Mark Heitmann

University of Hamburg

Allende-Platz 1

Hamburg, 20146

Germany

SCHOLARLY PAPERS

2

DOWNLOADS

168

CITATIONS

0

Scholarly Papers (2)

1.

The Power of Brand Selfies in Consumer-Generated Brand Images

Number of pages: 58 Posted: 11 Apr 2019
University of Hamburg, University of Hamburg, University of Hamburg and Columbia Business School - Marketing
Downloads 168 (175,502)

Abstract:

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User-Generated Content, Social Media, Deep Learning, Natural Language Processing

2.

Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin

Journal of Marketing, Vol. 76, No. 4, pp. 44-63
Posted: 12 Oct 2012
Mannheim Business School, University of Hamburg, Columbia Business School - Marketing and Dartmouth College - Tuck School of Business

Abstract:

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brand equity, marketing mix, return on marketing, marketing strategy, customer lifetime value

Other Papers (1)

Total Downloads: 13
1.

Employing Image Analysis for Predicting the Sense of Sameness

Number of pages: 39 Posted: 12 Dec 2013
K├╝hne Logistics University, University of Hamburg, University of Hamburg and University of Graz - Technology and Innovation Management
Downloads 13

Abstract:

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Product Design, Similarity, Perception, Cognition, Information Retrieval