Consumers’ online brand-related activities (COBRAs) on SNS brand pages: An investigation of consuming, contributing and creating behaviours of SNS brand page followers
Piehler, Rico, Schade, Michael, Kleine-Kalmer, Barbara, Burmann, Christoph
Published in European journal of marketing (09.09.2019)
Published in European journal of marketing (09.09.2019)
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Journal Article
The role of leadership and communication in internal city branding
Piehler, Rico, Roessler, Ayla, Burmann, Christoph
Published in The journal of product & brand management (03.08.2021)
Published in The journal of product & brand management (03.08.2021)
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Journal Article
Internal brand management: introduction to the special issue and directions for future research
Piehler, Rico, Grace, Debra, Burmann, Christoph
Published in The journal of brand management (01.05.2018)
Published in The journal of brand management (01.05.2018)
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Journal Article
Branding’s academic–practitioner gap: managers’ views
Alpert, Frank, Brown, Mark, Ferrier, Elizabeth, Gonzalez-Arcos, Claudia Fernanda, Piehler, Rico
Published in The journal of product & brand management (03.02.2022)
Published in The journal of product & brand management (03.02.2022)
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Journal Article
Increasing consumers’ intention to use location-based advertising
Schade, Michael, Piehler, Rico, Warwitz, Claudius, Burmann, Christoph
Published in The journal of product & brand management (04.12.2018)
Published in The journal of product & brand management (04.12.2018)
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Journal Article
Consumers’ online brand-related activities (COBRAs) on SNS brand pages
Piehler, Rico, Schade, Michael, Kleine-Kalmer, Barbara, Burmann, Christoph
Published in European journal of marketing (20.09.2019)
Published in European journal of marketing (20.09.2019)
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Journal Article
Reacting to negative online customer reviews
Piehler, Rico, Schade, Michael, Hanisch, Ines, Burmann, Christoph
Published in Journal of service theory and practice (21.11.2019)
Published in Journal of service theory and practice (21.11.2019)
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Journal Article
Sport club brand personality scale (SCBPS): A new brand personality scale for sport clubs
Schade, Michael, Piehler, Rico, Burmann, Christoph
Published in The journal of brand management (01.11.2014)
Published in The journal of brand management (01.11.2014)
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Journal Article
Location-Based Advertising: Privacy Concerns No Big Deal
Schade, Michael, Piehler, Rico, Warwitz, Claudius, Burmann, Christoph
Published in Marketing Review St. Gallen (2016)
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Published in Marketing Review St. Gallen (2016)
Journal Article
Internal Branding — Relevance, Management and Challenges
Piehler, Rico, Hanisch, Stephan, Burmann, Christoph
Published in Marketing Review St. Gallen (01.03.2015)
Published in Marketing Review St. Gallen (01.03.2015)
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Journal Article
Antecedents of the Intention to Use Location-Based-Advertising: Advertising Value, Privacy Concerns, and the Role of Brand Trust: An Abstract
Schade, Michael, Piehler, Rico, Warwitz, Claudius, Burmann, Christoph
Published in Marketing at the Confluence Between Entertainment and Analytics (2017)
Published in Marketing at the Confluence Between Entertainment and Analytics (2017)
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Book Chapter