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How Employees’ Distance To Headquarter Affects The Influence Of Internal Vs. External
This study examines the effect of internal and external communication on commitment and brand behavior of employees. The authors propose that distance to headquarter moderates the impact of internal Read More »
Author: Sven Henkel, Dennis Herhausen, Philipp Scharfenberger
Contributor: eb™ Research Team
Memory Effects Of Past Sponsorships
Despite considerable interest in the long-term effects of sponsorship, few studies examine the ongoing effects when sponsorships have expired. This article fills this research gap by developing and Read More »
Author: Alexander Edeling, Stefan Hattula, Torsten Bornemann
Contributor: eb™ Research Team
Branding In Interactive Media: Engagement Platforms And Their Influence On Customer Engagement And
Branding in digital worlds has become a critical issue and has shifted from a firm-focused management to a customer-focused one. This is especially relevant in virtual engagement platforms, which are Read More »
Author: Lorena Blasco-Arcas, Blanca Hernandez-Ortega, Julio Jimenez-Martínez
Contributor: eb™ Research Team
Choice-Based, Brand-Anchored Conjoint (CBAC): A New Method For Measuring Brand Image
The article introduces choice-based, brand-anchored conjoint (CBAC) analysis as a new measurement technique to assess brand image, based on an approach introduced by Louviere and Johnson (1990), in Read More »
Author: Oliver Schnittka, Mario Farsky, Henrik Sattler
Contributor: eb™ Research Team
Experiential Marketing In An Entertainment Service: Event-Brand Transfer
The main aim of this research is to evaluate the effects that experiencing an event has on experience with the promoting brand. The study analysed the musical event MTV winter festival, considering Read More »
Author: Natalia Vila, Ines Kuster-Boluda, Mª Carmen Rodriguez-Molina, Lisa Scribner, Asuncion Hernandez-Fernández
Contributor: eb™ Research Team
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The Impact of Culture on Own-Label Brands Performance
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