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Identitätsbasierte Markenführung
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Identitätsbasierte Markenführung (2015)Identitätsbasierte MarkenführungMeaningful experiences: an embodied cognition perspective on brand meaning co-creation (2018)Meaningful experiences: an em…Holistische Markenführung im digitalen Zeitalter – Voraussetzung zur Erreichung einer Omnichannel-Exzellenz (2018)Holistische Markenführung im …Predators and prey: a new ecology of competition. (1993)Konsumentenverhalten (2013)Marketing (2014)Cultures and Organizations: Software of the Mind. (1993)Metaphors We Live By (2003)Cocreated brand value: theoretical model and propositions (2021)Unpacking brand co-creation: a single-case study and empirical consolidation of brand co-creation performances following qualitative meta-synthesis (2024)The Coding Manual for Qualitative Researchers (2025)
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  • 2018Meaningful experiences: an embodied cognition perspective on brand meaning co-creation18 cited
  • 2018Holistische Markenführung im digitalen Zeitalter – Voraussetzung zur Erreichung einer Omnichannel-Exzellenz13 cited

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