​Die Erforschung der Bedeutung von Musik fur das Marketing und die Kauferverhaltensforschung hat erst eine kurze Tradition. Im Rahmen einer empirischen Studie untersucht Johannes Flecker den Effekt einer Kongruenz von Markenpersonlichkeit und Musik auf die Wahrnehmung der Markenpersonlichkeit. Er prasentiert die Moglichkeit zum Aufbau eines theoretischen Gerusts und zur ex-ante-Integration musikalischer Stimuli in die Markenkommunikation und analysiert, wie durch einen gezielten, theoretisch fundierten Einsatz von Musik die Wahrnehmung einer Marke in Richtung einer bestimmten...

Christoph Schroder does one of the first attempts to analyze format transfers within the scope of different strategies, format elements, countries and success with focus on the fashion industry. Three distinct format transfer strategies are identified. The empirically observed design of format elements supports and extends the existing research. Fashion firms standardize their "Retail culture," which acts as a foundation for a successful format transfer strategy (core elements). New insights are provided with regard to format transfer into foreign countries as well as over a timeframe of five...

Julia Weindel provides novel implications for researchers and managers by first identifying the sector-specific main levers of retail brand equity. The retail brand represents a valuable asset for retailers which need to know the levers of retail brand equity.

Matthias Schu examines three main topics in his research: The intention of store-based retail and wholesale companies to open up an own online channel, factors determining the foreign market selection behavior of online retailers as well as factors affecting the speed in the internationalization process of online retailers.

Cathrin Huber investigates the reputation of multinational corporations and provides novel insights and important implications for researchers and managers based on theoretical considerations and empirical analyses.

Lukas Morbe sheds light on important antecedents of international retailers` local performance including international strategies and their local implementation, local consumers` perceptions as well as the wider country- and format-specific environment.