How customers love brands
Customers can develop very personal relationships with brands. Senior Researcher David Bourdin has now developed a robust scale that can be used across countries and studies to measure these customer-brand relationship norms. […]Read more on How customers love brands
Study on cultural stereotypes in services improves staff training
Negative foreign accents evoke cultural stereotypes in customers. However, targeted personal training can increase customer satisfaction. […]Read more on Study on cultural stereotypes in services improves staff training
Putting luxury travel to the test: Greenpeace private jet campaign case study
A new digital case study about the current Greenpeace private jet campaign teaches students of FHWien der WKW sustainability communication from a practice-oriented view of non-profit organizations. […]Read more on Putting luxury travel to the test: Greenpeace private jet campaign case study
Communication concepts for the UNICEF project “Children’s Rights School”
How marketing communication can be perfectly combined with the Sustainable Development Goals (SDG) in lectures is demonstrated by the case study on the project "Children's Rights School", which was created in cooperation with UNICEF. […]Read more on Communication concepts for the UNICEF project “Children’s Rights School”
International lectures: Digital marketing and intercultural consumer behavior for French partner university
The Department of Communication was represented at the International Days of the Institut Supérieur de Communication et Publicité (ISCOM) with three guest lectures on international marketing and digital marketing. […]Read more on International lectures: Digital marketing and intercultural consumer behavior for French partner university
Part 4 I Google Ads in practice
The fourth part of our Search Marketing series deals with search engine advertising (SEA), the "paid" search engine marketing with a focus on Google Ads. We explain how they work and that special attention must be paid to the so-called Quality Score. […]Read more on Part 4 I Google Ads in practice
AMA Conference 2021: Brand perception between globality and locality
David Bourdin from the Competence Center for Marketing presented his study on brand perception, published in the Journal of Business Research, at the AMA Conference 2021 in Taormina, Sicily. […]Read more on AMA Conference 2021: Brand perception between globality and locality
Part 3 I Search Optimization Tools
In the third part of our Search Marketing Series we present selected Search Optimization Tools, how they can simplify SEO processes and which KPIs should be considered. […]Read more on Part 3 I Search Optimization Tools
Part 1 I Growth Hacking: Large Growth at a Small Price
Start-ups have the potential to conquer the market with innovative offers. What is missing, however, is the right marketing budget. In order to be attractive to investors, growth is needed with the lowest possible budget. The answer is Growth Hacking. […]Read more on Part 1 I Growth Hacking: Large Growth at a Small Price
Digital Marketing Concepts Inspire Audience at “Digital Impact Night”
Six companies and only 12 minutes time for the perfect pitch – this was the challenge faced by the Bachelor's students from the Corporate Communication and Marketing & Sales study programs at the "Digital Impact Night". […]Read more on Digital Marketing Concepts Inspire Audience at “Digital Impact Night”