zur Vor-sorge …” „… gesellschaftlichen Anschauungen, isst und trinkt, konsumiert dasselbe, folgt denselben Influencer:in-nen, entscheidet …”

5 MEINUNGEN – Experteninterviews zur Generation Z S. 182-217

„… FDP | 203 lassen. Idole sind ebenfalls wichtig. Jede Generation hat ihre »Influencer:innen«. Dar-über …” „… möglich macht. Gemäß dem Motto: »Lead the conversation – to influence change.« Carolin Nowak ist Studio …”

4 MITARBEITER:INNEN – wie die Generation Z Arbeit sieht S. 114-181

„… man digital, jedoch nicht mittels Standard-Bannern oder Mainstream-Influencer-Marketing. Denn sie …” „… Selbstdarstellung. Daher haben viele Me-Professionals Influencer-Potenzial. Sie verbinden die Ökonomie des Geldes …”

doi.org/10.34157/9783648158159

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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 42 (2020) Issue 1 ISSN Online: 0344-1369

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Doreén Pick, Nadine Schreiner The Role of Economic, Social and Environmental Benefits for Customer Loyalty in Different Sharing Services S. 33-47

„… garment sharing only economic benefits influence loyalty. The paper suggests recognizing sharing …” „… , accommodation Likelihood of choosing sharing option again No influence of cost savings Community belonging …” „… increases future sharing (only for cars) No influence of environmental motives Hamari, Sjölkint and …”

Barbara Keller, Heribert Gierl Effectiveness of Animal Images in Advertising S. 3-32

„… effectiveness of animal models. The studies show the characteristics of the depicted animals that influence …” „… influence evaluations of a particular brand offering that type of food). Thus, we investigate whether …” „… , and open to influence. In summary, we presume that people regard pets in particular and domesticated …”

Editorial S. 2

„… benefits influence loyalty. The paper suggests the need to consider sharing industries as very distinct …”

Vlada Pleshcheva, Daniel Klapper The Moderating Effect of Fuel Prices on the Market Value of Fuel Economy, Driving Intensity, and CO2 Emissions S. 48-66

„… . 2014). We contribute to this literature by exploring how fuel prices influence the responsiveness of …” „… influence the driving intensity and whether these adjustments correspond to the optimal vehicle usage. Third …” „… 42 · 1/2020 · p. 48–63 61 In general, any information that could influence consumers’ car choices and …”

doi.org/10.15358/0344-1369-2020-1

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Controlling

Browse Volumes: Controlling

CON Volume 29 (2017) Issue 6 ISSN Online: 0935-0381

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Sergey Falko Controlling and Management Accounting in Russia S. 45-51

„… the following: 1. Academic Literature has had an influence on both debate and practice, regarding for …” „… includes the influence of some textbooks and teaching cases on the development and diffusion of management …” „… influence composed of three levels: insignificant (mild), moderate and significant. This scale reflects the …”

Inhaltsübersicht S. 2-3

„… influence on the change of the management control, but also globalization, advances in science and politics …” „… . This also has an influence on the measurement methods and its solutions. Stand und Entwicklung des …” „… presents the results that have shaped and currently influence the understanding of management accounting in …”

Paul Sharman, Nick Shepherd A North American Perspective of Management Control S. 33-38

„… only do the realities such as big data and digitization have an influence on the change of management …” „… control, but also globalization, advances in science and politics. This also has an influence on …” „… ) and technology all bring significant influence on the value that is assigned to a corporation. For …”

Michael-Jörg Oesterle, Björn Miola Zusammenhang zwischen Landeskultur und Controlling - Eine konzeptionelle Analyse S. 17-24

„… ., Chinese Conflict Preferences and Negotiating Behavior: Cultural and Psychological Influences, in …” „… Information Systems (AMCIS), New York 2004, S. 477–481. MacArthur, J., Cultural Influences on German Versus …” „… Cultural Diversity in Business, 2. Aufl., London 1997. Ueno, S./Sekaran, U., The Influence of Culture on …”

doi.org/10.15358/0935-0381-2017-6

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WiSt - Wirtschaftswissenschaftliches Studium

Browse Volumes: WiSt - Wirtschaftswissenschaftliches Studium

WIST Volume 50 (2021) Issue 1 ISSN Online: 0340-1650

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Olexiy Khabyuk Kommunikationsmodelle für das Tagesgeschäft in der Unternehmenspraxis S. 54-57

„… Influencer-Kommunikation in Social Media funktioniert ähnlich. Influencer sind Personen, die eine besondere Affinität für …” „… teilen, schlüpfen in die Influencer-Rolle. Influencer mit Millionen von Followern (wie z.B. Dagibee …” „… reagieren. Botschaften von Influencern (Earned Content) sind deshalb wirksamer als Botschaften aus …”

Thomas A. Martin, Martina Mühlbauer Sabbaticals S. 51-53

„… influence of temporary time offs from work on employer attractiveness – An experimental study, in …”

doi.org/10.15358/0340-1650-2021-1

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Fachwörterbuch Rechnungslegung nach IAS / IFRS und HGB

Bettina Stoke-Borchert

Series: BeckLex

Volume 2021

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Seite 559 – 563 S. 559-563

„… (cash flow statement)) Einnahme-Ausgabe.influence beeinflussen; Einfluss.influence, significant …” „… that an investor has significant influence if the investor holds, directly or indirectly, 20% of more …” „… influence. The following are indications of the existence of significant influence: a) representation on the …”

Seite 694 – 698 S. 694-698

„… ~ in ihrer Gesamtheit signifikant.significant, entities with joint control of, or ~ influence over, the …” „… Verbesserungen.significant influence maßgeblicher EinflussI. German GAAP:Participation in the financial and operating policy …” „… rebuttable presumption that an investor has significant influence if the investor holds, directly or …”

Seite 599 – 603 S. 599-603

„… wesentlichInformation is material if omitting, misstating or obscuring it could reasonably be expected to influence …” „… InformationenInformation is material if omitting, misstating, or obscuring it could reasonably be expected to influence …” „… misstatements of items are material if they could, individually or collectively, influence the economic …”

Seite 414 – 418 S. 414-418

„… influence and which is neither a subsidiary nor a joint venture of the one of the group entities. (GAS 8)An …” „… policies an entity included in the consolidated financial statements exercises significant influence, or …” „… there is a rebuttable presumption of such an influence, and in which that entity included in the …”

Seite 96 – 100 S. 96-100

„… bookkeeping.Einfluss (auf) effect (on), impact (on); factor; influence.Einfluss, beherrschender ~ DRS/GAS 19 …” „… Einfluss, maßgeblicher ~ significant influenceI. HGB:Mitwirkung an der Geschäfts- und Finanzpolitik eines …”

Seite 231 – 235 S. 231-235

„… des Beteiligungsunternehmens erheblich beeinflussen.M20maßgeblicher Einfluss significant influence …” „… significant influence over, the entity.Maßgeblichkeit, Grundsatz der ~ ‘financial accounting leads tax …”

Seite 664 – 668 S. 664-668

„… person: (i) has control or joint control over the reporting entity; (ii) has significant influence over …” „… significant influence over the entity or is a member of the key management personnel of the entity (or of a …”

Seite 499 – 503 S. 499-503

„… control of, or significant influence over, the entity IAS 24 Unternehmen, unter deren gemeinschaftlicher …” „… control of, or significant influence over, another entity. An entity does not necessarily have an interest …”

Seite 326 – 330 S. 326-330

„… joint control of, or significant influence over, the entity.Unternehmens|anleihe corporate bond …”

Seite 399 – 403 S. 399-403

„… influence, issuing instructions) that relate to the entity as a whole.A50Advisory Council, IFRS …”

Seite 439 – 443 S. 439-443

„… members who may be expected to influence, or be influenced by, that person in their dealings with the …”

Seite 579 – 583 S. 579-583

„… stehen.joint control, entities with ~ ~ of, or significant influence over, the entity IAS 24 Unternehmen, unter …”

Seite 151 – 155 S. 151-155

„… Unternehmen steht IAS 24 entities with joint control of, or significant influence over, the entity …”

Seite 619 – 623 S. 619-623

„… misstatements of items are material if they could, individually or collectively, influence the economic …”

Seite 51 – 55 S. 51-55

„… ); requirement.Bedürfnis, Informations~ information needs.beeinflussen affect; influence.Beeinträchtigung detriment.beenden …”

Seite 424 – 428 S. 424-428

„… functions (eg supervision, providing advice, exercising influence, issuing instructions) that relate to the …”

Seite 569 – 573 S. 569-573

„… significant influence over, another entity. An entity does not necessarily have an interest in another entity …”

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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 40 (2018) Issue 2 ISSN Online: 0344-1369

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Michael Steiner, Martin Meißner A User's Guide to the Galaxy of Conjoint Analysis and Compositional Preference Measurement S. 3-25

„… discuss factors that influence the studies’ external validity. Our paper, thus, serves as a user’s guide …” „… papers. These factors can strongly influence the validity of preference measurement results. Our first …” „… conduct market simulations and describes factors that influence the external validity. Section 10 offers …”

Anja Spilski, Andrea Gröppel-Klein, Heribert Gierl Avoiding Pitfalls in Experimental Research in Marketing S. 58-94

„… under different moderator conditions. In sum, the moderating variable influences the independent …” „… two arrows – one representing the X = Y path and the other representing the influence of the moderator …” „… influence. The independent variable affects the dependent variable (X = Y); in the example, absence vs …”

Thomas Otter, Max J. Pachali, Stefan Mayer, Jan R. Landwehr Causal Inference Using Mediation Analysis or Instrumental Variables - Full Mediation in the Absence of Conditional Independence S. 41-57

„… arrows pointing to X, M, and Y coming from Us indicate the influence of independent, unobserved …” „… causal theory level, M fully mediates X ’s influence on Y and therefore an experimental procedure that …” „… , the cost of product ingredients that influences prices but does not have any direct effect on sales (i …”

Bernhard Swoboda Editorial S. 2

„… data, set up market simulations and discuss factors that influence the studies’ external validity. The …”

Martin Klarmann, Sven Feurer Control Variables in Marketing Research S. 26-40

„… causally. For instance, “Quantitative models to understand causality, levers, and influences in a complex …” „… Cov(z,x) does not capture any causal influence of x on z. This issue has received some attention in the …” „… share common causes with y that may in turn also influence the relationship between x and y in this …”

doi.org/10.15358/0344-1369-2018-2

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Brand Innovation

Andreas Baetzgen (ed.)

2019

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Kapitel 5: Brand Humanizing S. 121-172

„… Employer Branding, Influencer Marketing oder Service Design geht. Denn erst menschliche Qualitäten wie …” „… , Werbefigur, Influencer, Sprachassistent oder Kunde ihr Gesicht und ihre Stimme leihen – egal ob real …” „… Identifikation mit Menschen für den Markenerfolg ist, zeigt nicht zuletzt das Influencer Marketing. Während die …”

Stichwortverzeichnis S. 321-326

„… Stichwortverzeichnis 323 Influencer 127 Influencer Marketing 124 Influencer-Marketing 127 Innovation – Definition 17 …”

Literatur S. 307-320

„… Influencer Kooperationen und Social Media Marketing. In: style/ranking vom 18.12.2018 …” „… . https://www.styleranking.de/magazine/lifestyle/aboutyou-im-gro%C3%9Fen-interview-ueber-content-creation-influencer-und-social-media-marketing (Zugriff: 25.06.2019 …” „… . jsp?containerId=prUS44440318 (Zugriff: 05.08.2019). InfluencerDB (2019): Influencer marketing benchmarks 2019 …”

Kapitel 4: Brand Narrative S. 81-120

„… Tool sind in diesem Zusammenhang auch sogenannte Influencer Communities, in denen soziale …”

Kapitel 7: Data-Driven Brand S. 205-254

„… gemessenen Attribute von bestimmten Events, Testimonials, Assets oder Influencern dazu beitragen können, das …”

doi.org/10.34156/9783791044705

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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 41 (2019) Issue 2 ISSN Online: 0344-1369

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Andreas Aigner, Robert Wilken, Sylvie Geisendorf Using Consumer Empowerment to Increase the Effectiveness of Price Discounts S. 48-66

„… decision-making and feel that they might influence or control the outcome, the final decision becomes “their …” „… ), influences consumers’ perceptions of goods. ETS was implemented by transferring decision-making authority …” „… positive influence of price promotion on sales and turnover (Blattberg et al. 1981; Gupta 1988; Thompson …”

Uwe Messer, Steffen Wölfl, Jasmin Feste Creating a Sincere Look: Face Ratios of Brand Mascots Affect Social Categorisation and Trust S. 37-47

„… humanised entities’ face ratios prompt automatic inferences that influence social categorisation. Our …” „… an indicator of social behaviour and influences human perception (Carré et al. 2009). Prior research …” „… . 2009; Stirrat and Perrett 2010). Recent research also indicates that fWHR particularly influences …”

Stefan Thomas, Heribert Gierl Too Sexy for this Price? The Effectiveness of Erotic Advertising Depending on the Brand's Price Level S. 4-20

„… norms, i. e., rules they obey independent of strong social influence such as “I should not eat meat and …” „… strongly attenuated due to the influence of feeling rules and concerns about appropriate company behavior …” „… did not influence the regulated affective state, we conclude that our data conform to H1. 3.8. Test of …”

Hanna Reimers, Stefan Hoffmann Transparent Price Labelling for Sustainable Products: A Boost for Consumers' Willingness to Buy? S. 21-36

„… perception of monetary and transactional costs, and how they in turn influence consumers’ willingness to pay …” „… empirical support for a negative influence on consumers’ WTP for different product categories (Akkucuk 2011 …” „… framed may influence consumer behaviour. Presenting a price in terms of single price components (price …”

doi.org/10.15358/0344-1369-2019-2

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