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Prof. Dr. Carsten Baumgarth
Prof. Dr. Carsten Baumgarth
HWR Berlin - Berlin School of Economics and Law
Bestätigte E-Mail-Adresse bei cbaumgarth.net - Startseite
Titel
Zitiert von
Zitiert von
Jahr
Markenpolitik: Markenwirkungen-Markenführung-Markencontrolling
C Baumgarth
Springer-Verlag, 2008
812*2008
Brand orientation and market orientation—From alternatives to synergy
M Urde, C Baumgarth, B Merrilees
Journal of Business research 66 (1), 13-20, 2013
5552013
How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’in a business-to-business setting
C Baumgarth, M Schmidt
Industrial Marketing Management 39 (8), 1250-1260, 2010
4832010
“Living the brand”: brand orientation in the business‐to‐business sector
C Baumgarth
European Journal of Marketing, 2010
4602010
Replication research's disturbing trend
H Evanschitzky, C Baumgarth, R Hubbard, JS Armstrong
Journal of Business Research 60 (4), 411-415, 2007
3532007
Evaluations of co‐brands and spill‐over effects: Further empirical results
C Baumgarth
Journal of Marketing Communications 10 (2), 115-131, 2004
1792004
Wirkungen des Co-Brandings: Erkenntnisse durch Mastertechnikpluralismus
C Baumgarth
Springer-Verlag, 2003
1762003
Brand orientation of museums: Model and empirical results
C Baumgarth
International Journal of Arts Management, 30-45, 2009
1632009
Brand orientation: Past, present, and future
C Baumgarth, B Merrilees, M Urde
Journal of Marketing Management 29 (9-10), 973-980, 2013
1212013
Strengthening internal brand equity with brand ambassador programs: development and testing of a success factor model
HJ Schmidt, C Baumgarth
Journal of Brand Management, 1-16, 2018
1062018
Sales force impact on B‐to‐B brand equity: conceptual framework and empirical test
C Baumgarth, L Binckebanck
Journal of Product & Brand Management 20 (6), 487-498, 2011
1032011
Is co-creation really a booster for brand equity? The role of co-creation in observer-based brand equity (OBBE)
S Kristal, C Baumgarth, C Behnke, J Henseler
Journal of Product & Brand Management 25 (3), 247-261, 2016
752016
Markenpolitik: Markenwirkungen—Markenführung—Markenforschung
C Baumgarth
Springer-Verlag, 2013
702013
Methoden zur Markenfitanalyse
C Baumgarth
planung & analyse 27 (5), 48-51, 2000
602000
Pop-up-Stores im Modebereich–Erfolgsfaktoren einer vergänglichen Form der Kundeninspiration
C Baumgarth, OL Kastner
Marketing Review St. Gallen 29, 34-45, 2012
572012
Brand management and the world of the arts: Collaboration, co-operation, co-creation, and inspiration
C Baumgarth
Journal of Product & Brand Management 27 (3), 237-248, 2018
562018
Ingredient Branding—Begriff und theoretische Begründung
H Freter, C Baumgarth
Moderne Markenführung: Grundlagen—Innovative Ansätze—Praktische …, 2005
542005
“Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists
S Kristal, C Baumgarth, J Henseler
Journal of Product & Brand Management 27 (3), 334-347, 2018
522018
Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock
S Kristal, C Baumgarth, J Henseler
Journal of Business Research 114, 240-253, 2020
492020
Empirische Mastertechniken
C Baumgarth, M Eisend, H Evanschitzky
Empirische Mastertechniken: Eine anwendungsorientierte Einführung für die …, 2009
492009
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