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Discursive Brand Solidarisation - An Action Net Perspective

This article combines literature on consumer brand engagement with Action Net Theory in order to understand the discursive construction of brand solidarisation in the case of a traditional, national Read More »

Date: 06/03/2014
Author: Verena E. Stoeckl, Sabrina Gabl, Sylvia Von Wallpach, Andrea Hemetsberger
Contributor: eb™ Research Team
Article

Managing Brand Architecture – The Impact Of Corporate And Product Brands

The complexity of brand portfolios has considerably increased within the last few years. This raises important challenges for many corporations. In this context, the current state of brand Read More »

Date: 06/03/2014
Author: Christoph Burmann, Christopher Kanitz, Tilo Halaszovich, Michael Schade
Contributor: eb™ Research Team
Article

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 »

Date: 06/03/2014
Author: Sven Henkel, Dennis Herhausen, Philipp Scharfenberger
Contributor: eb™ Research Team
Article

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 »

Date: 06/03/2014
Author: Alexander Edeling, Stefan Hattula, Torsten Bornemann
Contributor: eb™ Research Team
Article

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 »

Date: 06/03/2014
Author: Lorena Blasco-Arcas, Blanca Hernandez-Ortega, Julio Jimenez-Martínez
Contributor: eb™ Research Team
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