Digital Activation in Sports Sponsorship: Is there Room for Digital in Sports?
06.09.2022
Sport creates unique emotional moments. So why digitize when everything is going well? Meriton Ceka on digital activation in sponsorship.
Blog
Our blog features the latest marketing insights and developments from our research, company exchange programs and teaching.
Behavioral Branding Research
16.08.2022
An article by Theo Lieven published in the journal “Frontiers in Psychology” talks about the connection between employee personality and brand strength.
Contact quality: parameter for advertising effectiveness
11.05.2022
What is the impact of motion picture communication? Does advertising effectiveness research need to be reoriented?
IMC-HSG research helps firm overcome protectionism
04.04.2022
To overcome protectionism, firms need not to hide their origin but should actively use tailored marketing programs.
Prices at international art auctions: Great art or marketing?
11.11.2021
Banksy, Da Vinci and Beeple: Are record prices at international art auctions a mirror of artistic genius or the result of marketing?
Christian Belz Award for reality-oriented Marketing Management 2021
06.10.2021
The Institute for Marketing and Customer Insight and the Starrag Group presented the second “Christian Belz Award for Reality-Oriented Marketing Management” to Anna Selent at the Marketing Dialogue on 4 October.
A Data-driven Approach to Improve the Digital Customer Journey for SMEs
17.08.2021
Understanding the customer journey and continuously improving the customer experience are important success factors to be successful in online business. A case study from HAILO shows the impact of a data-driven approach.
Monitor: Direct-to-Consumer Strategies in Switzerland
08.03.2021
Together with Promarca, we surveyed the status quo of direct-to-consumer (D2C) strategies in Switzerland. Learn more about the results.