Items where Author is "Esch, Franz-Rudolf"

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Number of items: 18.

Article

Esch, Franz-Rudolf, Brunner, Christian and Spomer, Olga (2012) Kapitalisierung von Marken: Starke Marken aufbauen und transferieren. Wirtschaftswissenschaftliches Studium (WiSt) - Zeitschrift für Studium und Forschung, 41 (2). pp. 56-63. ISSN 0340-1650

Esch, Franz-Rudolf, Brunner, Christian and Gowlowski, Dominika (2011) Automobilmarken durch Porfolio-Werbung stärken: Wie kommunikatives Potenzial optimal genutzt werden kann. Zeitschrift für die gesamte Wertschöpfungskette Automobilwirtschaft (ZfAW), 2. pp. 6-13. ISSN 1434-1808

Esch, Franz-Rudolf and Brunner, Christian (2010) CSR: mehr als nur leere worte? Markenartikel, 4. pp. 75-77. ISSN 0342-1236

Esch, Franz-Rudolf, Brunner, Christian, Gawlowski, Dominika, Knörle, Christian and Krieger, Kai Harald (2010) Customer Tuchpoins marken- und kundenpezifisch mangen. Marketing Review St. Gallen, 27 (2). pp. 8-13. ISSN 1865-6544

Brunner, Christian and Esch, Franz-Rudolf (2010) Der Einfluss des Markenportfolios auf die Dachmarke durch Portfolio-Werbung: Eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchitekturen (Impact of Corporate Brand on Product Brands via Portfolio Advertising: An Empirical Investigation Strengthening Corporate Brand and Product Brands in Complex Brand Architectures). Marketing, 3. pp. 144-161. ISSN 0344-1369

Esch, Franz-Rudolf, Brunner, Christian, Gowlowski, Dominika and Goertz, Susanne (2010) Der Einfluss von Portfolio-Werbung auf die Einstellung und das Image von Dachmarken: eine empirische Untersuchung (Impact of Portfolio Advertising on the Attitude Toward the Corporate Brand and its Image: An Empirical Investigation). Transfer - Werbeforschung & Praxis, 2. pp. 6-30. ISSN 1436-798X

Esch, Franz-Rudolf and Brunner, Christian (2009) Sein und schein. Wirtschaftswoche, 50. pp. 40-42. ISSN 0042-8582

Esch, Franz-Rudolf and Brunner, Christian (2009) Kein Wundermittel - CSR ist in aller Munde [ No cure - CSR is all the rage]. Frankfurter Allgemeine Zeitung (Special CSR), 132.

Book Section

Esch, Franz-Rudolf and Brunner, Christian (2011) Portfolio Advertising as an Instrument to Strengthen the Corporate Brand in a Complex Brand Architecture. In: European Advances in Consumer Research. Association for Consumer Research, p. 543. ISBN 9780915552665

Brunner, Christian and Esch, Franz-Rudolf (2011) Corporate Social Responsibility: Kommunikation sinnvoll ins Markenmanagement einbauen [Corporate Social Responsibility: communications to build meaningful brand management]. In: Innovative Markenführung und Markenimplementierung. Logos Verlag, Berlin, Germany. ISBN 978-3832524869

Esch, Franz-Rudolf, Brunner, Christian and von Einem, E. (2011) Ein Bild sagt mehr als tausend Worte: Die Macht der Bildkommunikation [A picture is worth a thousand words: The power of visual communication]. In: Multisensuale Markenkommunikation: Grundlagen – Innovative Ansätze – Praktische Umsetzungen. Gabler Verlag, Wiesbaden. ISBN 978-3834924643

Report

Brunner, Christian and Esch, Franz-Rudolf (2010) Unternehmensverantwortung und Konsumentenverhalten [Corporate responsibility and consumer behaviour]. Project Report. ESCH: The Brand Consultants.

Conference or Workshop Item

Brunner, Christian, McLeay, Fraser, Shoefer, Klaus and Esch, Franz-Rudolf (2015) Can CSR Communication act as a buffer in the case of a crisis? An experimental exploration of consumer reactions. In: Australia New Zealand Academy of Management Conference, 2 - 5 December 2015, Queenstown.

Brunner, Christian, Esch, Franz-Rudolf and Kinscher, Nadine (2011) Does corporate social responsibility protect companies from a crisis? - empirical findings. In: LCBR (The Lupcon Center for Business Research) European Marketing Conference 2011, 7-8 July, 2011, Frankfurt am Main, Germany.

Brunner, Christian, Esch, Franz-Rudolf and Kinscher, Nadine (2011) Communicating corporate social responsibility as buffer for a crisis: empty promises or smart strategy. In: 10th International Conference on Research in Advertising (ICORIA), 24-25 June 2011, Berlin, Germany.

Esch, Franz-Rudolf and Brunner, Christian (2010) Are you impressed? Portfolio advertising as a means of strengthening the corporate brand and its product brands. In: The 9th International Conference on Research in Advertising (ICORIA), 25-26 June 2010, Madrid, Spain.

Esch, Franz-Rudolf and Brunner, Christian (2010) Are you impressed? Portfolio advertising as a means of strengthening the corporate brand and its product brands. In: The 32nd INFORMS Marketing Science Conference, 16-19 June 2010, Cologne, Germany.

Esch, Franz-Rudolf and Brunner, Christian (2010) Portfolio advertising as an instrument to strengthen the corporate brand in a complex brand architecture. In: 2010 European Conference of the Association for Consumer Research, 30 June - 3 July 2010, Royal Holloway, University of London.

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