{"id":"https://openalex.org/W4231648592","doi":"https://doi.org/10.1007/978-3-322-80783-0","title":"Ausweitung der Markenzone","display_name":"Ausweitung der Markenzone","publication_year":2005,"publication_date":"2005-01-01","ids":{"openalex":"https://openalex.org/W4231648592","doi":"https://doi.org/10.1007/978-3-322-80783-0"},"language":"de","primary_location":{"id":"doi:10.1007/978-3-322-80783-0","doi":"https://doi.org/10.1007/978-3-322-80783-0","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-322-80783-0","pdf_url":null,"source":{"id":"https://openalex.org/S4306464262","display_name":"VS Verlag f\u00fcr Sozialwissenschaften eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310319986","host_organization_name":"Springer VS","host_organization_lineage":["https://openalex.org/P4310319986","https://openalex.org/P4310319965"],"host_organization_lineage_names":["Springer VS","Springer Nature"],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":null,"raw_type":"book"},"volume":null,"type":"book","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5080279240","display_name":"Kai-Uwe Hellmann","orcid":"https://orcid.org/0000-0002-4866-2156","observed_orcids":["https://orcid.org/0000-0002-4866-2156"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Hellmann, Kai-Uwe 1962-","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5099264533","display_name":"R\u00fcdiger Pichler","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Pilcher, R\u00fcdiger","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":1.2186,"has_fulltext":false,"cited_by_count":20,"citation_normalized_percentile":{"value":0.83451202,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":97},"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.8109999895095825,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.8109999895095825,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.16019999980926514,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14035","display_name":"Literature, Culture, and Aesthetics","score":0.004699999932199717,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/branding","display_name":"branding","score":0.8429999947547913},{"id":"https://openalex.org/keywords/nonprofit-organizations","display_name":"nonprofit organizations","score":0.5669999718666077},{"id":"https://openalex.org/keywords/viral-marketing","display_name":"viral marketing","score":0.7160000205039978},{"id":"https://openalex.org/keywords/brand-awareness","display_name":"brand awareness","score":0.37299999594688416},{"id":"https://openalex.org/keywords/resource-competition","display_name":"resource competition","score":0.5210000276565552}],"concepts":[{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.3315163254737854}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.1007/978-3-322-80783-0","doi":"https://doi.org/10.1007/978-3-322-80783-0","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-322-80783-0","pdf_url":null,"source":{"id":"https://openalex.org/S4306464262","display_name":"VS Verlag f\u00fcr Sozialwissenschaften eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310319986","host_organization_name":"Springer VS","host_organization_lineage":["https://openalex.org/P4310319986","https://openalex.org/P4310319965"],"host_organization_lineage_names":["Springer VS","Springer Nature"],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":null,"raw_type":"book"},{"id":"pmh:oai:aleph.bib-bvb.de:BVB01-013201114","doi":null,"is_oa":false,"landing_page_url":"http://deposit.dnb.de/cgi-bin/dokserv?id=2651092&prov=M&dok_var=1&dok_ext=htm","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"text"},{"id":"pmh:oai:dial.uclouvain.be:ebook:56147","doi":null,"is_oa":false,"landing_page_url":"http://hdl.handle.net/2078/ebook:56147","pdf_url":null,"source":{"id":"https://openalex.org/S4306401974","display_name":"DIAL (Catholic University of Leuven)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I99464096","host_organization_name":"KU Leuven","host_organization_lineage":["https://openalex.org/I99464096"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W945084445","https://openalex.org/W7055099782","https://openalex.org/W2323802117","https://openalex.org/W1590996093","https://openalex.org/W101657551","https://openalex.org/W82932860","https://openalex.org/W4243606405","https://openalex.org/W2495301519","https://openalex.org/W2094348459","https://openalex.org/W4245077541"],"abstract_inverted_index":{"Kai-Uwe":[0],"Hellmann":[1],"1969":[2],"veroffentlichten":[3],"Philip":[4],"Kotler":[5],"und":[6,80,159],"Sidney":[7],"1.":[8],"Levy":[9],"im":[10,55,127,221],"Journal":[11],"of":[12,23,98],"Marketing":[13,40,49],"einen":[14],"Text,":[15],"der":[16,33,69,87,106,108,125,152,210,223,230,232],"den":[17,146,188,204],"schlichten":[18],"Titel":[19],"\"Broadening":[20,95],"the":[21,96],"Concept":[22,97],"Marketing\"":[24],"1":[25],"trug.":[26],"Darin":[27],"beschiiftigten":[28],"sich":[29,48,86,209],"beide":[30],"Autoren":[31],"mit":[32,60,93],"Uberlegung,":[34],"daB":[35],"die":[36,54,104,169,227],"Funk\u00ad":[37],"tion":[38],"des":[39,116,148],"keineswegs":[41],"aufWirtschaftsuntemehmen":[42],"beschriinkt":[43],"sei.":[44],"Viel\u00ad":[45],"mehr":[46],"eigne":[47],"fiir":[50,74],"aIle":[51,111],"Organisation":[52],"en,":[53,157],"Wettbewerb":[56],"um":[57,103],"knappe":[58],"Ressourcen":[59],"ihresgleichen":[61],"stehen,":[62],"ob":[63,121],"profitorientiert":[64],"oder":[65,131],"nicht.":[66,132],"Diese":[67],"Uberlegung":[68],"Anwendungserweiterung":[70],"kann":[71],"inzwischen":[72],"auch":[73],"das":[75,185],"Thema":[76],"\"Marke\"":[77,154],"iibemommen":[78],"werden,":[79],"in":[81,145,162,187],"dies":[82],"em":[83],"Sinne":[84],"beschiiftigt":[85],"vorl":[88],"ie\u00ad":[89],"2":[90],"gende":[91],"Band":[92,212],"dem":[94],"Branding\".":[99],"Es":[100],"geht":[101],"niimlich":[102],"Ausweitung":[105,231],"Anwendbarkeit":[107],"Markentechnik":[109],"auf":[110,203],"nur":[112],"erdenkli\u00ad":[113],"chen":[114],"Bereiche":[115],"gesellschaftlichen":[117],"Lebens,":[118],"unabhiingig":[119],"davon,":[120],"diese":[122],"Ex\u00ad":[123],"pansion":[124],"Markenapplikation":[126],"einzelnen":[128],"angemessen":[129],"ist":[130],"In":[133],"ge\u00ad":[134],"wisser":[135],"Hinsicht":[136],"konnte":[137],"man":[138],"fast":[139],"sagen,":[140],"\"Branding\"":[141],"komme":[142],"momentan":[143],"selbst":[144],"GenuS":[147],"\"Viral":[149],"Marketing\",":[150],"indem":[151],"Virus":[153],"durch":[155,234],"Massenmedi\u00ad":[156],"Mund-zu-Mund-Propaganda":[158],"andere":[160],"MaBnahmen":[161],"rasender":[163],"Geschwin\u00ad":[164],"digkeit":[165],"eine":[166],"Infizierungsrate":[167],"erfahrt,":[168],"geradezu":[170],"pandemische":[171],"AusmaBe":[172],"an\u00ad":[173],"nimmt.":[174],"AIle":[175],"Welt":[176],"spricht":[177],"von":[178,229],"Marke,":[179],"Marke":[180],"erscheint":[181],"gleichsam":[182],"als":[183],"Zauberwort,":[184],"kundzutun":[186],"Besitz":[189],"heiBbegehrter":[190],"Schiitze":[191],"bringt,":[192],"gewissermaBen":[193],"ein":[194],"postmodemes":[195],"\"Sesam":[196],"Offne":[197],"dich!\".":[198],"Diesem":[199],"Phiinomen":[200],"etwas":[201],"genauer":[202],"Grund":[205],"zu":[206,239],"gehen":[207],"hat":[208],"vorliegende":[211],"zur":[213],"Aufgabe":[214],"gemacht.":[215],"Zur":[216],"Rahmung":[217],"dieses":[218],"Vorhabens":[219],"wird":[220],"folgenden":[222],"Versuch":[224],"untemom\u00ad":[225],"men,":[226],"These":[228],"Markenzone":[233],"drei":[235],"Hypothesenkom\u00ad":[236],"plexe":[237],"handhabbarer":[238],"machen.":[240]},"counts_by_year":[{"year":2024,"cited_by_count":1},{"year":2023,"cited_by_count":2},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":2},{"year":2020,"cited_by_count":1},{"year":2019,"cited_by_count":3},{"year":2018,"cited_by_count":1},{"year":2017,"cited_by_count":1},{"year":2016,"cited_by_count":2},{"year":2014,"cited_by_count":1},{"year":2013,"cited_by_count":2}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2022-05-12T00:00:00"}