The Complexities of Brand Purpose, Political Beliefs, and Consumer Behavior
Lea Huhn and Victoria Meil Political polarization and partisan antipathy between liberals (Democrats) and conservatives
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Real Impact Beyond Buzzwords: AI Methods in Marketing and Sales
Sebastian Seibel & Frank Ohnesorge An Abundancy of Data Sources and Types With the current
Measuring Digital Customer Experience Quality Along The Customer Journey
Paula Schäfer and Frank Ohnesorge The customer experience (CX) is more relevant today than ever
The biases in online product reviews consumers and managers need to be aware of
Luca-Joel Schäfer and Frank Ohnesorge Recent figures highlight how critical online product reviews are to
Monetizing Corporate Data
An Overview of Existing Approaches and Challenges Pauline van Rüth and Andreas Hamann Often titled
All change: The Transformation of Consumer Behavior during the COVID-19 Pandemic
Sarah Steinhauser and Ülfet Isci-Özalp Pandemic lasted over two years and has had significant social,
Marketing in Virtual Realities
Lukas Klein und Stefan Kluge In an increasingly competitive business environment, companies are in search
Blockchain Technology and Marketing
Finn Stöhr und Stefan Kluge Blockchain technology has received much attention from researchers and practitioners,
Different Ways to Capture Consumer Opinion
Elisabed Mamradze & Leonie Gehrmann Understanding consumer needs and preferences is crucial for several reasons.
Defending market share against newcomer brands
Ivonne Mangels & Frank Ohnesorge Pressured by newbies – How established brands defend market share