Match!
Hans Mühlbacher
International University of Monaco
BusinessEconomicsMarketingNew product developmentPublic relations
36Publications
13H-index
1,437Citations
What is this?
Publications 36
Newest
#1Marjorie Bertschy (International University of Monaco)H-Index: 1
#2Hans Mühlbacher (International University of Monaco)H-Index: 13
Last. Michel Desbordes (University of Paris-Sud)H-Index: 9
view all 3 authors...
ABSTRACTResearch question: There is no published research on how the launch of an esports section can influence the meaning of a sport brand. This research aims at finding out if and how the partic...
1 CitationsSource
#1Hans Mühlbacher (International University of Monaco)H-Index: 13
#2Ingo Böbel (International University of Monaco)H-Index: 6
Abstract The number of publications on shared value strategies (SVSs) is continuously increasing. Literature does not answer the question which organisational conditions are necessary and which conjunctions of conditions are sufficient for the successful implementation of SVSs. This research aims at filling the gap by condensing empirical evidence found in the literature on successful SVSs, stakeholder management, corporate social responsibility, and positive social change. The article synthesis...
Source
#2Hans MühlbacherH-Index: 13
Last. Reinhard GrohsH-Index: 10
view all 4 authors...
#2Karine RaiesH-Index: 4
Last. Hans MühlbacherH-Index: 13
view all 4 authors...
Source
#1Serena Wider (CBS: Copenhagen Business School)H-Index: 1
#2Sylvia von Wallpach (CBS: Copenhagen Business School)H-Index: 10
Last. Hans Mühlbacher (International University of Monaco)H-Index: 13
view all 3 authors...
Abstract Mainstream brand management literature views brands as products or organisations carrying brand names and brand managers as being in control of brand-related actions and outcomes. By contrast, recent empirical research shows the substantial influence of stakeholders on brands. Together with brand management, stakeholders shape brands by participating in brand-related interaction. European brand research accordingly treats brands as ongoing and complex processes in constant flux. Neverth...
4 CitationsSource
#1Maria Kreuzer (International University of Monaco)H-Index: 2
#2Hans Mühlbacher (International University of Monaco)H-Index: 13
Last. Sylvia von Wallpach (CBS: Copenhagen Business School)H-Index: 10
view all 3 authors...
In a context of unprecedented cross-cultural migration, immigrants struggle to adapt to new cultures. The experience of home as physical, social, individual and temporal belonging is important to immigrants' adaptation processes. Extant literature either focuses on dimensions of home without reference to immigrants, studies material culture related to home, or researches identity projects of migrants without explicitly focusing on their subjective experience of home. This study adopts a phenomen...
1 CitationsSource
#1Sylvia von Wallpach (CBS: Copenhagen Business School)H-Index: 10
#2Benjamin G. Voyer (ESCP Europe)H-Index: 9
Last. Hans Mühlbacher (International University of Monaco)H-Index: 13
view all 4 authors...
This article introduces the special section on reciprocal co-creation of stakeholder and brand identities. Branding research and practice traditionally focus on the managerial creation and implementation of brand identity. Based on recent paradigmatic shifts from managerial to co-creative branding and from consumer to multi-stakeholder approaches in marketing, this special section develops a dynamic, process-oriented perspective on brand identity. Brand identity continuously emerges as a dynamic...
12 CitationsSource
#1Maria Kreuzer (University of Innsbruck)H-Index: 2
#2Hans Mühlbacher (International University of Monaco)H-Index: 13
Last. Sylvia von WallpachH-Index: 10
view all 3 authors...
#1Hans Mühlbacher (International University of Monaco)H-Index: 13
#2Karine Raies (Inseec Business School)H-Index: 4
Last. Oliver Koll (University of Innsbruck)H-Index: 9
view all 4 authors...
Cognitive brand research conceives brand strength as the result of brand association characteristics, like favorability, number, uniqueness, and consensus. Most research uses regression type methods to study the impact of individual association characteristics across various brands. This study examines which patterns of brand association characteristics lead to high vs. low brand strength on an individual consumer level. Configural analysis of 2822 association tasks concerning six sport shoe bra...
8 CitationsSource
#1Reinhard GrohsH-Index: 10
#2Karine Raies (Inseec Business School)H-Index: 4
Last. Hans Mühlbacher (International University of Monaco)H-Index: 13
view all 4 authors...
Brand strength, defined as an evaluative or behavioral response to a brand, is at the heart of brand management. This research studies the simultaneous influence of number, favorability, consensus (measured and perceived), and uniqueness of brand associations on brand strength in two product categories: gasoline and toothpaste. The study combines multiple regression analysis (MRA) and fuzzy-set qualitative comparative analysis (fsQCA) to gain a nuanced understanding how distinct combinations of ...
13 CitationsSource
1234