Browsing Business Administration by Author "(ORCID & YÖK ID 192617) Kubler, Raoul"
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App popularity: Where in the world are consumers most sensitive to price and user ratings?
Kubler, Raoul Volker; Pauwels, K. H.; Yıldırım, G.; Fandrich, T. (American Marketing Association, 2018-09)Many companies compete globally in a world in which user ratings and price are important drivers of performance but whose importance may differ by country. This study builds on the cultural, economic, and structural ... -
Battle of the brand fans: impact of brand attack and defense on social media(article)
Ilhan, B. E.; Kubler, Raoul Volker; Pauwels, K. H. (Elsevier, 2018-08)Fans of a brand attack fans of rival brands on social media. Given the nature of such rival brand fan attacks, managers are unsure about how much control they should exercise on brand-negative comments on their owned social ... -
The role of the partner brand’s social media power in brand alliances
Kupfer, A. K.; vor der Holte, N. P.; Kubler, Raoul Volker; Hennig-Thurau, T. (American Marketing Association, 2018-05)Managers frequently seek strategies to profit systematically from social media to increase product sales. By forming a brand alliance, they can acquire an installed social media base from a partner brand in an attempt to ...
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