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Faculty of Business Studies and Economics: markstones Institute of Marketing, Branding and Technology

Dr. Michael Schade

Innovatives Markenmanagement

Contact:

Max-von-Laue Str. 1
28359 Bremen
WIWI 2 Building, Room F 3340

Phone: +49 (0)421 218-66583
mschade@uni-bremen.de

 

Research:

? Strategic Brand Management
? Sports Marketing

Publikationen

Ver?ffentlichte Arbeiten in Zeitschriften mit Peer-Review-Verfahren

Ro?mann, P./Schade, M./Burmann C. (2023): When manufacturer brands did not support retailer brand images, International Journal of Retail & Distribution Management, online first, https://doi.org/10.1108/IJRDM-12-2022-0518

Piehler, R./Schade, M./Sinnig, J./Burmann, C.

(2021): Traditional or “instafamous” celebrity? Role of origin of fame in social media influencer marketing, Journal of Strategic Marketing (Vol. 30 No.4, pp. 408-420; doi.org/10.1080/0965254X.2021.1909107).

Piehler, R./Hanisch, I./Schade, M./Burmann; C. (2019): Reacting to negative online customer reviews: effects of accommodative management responses on potential customers, in: Journal of Service Theory and Practice, Vol. 29, No. 4, pp. 401-414.

Piehler, R./Schade, M./Kleine-Kalmer, B./Burmann, C. (2019): Consumers’ Online Brand-Related Activities (COBRAs) on SNS Brand Pages: An Investigation of Consuming, Contributing, and Creating Behaviours of SNS Brand Page Followers, in: European Journal of Marketing, Vol. 53 No. 9, pp. 1833-1853.

Schade, M./Piehler, R./Müller, A./Burmann, C. (2018): How cities can attract highly skilled workers as residents: The impact of city brand benefits, in: Journal of Product & Brand Management Vol. 27, No. 7, pp. 847–857.

Piehler, R./Schade, M./Burmann, C. (2018): Employees as a second audience: The effect of external communication on internal brand management outcomes, in: Journal of Brand Management, Vol. 26. pp. 445-460.

Schade, M./Piehler, R./Warwitz, C./Burmann, C. (2018): Increasing consumers’ intention to use location-based advertising, in: Journal of Product & Brand Management, Vol. 27, No. 6, pp.  661–669.

Schade, M./Piehler, R./Warwitz, C./Burmann, C. (2016): Location-Based Advertising: Privacy Concerns No Big Deal, in: Marketing Review St. Gallen, 33/6, 56-61.

Burmann, C./Schade, M./Halaszovich, T./Skala-Gast, D./Ro?mann, P. (2016): Zufriedenheit im Premium-Automobilsegment irrelevant?, in: Marketing Review St. Gallen, 3/2016, S. 30-39.

Schade, M./Hegner, S./Horstmann, F./Brinkmann, N. (2016): The Impact of Attitude Functions on Luxury Brand Consumption: An Age-Based Group Comparison, in: Journal of Business Research Vol 69, S. 314-322.

Schade, M./Piehler, R./Burmann, C. (2014): Sport Club Brand Personality Scale (SCBPS), in: Journal of Brand Management 21/7-8, S. 650–663.

Kanitz, C./Muzellec, L./Schade, M./Burmann, C. (2013): Reverse Product Placement – Eine empirische Untersuchung der Verhaltensrelevanz fiktiver Dienstleistungsmarken, in: Marketing ZFP 3/2013, S. 23 –250.                         

Burmann, C./Schade, M./Kanitz, C. (2013): Augen auf bei der Sponsorenwahl, in: Marketing Review St. Gallen, 1/2013, Ausgabe 1, S. 36-45.

Burmann, C./Schade, M. (2012): Benefits of Sport-Teams-Modell (BoST-Modell), in Marketing ZFP 4/2012, S. 316-335.

Müller, A./Schade M. (2012): Symbols and Place Identity, a Semiotic Approach to Internal Place Branding – case study Bremen, in: Journal of Place Management and Development, Vol. 5, No. 1, S. 81-92.

Burmann, C./Schade, M./Kleine-Kalmer, B. (2012): Identit?tsbasierte Führung von Luxusmarken – Eine Analyse am Beispiel von Bugatti und Maybach, in: Marketing Review St. Gallen, 2012, Ausgabe 1, S. 42-47.

Burmann, C./Halaszovich, T./Schade, M. (2012): Markenführung und Markenauthentizit?t, in: wisu 10/2012, S. 1318-1322.

 

Bücher

Burmann C./Riley, N.-M./Halaszovich, T./ Schade, M./Klein, K./Piehler, R. (2023): Identity-Based Brand Management – Fundamentals – Strategy – Implementation – Controlling, Second Edition, Wiesbaden.

Burmann, C./ Halaszovich, T./ Schade, M./ Klein, K./ Piehler, R. (2021): Identit?tsbasierte Markenführung - Grundlagen - Strategie - Umsetzung - Controlling, 4. Aufl. Wiesbaden, 2021.

Burmann, C./Halaszovich, T./Schade, M./Piehler, R. (2018): Identit?tsbasierte Markenführung - Grundlagen - Strategie - Umsetzung - Controlling, 3. Aufl. Wiesbaden, 2018.

Burmann C./Riley, N.-M./Halaszovich, T./ Schade, M. (2017): Identity-Based Brand Management – Fundamentals – Strategy – Implementation – Controlling, Wiesbaden, 2017.

Burmann, C./Halaszovich, T./Schade, M./Hemmann, F. (2015): Identit?tsbasierte Markenführung - Grundlagen - Strategie - Umsetzung - Controlling, 2. Aufl. Wiesbaden, 2015.

Schade, M. (2012): Identit?tsbasierte Markenführung professioneller Sportvereine – eine empirische Untersuchung zur Ermittlung verhaltensrelevanter Markennutzen und der Relevanz der Markenpers?nlichkeit, Wiesbaden, 2012.

Meyer, T./Schade, M. (2007): Cross-Marketing – Allianzen die stark machen, G?ttingen, 2007.

 

Sammelbandbeitr?ge

von der Wense, D./Schade, M./Burmann, C. (2023): Geisterspiele: Wenn ein Teil der Dienstleistung ausbleibt – Die Relevanz der Fan-Communities für die Leistungserstellung im Profi-Fu?ball, in: Bruhn, M./Hadwich, K. (Hrsg.): Gestaltung des Wandels im Dienstleistungsmanagement – Band 2: Kundenperspektive – Anbieterperspektive - Mitarbeiterperspektive, Wiesbaden, S. 175-196.

Kanitz, C./Schade, M. (2021): Influencer Marketing – Nicht alles ist Gold, was auf Instagram gl?nzt, in: Haag, P. (Hrsg.): KMU- und Start-up-Management – Strategische Aspekte, operative Umsetzung und Best-Practice, Wiesbaden, S. 397-413.

Diegel, M/Schade, M./Burmann, C. (2019): Führung von Sportvereinsmarken aus identit?tsbasierter Markenmanagementperspektive, in: Walzel, S./R?misch, V. (Hrsg.): Teamsport Management – Eine umfassende und interdisziplin?re Betrachtung, Wiesbaden, S. 171 – 190.

Burmann, C./Piehler, R./Schade, M./Beckmann, C. (2014): Identit?t und Marke im Entrepreneurial Marketing, in: Freiling, J./Kollmann, T. (Hrsg.): Entrepreneurial Marketing – Besonderheiten, Aufgaben und L?sungsans?tze für Gründungsunternehmen, Wiesbaden, S. 473 – 499.

Burmann, C./Schade, M./Müller, A. (2014): Erfolgreiche Führung von Destinationsmarken – das Fallbeispiel Bremen, in: Hartmann, R./Helle, F. (Hrsg.): Interkulturelles Management in Freizeit und Tourismus – Kommunikation – Kooperation – Kompetenz, Berlin, S. 281 – 288.

Burmann, C./Frantzen. M./Schade. M. (2014): Identit?tsbasierte Markenführung im Sport – Herausforderung Brand Delivery, in: Preu? (Hrsg.): Marken und Sport – Aktuelle Aspekte der Markenführung im Sport und mit Sport, Wiesbaden, S. 93 – 106.

Kanitz, C./Schade, M. (2012): Markenarchitektur bei Luxusmarken, in: Burmann, C./K?nig, V./Meurer, J. (Hrsg.): Identit?tsbasierte Luxusmarkenführung – Grundlagen, Strategien, Controlling, Wiesbaden, S. S. 103 – 119.

Müller, A./Schade, M. (2012): Der symbolische Nutzen von Luxusmarken, in: Burmann, C./K?nig. V./Meurer, J. (Hrsg.): Identit?tsbasierte Luxusmarkenführung – Grundlagen, Strategien, Controlling, Wiesbaden, S. 69 - 82.

 

Artikel in Praxiszeitschriften

Adomeit, M./K?nnecke, D./Kyas, V./Burmann, C./Schade, M. (2021). The strive for the authentic brand experience. How an identity-based authenticity model can increase trust, in: Deloitte Digital.

Burmann, C./Schade, M./Müller, A./ Kelschebach, J. (2014): Identit?tsbasierte Markenführung – Die Pers?nlichkeit der Dinge, in: Gunthner, M. (Hrsg.): Bremer Marken – Marke Bremen, Bremen, S. 14 – 19.

Burmann, C./Welling, M./Schade, M. (2008): Führung von Sportvereinsmarken, in: USP – Menschen im Marketing, Nr. 3, 2008.

 

Ver?ffentlichte Arbeiten in verdeckt-referierten Conference Proceedings

Kanitz, C./Schade, M./Abraham, E./Burmann, C. (2023): PL Brand Architecture – Should Retailers Link PL Brands with their Corporate Brand? In: 2023 AMA Summer Academic Conference, San Francisco, CA; USA.

Frese, F./Schade, M./Kanitz, C./Burmann, C./Abraham, E. (2023). To link or not to link - Which type of retailer brand should use a linked PL branding strategy? In: EMAC 2023 Conference Proceedings, Odense, Denmark.

Hollstein, A. S./Frese, F./Fink, T./Schade, M./Burman, C. (2023): Why Do You Like the Post? An Explanatory Approach of Micro, Macro and Mega Influencers’ User Engagement Statistics. In: EMAC 2023 Conference Proceedings, Odense, Denmark.

Mahn, L./Schade, M./Burmann, C. (2023): Role Perceptions of Influencers in Virtual Selling Tools: How Do Consumers Perceive the Influencer’s Role in Fashion Hauls on Instagram, and How Do These Perceptions Affect Purchase Intentions? In: EMAC 2023 Conference Proceedings, Odense, Denmark.

Schade, M./Kanitz, C./Dulle, M./Wiezorrek, J./Buttgereit, S./Zehetner, A. (2023): Do not underestimate email customization to boost consumer engagement – the impact of the customization elements timing and content. In: EMAC 2023 Conference Proceedings, Odense, Denmark.

Kanitz; C./Landershammer, M./Schade, M. (2023): Digital is not always better – B2B customer experience in the machinery construction industry. In: EMAC 2023 Conference Proceedings, Odense, Denmark.

Schade, M./Rossmann, P./Burmann, C. (2022): Manufacturer Brands and the Impact on Retailer Brand Image - The number of offered manufacturer brands as moderator. In: 20th International Conference on Research in Advertising.Frontiers of Advertising: Re-considering Its Shapes and Forms, 23 - 25 June 2022, Prague, Hungary.

Dulle, M./Wiezorrek, J./Schade, M./Kanitz, C./Buttgereit, S. (2022): Customize your Newsletter! – Email marketing in the light of content and timing customization. In: 20th International Conference on Research in Advertising.Frontiers of Advertising: Re-considering Its Shapes and Forms, 23 - 25 June 2022, Prague, Hungary.

Kanitz, C./ Schade, M./Abraham, E./Burmann, C. (2022): Private-label brand architecture for online retailers. In: 20th International Conference on Research in Advertising.Frontiers of Advertising: Re-considering Its Shapes and Forms, 23 - 25 June 2022, Prague, Hungary.

Schade, M./Kanitz, C./Abraham, E./Burmann, C. (2022): Not even Amazon is always right – How to drive private-label brand architecture decision-making. In: EMAC 2022 Conference Proceedings, Budapest, Hungary.

Rossmann, P./Schade, M./Burmann, C. (2022): The Impact of Manufacturer Brands on Retailer Brand Image - The Moderating Role of the Number of Manufacturer Brands Offered by the Retailer. In: EMAC 2022 Conference Proceedings, Budapest, Hungary.

Piehler, R./Schade, M./Diegel, M./Burmann, C. (2021): A Comparison of the Feedback Effect of Brand Extension and Co-Branding Strategies. In: ANZMAC 2021 Conference Proceedings, Melbourne, Australia.

Schade, M./Piehler, R./Sinnig, J./Burmann, C. (2021): Traditional Celebrity or Instafamous Starlet? The Role of Origin of Fame in Social Media Influencer Marketing, Proceedings of the 2021 Academy of Marketing Science Virtual Conference.

Schade, M./Piehler, R./Sinnig, J./Burmann, C. (2020): The role of origin of fame in social media influencer marketing, 2020 EMAC Annual Conference Proceedings.

Piehler, R./Schade, M./Sinnig, J./Burmann, C. (2020): Traditional Celebrity or Instafamous Starlet? The Role of Origin of Fame in Influencer Marketing, in: 2020 Winter AMA Conference Proceedings, February 14-16, San Diego, CA; USA.

Piehler, R./Schade, M./R??ler, A./Burmann, C. (2020): Internal City Branding, in: 2020 Winter AMA Conference Proceedings, February 14-16, San Diego, CA; USA.

Piehler, R./Schade, M./R??ler, A./Burmann, C. (2019): Internal City Branding, in: 2019 ANZMAC Conference Proceedings, December 02-04, Wellington, New Zealand.

Schade, M./Piehler, R./R??ler, A./Burmann, C. (2019): Internal City Branding, in: 2019 EMAC Conference Proceedings, May 28-31, Hamburg, Germany.

Schade, M./Piehler, R./Burmann, C. (2019): How Cities Can Attract Highly Skilled Workers as Residents: The Impact of City Brand Benefits, in: in: 2019 AMA Winter Marketing Educators‘ Conference Proceedings: Understanding Complexity, Transforming the Marketplace, Vol. 30, February 22-24, Austin, TX, USA.

Piehler, R./Schade, M./Kleine-Kalmer, B./Burmann, C. (2019): Antecedents and Consequences of Consumers' Online Brand-Related Activities (COBRAs) on Social Networking Sites, in: 2019 AMA Winter Marketing Educators‘ Conference Proceedings: Understanding Complexity, Transforming the Marketplace, Vol. 30, February 22-24, Austin, TX, USA.

Piehler, R./Schade, M./Kleine-Kalmer, B./Burmann, C. (2018): Antecedents and Consequences of Consumers' Online Brand-Related Activities (COBRAs) on SNS Brand Pages, in: 2018 ANZMAC Conference Proceedings, Adelaide, Australia.

Schade, M./Piehler, R./Müller, A./Burmann, C. (2018): How Cities Can Attract Highly Skilled Workers as Residents: The Impact of City Brand Benefits, , in: 2018 ANZMAC Conference Proceedings, Adelaide, Australia.

Piehler, R./Schade, M./Kleine-Kalmer, B./Burmann, C. (2018): Antecedents and Consequences of Consumers' Online Brand-Related Activities (COBRAs) on SNS Brand Pages, in: 2018 AMS World Marketing Congress Proceedings: Finding new ways to engage and satisfy global customers, June 27-30, Porto, Portugal.

Schade, M./Piehler, R./Burmann, C. (2018): How Cities Can Attract Highly Skilled Workers as Residents: The Impact of City Brand Benefits on Highly Skilled, Potential Residents’ City Brand Attitudes, in: 2018 AMS World Marketing Congress Proceedings: Finding new ways to engage and satisfy global customers, June 27-30, Porto, Portugal.

Piehler, R./Schade, M./Kleine-Kalmer, B./Burmann, C. (2018). Antecedents and Consequences of Consumers’ Online Brand-Related Activities (COBRAs) on SNS Brand Pages, in: 2018 European Marketing Academy Conference Proceedings: People Make Marketing, May 29-Jun 1, Glasgow, UK.

Schade, M./Piehler, R./Burmann, C. (2018): How Cities Can Attract Highly Skilled Workers as Residents: The Impact of City Brand Benefits on Highly Skilled, Potential Residents’ City Brand Attitudes, in: 2018 European Marketing Academy Conference Proceedings: People Make Marketing, May 29-June 1, Glasgow, UK.

Piehler, R./Schade, M./Burmann, C. (2017): The effect of external communication on employees, in: 2017 ANZMAC Conference Proceedings, Melbourne, Australia.

Piehler, R./Schade, M./Nee, I./Burmann, C. (2017): Management responses to negative online customer reviews, in: 2017 ANZMAC Conference Proceedings, Melbourne, Australia.

Schade, M./Piehler, R./Warwitz, C./Burmann, C. (2017): Increasing consumers’ intention to use location-based advertising, in: 2017 ANZMAC Conference Proceedings, Melbourne, Australia.

Piehler, R./Schade, M./Kleine-Kalmer, B./Burmann, C. (2017): Antecedents and consequences of brand page attachment, in: 2017 ANZMAC Conference Proceedings, Melbourne, Australia.

Piehler, R./Schade, M./Nee, I./Fink, T./Burmann, C. (2017):Compensate or Explain? Management Responses to Negative Online Customer Reviews, in: 2017 European Marketing Academy Conference Proceedings: Leaving Footprints, May 23-26, Groningen, The Netherlands.

Piehler, R./Schade, M./Kleine-Kalmer, B./Burmann, C. (2017): Drivers of Brand Page Attachment, in: 2017 AMS Annual Conference Proceedings: Back to the Future: Using Marketing Basics to Provide Customer Value, May 24-26, San Diego, CA, USA.

Piehler, R./Schade, M./Nee, I./Burmann, C. (2017): Management Responses to Negative Online Customer Reviews: The Effect of Compensation and Explanation on the Observer’s Purchase Intention, in: 2017 AMS Annual Conference Proceedings: Back to the Future: Using Marketing Basics to Provide Customer Value, May 24-26, San Diego, CA, USA.

Piehler, R./Schade, M./Kleine-Kalmer, B./Burmann, C. (2017): Measuring the Success of Social Media Activities: Brand Page Attachment as a Pre-Behavioral Construct, in: 2017 AMA Winter Marketing Educators‘ Conference Proceedings: Better Marketing for a Better World, Vol. 28, February 17-19, Orlando, FL, USA.

Piehler, R./Schade, M./Burmann, C. (2016): The Effect of Communication on Employee Brand Understanding, Brand Commitment, and Brand Citizenship Behavior, in: Proceedings of the 2016 AMS 19th World Marketing Congress.

Schade, M./Piehler, R./Warwitz, C./Burmann, C. (2016): Antecedents of the Intention to Use Location-Based Advertising: Advertising Value, Privacy Concerns, and the Role of Brand Trust, in: Proceedings of the 2016 AMS 19th World Marketing Congress.

Schade, M./Piehler, R./Warwitz, C./Burmann, C. (2016): The Effect of Advertising Value and Privacy Concerns on the Intention to Use Location-Based Advertising: The Role of Brand Trust as Brand-Related Antecedent, in: 2016 European Marketing Academy Conference Proceedings: Marketing in the age of data, May 24-27, Oslo, Norway.

Piehler, R./Schade, M./Kleine-Kalmer, B./Burmann, C. (2016): Brand Page Attachment - Development of the Construct, Antecedents, and Consequences, in: 2016 European Marketing Academy Conference Proceedings: Marketing in the age of data, May 24-27, Oslo, Norway.

Schade, M./Piehler, R./Warwitz, C./Burmann, C. (2016): Factors Influencing the Intention to Use Location-Based Advertising: The Effect of Entertainment, Informativeness, and Irritation on Advertising Value and the Effect of Brand Trust and Self-Efficacy on Privacy Concern, in: 2016 AMA Winter Marketing Educators‘ Conference Proceedings: What Happens in Marketing, Stays Digital: Rethinking Marketing in the Era of Unlimited Data, Vol. 27.

Piehler, R./Schade, M./Burmann, C. (2015): The role of communication in internal brand

Management, in: Proceedings of the EMAC 2015.

Schade, M./Hegner, S./Horstmann, F., Piehler, R. (2015): An empirical investigation of the relevance of attitude functions for luxury brand consumption in different age groups, in: Proceedings of the EMAC 2015.

Piehler, R./Schade, M./Burmann, C. (2015): Internal and External Communication as Antecedents of Employee Brand Understanding, Brand Commitment, and Brand Citizenship Behavior, in: 2015 AMA Winter Marketing Educators? Conference  - Marketing in a Global, Digital and Connected World.

Schade, M./Piehler, R./Burmann, C. (2015): Personality Scale for Professional Sport Clubs, in: 2015 AMA Winter Marketing Educators? Conference  - Marketing in a Global, Digital and Connected World.

Schade, M./Hegner, S./Horstmann, F. (2014): The Relevance of Attitude Functions for Luxury Brand Consumption During Human Life Span, in: 2014 AMA Summer Marketing Educators? Conference  - Leveraging New Technology to Create Value for Customers and Firms.

Schade, M./Hegner, S./Horstmann, F. (2014): The impact of attitude functions on luxury brand consumption: An age-based group comparison, in: Proceedings of the ICORIA 2014.

Piehler, R./Schade, M. (2014): External Communication and Internal Brand Management, in: Proceedings of the ICORIA 2014.

Burmann, C./Kanitz, C./Halaszovich, T./Schade, M. (2014): Managing Brand Architecture –The Impact of Corporate and Product Brands, in: Paradigm Shifts & Interactions, Proceedings of the 43rd European Marketing Academy Conference.

Schade, M./Hegner, S./Horstmann, F. (2014): The Impact of Attitude Functions on Luxury Brand Consumption: An Age-Based Group Comparison, in: Monaco Symposium on Luxury Conference Proceedings.

Hanisch; S./Kanitz, C./Schade, M./Burmann, C. (2013): Reverse Sponsoring: An Empirical Analysis Of Sponsors' Impact on the Image of Sport Team and League Brands, in: 2013 AMA Summer Marketing Educators? Conference Proceedings – Innovating and Collaborating in a Global Market Place.

Schade, M./Kanitz, C./Burmann, C. (2013): Reverse Sponsoring – Influence of Sponsors on Sport Team and League Brands, Proceedings of the ICORIA 2013 – “To boldy go …” - Extending the Boundaries of Advertising.

Kanitz, C./Schade, M./Burmann, C. (2013): Managing Brand Portfolios – Influence of Brands on Different Hierarchy Levels, in: Proceedings of the ICORIA 2013 – “To boldy go …” - Extending the Boundaries of Advertising.

Schade, M/Kanitz, C./Burmann, C. (2013):  Reverse Sponsoring Effects: Sponsors‘ Impact on the Image of Sport Team and League Brands, in: Proceedings of the Sport Management Conference, ISC School of Management.

Schade, M./Kanitz, C./Burmann, C. (2013): Relevant Brand Benefits of Professional Sport Teams – An Enhancement of the Team Association Model (TAM) by Gladden and Funk, in: Proceedings of the Sport Management Conference, ISC School of Management.

Schwardt, H./Schade, M./Müller, A. (2013): Status Signaling through Consumption Choices: ‘The Theory of the Leisure Class’ and Luxury Brand Life-Cycles and Cross-Cultural Brand

Transfers, in: Lost in Translation – Marketing in an interconnected world, Proceedings of the 42nd European Marketing Academy Conference.

Schade, M./Kanitz, C./Burmann, C. (2013): An Empirical Investigation of Relevant Benefits in the Context of Professional Sport Teams - “Benefits of Sport Teams-Model“ (BOSTModel), in: Lost in Translation – Marketing in an interconnected world, Proceedings of the 42nd European Marketing Academy Conference.

Kleine-Kalmer, B./Burmann, C./Schade, M. (2013): What Makes Brand Fan Pages in Social Networks Successful? An Empirical Study on 澳门皇冠_皇冠足球比分-劲爆体育 Users’ Attitudes towards Fan Pages of Food and Beverage Brands, in: Lost in Translation – Marketing in an interconnected world, Proceedings of the 42nd European Marketing Academy Conference.

Kanitz, C./Schade, M./Burmann, C. (2012): Managing Brand Architecture: State-of-the-Art and Decision-Making, in: Arnold/Scheer (Hrsg.): Marketing in the Socially-Networked World: Challenges of Emerging, Stagnant, and Resurgent Markets; 2012 Summer AMA Educators’ Proceedings.

Kanitz, C./Schade. M./Burmann, C. (2012): Strategic brand architecture management - A case of pharmaceuticals, in: Proceedings of the ICORIA 2012 - The changing roles of advertising.

Schade, M./Kanitz, C./Burmann, C. (2012): The brand image of professional sport teams, in: Proceedings of the ICORIA 2012 – The changing roles of advertising.

Schade, M./Burmann, C. (2011): The brand image of professional sport teams – an empirical investigation of the relevance of brand personality, in: Patterson, A./Oakes, S. (Hrsg.): Proceedings of the Academy of Marketing Conference 2011: Marketing Fields Forever, Academy of Marketing.

Schade, M. (2010): Das Markenimage professioneller Sportvereinsmarken – eine Analyse unter besonderer Berücksichtigung der Markenpers?nlichkeit, in: Horch, Breuer, Brett, R?misch, Walzel (Hrsg.): Markenmanagement im Sport, Abstracts des 7. Deutschen Sport?konomie‐Kongresses.

 

Arbeitspapier

Burmann, C./Schade, M. (2009): Determinanten und Wirkungen der Markenpers?nlichkeit professioneller Sportvereine, Arbeitspapier Nr. 41 des Lehrstuhls für innovatives Markenmanagement (LiM), Universit?t Bremen, Burmann, C. (Hrsg.): Bremen.

Burmann, C./Schade, M. (2009): Stand der Forschung zum Markenimage professioneller Sportvereine - eine literaturgestützte Analyse unter besonderer Berücksichtigung relevanter Markennutzen, Arbeitspapier Nr. 40 des Lehrstuhls für innovatives Markenmanagement (LiM), Universit?t Bremen, Burmann, C. (Hrsg.): Bremen

Schade, M. (2007): Imagetransfer durch Sportsponsoring - Implikationen für das Sponsoring unter besonderer Berücksichtigung der Marketingm?glichkeiten mittelst?ndischer Unternehmungen, Arbeitspapier Nr. 8 des Lehrstuhls für Mittelstand, Existenzgründung und Entrepreneurship (LEMEX), Universit?t Bremen, Freiling, J. (Hrsg.): Bremen

Updated by: Diegel
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