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Konsumentenverhalten (2013)KonsumentenverhaltenDigitalization as a Provider of Sustainability?—The Role and Acceptance of Digital Technologies in Fashion Stores (2023)Digitalization as a Provider …Memory Index: When Are Stimuli Stored and How? (2022)Memory Index: When Are Stimul…Artificial Intelligence in Marketing Analytics: The Application of Artificial Neural Networks for Brand Image Measurement (2022)Artificial Intelligence in Ma…Umweltfreundliche Verkehrsmittelwahl in der Urlaubsregion (2019)Umweltfreundliche Verkehrsmit…Herausforderungen und Aufgaben des Markenmanagements (2019)Herausforderungen und Aufgabe…Holistische Markenführung im digitalen Zeitalter – Voraussetzung zur Erreichung einer Omnichannel-Exzellenz (2018)Holistische Markenführung im …German Millennials’ Decision-Making Styles and Their Intention to Participate in Online Group Buying (2018)German Millennials’ Decision-…Controlling der Marketingkommunikation: Zentrale Kennzahlen und ausgewählte Evaluationsverfahren (2016)Controlling der Marketingkomm…Grundlagen des Marketing (2014)Grundlagen des MarketingCommodity Marketing – Eine Einführung (2014)Commodity Marketing – Eine Ei…Die Bestimmung der Repositionierungsintensität von Marken (2010)Die Bestimmung der Reposition…Übereinstimmung von Marken- und Konsumentenpersönlichkeit als Determinante des Kaufverhaltens — Eine Metaanalyse der Selbstkongruenzforschung (2006)Übereinstimmung von Marken- u…Operationalisierung latenter Variablen in Strukturgleichungsmodellen: Eine Standortbestimmung (2006)Operationalisierung latenter …Competitive Strategy: Techniques for Analyzing Industries and Competitors (1980)Competitive Advantage: Creating and Sustaining Superior Performance (1985)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Coefficient Alpha and the Internal Structure of Tests (1951)Structural Equations with Latent Variables (1989)Structural Equations with Latent Variables. (1991)Formative Indikatoren: Einige Anmerkungen zu ihrer Art, Validität und Multikollinearität (2008)Formative Versus Reflective Measurement: An Illustration Using Work–Family Balance (2011)Collaboration in the consulting industry (2016)A Theory of Cognitive Dissonance (1957)Understanding Attitudes and Predicting Social Behavior (1980)A Theory of Cognitive Dissonance (2017)Firm Resources and Sustained Competitive Advantage (1991)Predators and prey: a new ecology of competition. (1993)Markenpolitik (2014)Marketing (2014)Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology (1989)Common method biases in behavioral research: A critical review of the literature and recommended remedies. (2003)Global symbolic-value orientation and positive electronic word of mouth towards local fashion brands (2021)Rural small scale farmers’ smart mobile phone usage acceptance prognosticators for agricultural marketing information access (2022)An Inquiry into the Nature and Causes of the Wealth of Nations (1776)The Nature of the Firm (1937)The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation (1991)The magical number seven, plus or minus two: Some limits on our capacity for processing information. (1956)Marketing management: analysis. planning. implementation and control (2000)Kundenorientierte Messung des Markenwerts (2005)Consumer Neuroscience (2012)Konsumentenverhalten (2022)Comparative fit indexes in structural models. (1990)User Acceptance of Information Technology: Toward A Unified View1 (2003)lavaan : An R Package for Structural Equation Modeling (2012)ICT adoption in the textile and jewelry industries for sustainable fashion: A systematic review (2024)The evolution of digitainability in the fashion industry: a bibliometric analysis (2024)Consumer Acceptance of AI-Supported Circular Fashion Services (2026)
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  • 2006Operationalisierung latenter Variablen in Strukturgleichungsmodellen: Eine Standortbestimmung57 cited
  • 2018German Millennials’ Decision-Making Styles and Their Intention to Participate in Online Group Buying39 cited
  • 2014Grundlagen des Marketing31 cited
  • 2014Commodity Marketing – Eine Einführung22 cited
  • 2006Übereinstimmung von Marken- und Konsumentenpersönlichkeit als Determinante des Kaufverhaltens — Eine Metaanalyse der Selbstkongruenzforschung22 cited
  • 2010Die Bestimmung der Repositionierungsintensität von Marken17 cited
  • 2023Digitalization as a Provider of Sustainability?—The Role and Acceptance of Digital Technologies in Fashion Stores16 cited
  • 2019Herausforderungen und Aufgaben des Markenmanagements14 cited
  • 2018Holistische Markenführung im digitalen Zeitalter – Voraussetzung zur Erreichung einer Omnichannel-Exzellenz13 cited
  • 2022Artificial Intelligence in Marketing Analytics: The Application of Artificial Neural Networks for Brand Image Measurement12 cited
  • 2016Controlling der Marketingkommunikation: Zentrale Kennzahlen und ausgewählte Evaluationsverfahren12 cited
  • 2019Umweltfreundliche Verkehrsmittelwahl in der Urlaubsregion6 cited
  • 2022Memory Index: When Are Stimuli Stored and How?1 cited

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