Campus Koblenz
Konrad-Zuse-Straße 1
DE - 56075 Koblenz
DE - 56075 Koblenz
- Die Übereinstimmung von Markenidentität und Markenimage : Konzeptionelle Diskussion und fallstudienbasierte Evaluation am Beispiel der FIFA
Schmidt, Holger J.; Braun, David - Al-based B-to-B brand redesign : A case study
Schmidt, Holger J.; Albert, Vakhtang Daniel - Design Science and Marketing: A Perfect Couple
Henseler, J.; Schmidt, H. J.; Redler, J. - Building brand meaning in social entrepreneurship organizations : the social impact brand model
Lückenbach, Florian; Schmidt, Holger J.; Henseler, Jörg - Employees as Corporate Influencers and Co-creators of Brand-Meaning
Schmidt, Holger J.; Hesse, Andreas - How posting in social networks affects employee-based brand equity
Hesse, Andreas; Schmidt, Holger J.; Bosslet, Ronja et al. - I know that I know nothing : exploring the managerial relevance of recent orientations in brand management research
Redler, Joern; Schmidt, Holger J. - Beware, an underdog may bite: literature review and brand management framework in the context of underdog brands
Schmidt, Holger J.; Steenkamp, Pieter - How the Creative Class Co-creates a City’s Brand Identity : A Qualitative Study
Rodrigues, Clarinda; Schmidt, Holger J. - Innovative Markenwissenschaft #1: Methoden
Schmidt, Holger J.; Baumgarth, Carsten; Boltz, Dirk-Mario - Innovative Markenwissenschaft #2: Brand Co-Creation und sociopolitical activist Brands
Boltz, Dirk-Mario; Schmidt, Holger J.; Baumgarth, Carsten - Innovative Markenwissenschaft #3: Transfer
Baumgarth, Carsten; Boltz, Dirk-Mario; Schmidt, Holger J. - Internal Branding - In search of a new paradigm : Guest editorial
Schmidt, Holger J.; J. Ind, Nicholas; Iglesias, Oriol - Nachhaltige Markenführung: Einführung in den thematischen Schwerpunkt dieser Ausgabe
Schmidt, Holger J. - Sociopolitical activist brands
Schmidt, Holger Joerg; Ind, Nicholas; Guzmán, Francisco et al. - Fresh perspectives on brand management
Baumgarth, Carsten; Boltz, Dirk-Mario; Schmidt, Holger J. et al. - How a Corporate Influencer Co-creates Brand Meaning : The Case of Pawel Dillinger from Deutsche Telekom
Hesse, Andreas; Schmidt, Holger J.; Baumgarth, Carsten - Marketing- und Markenwissenschaft brauchen frische Themen
Schmidt, Holger J.; Baumgarth, Carsten; Boltz, Dirk-Mario - Sustainable luxury : current status and perspectives for future research
Kunz, Jennifer; May, Stephanie; Schmidt, Holger J. - Markenbotschafterprogramm? Erfolgsfaktoren eines oft vergessenen Instruments der Internen Markenführung
Schmidt, Holger J.; Baumgarth, Carsten - To perform or not to perform? How strategic orientations influence the performance of Social Entrepreneurship Organizations
Lückenbach, Florian; Baumgarth, Carsten; Schmidt, Holger J. et al. - Auswirkungen der Digitalisierung im Marketing : Eine Expertenstudie
Schmidt, Holger J.; Berg, Martina - Forum Markenforschung 2016 : Tagungsband der internationalen Konferenz "DerMarkentag"
Baumgarth, Carsten; Schmidt, Holger J. - How Diverse is Corporate Brand Management Research? Comparing Schools of Corporate Brand Management with Approaches to Corporate Strategy
Redler, Jörn; Holger, Schmidt - Strengthening internal brand equity with brand ambassador programs : development and testing of a success factor model
Schmidt, Holger J.; Baumgarth, Carsten - Access to finance problems for small retail businesses in South Africa : comparative views from finance seekers (retailers) and finance providers (banks)
Schmidt, Holger J.; Mason, Roger B.; Bruwer, Juan-Pierré et al. - Brand Ambassador Programs : an analysis of the 'ghost' of internal branding instruments
Schmidt, Holger J.; Baumgarth, Carsten - Does brand orientation contribute to retailers’ success? An empirical study in the South African market
Schmidt, Holger J.; Mason, Roger; Steenkamp, Pieter et al. - Empowerment from a “student as customer” perspective: Literature review and development of a framework in the context of higher education
Schmidt, Holger J.; Baumgarth, Carsten - Equally diverse? Investigating the Congruence of Brand Management Research Schools with Approaches to Corporate Strategy
Schmidt, Holger J.; Redler, Jörn - Living brand orientation : how a brand-oriented culture supports employees to live the brand
Schmidt, Holger J. - Nachhaltigkeit und Marke : Interviews & Erfolgsbeispiele
Baumgarth, Carsten; Schmidt, Holger J.; Bachmann, Axel et al. - Brand orientation in the South African retail sector and its impact on market performance : an empirical study
Schmidt, Holger J.; Steenkamp, Pieter; Mason, Roger et al. - Fernbuslinien im Fokus : Eine Conjoint‐Analyse zur Bestimmung der kaufrelevanten Produkteigenschaften
Schmidt, Holger J.; Fitzner, Jens - Identity, customer needs or risk-taking? Empirical analysis of the impact of brand, market and entrepreneurial orientation on the performance of Social Entrepreneurship Organisations (SEOs)
Baumgarth, Carsten; Lückenbach, Florian; Schmidt, Holger J. et al. - Technologiemarken : Definition, Besonderheiten und Trends
Schmidt, Holger J.; Baumgarth, Carsten; Gietl, Jürgen et al. - Alles grün oder was? : Nachhaltigkeitskommunikation heute und morgen
Schmidt, Holger J.; Gelbling, Katharina - Ausgewählte Elemente der operativen Markenführung
Schmidt, Holger J. - Bezugsrahmen und Anwendungsbeispiele eines integrierten Corporate Strategic & Brand Management
Schmidt, Holger J. - Brand Orientation : a Case Study Approach within the Context of Social Entrepreneurial Businesses
Schmidt, Holger J.; Baumgarth, Carsten