OPUS-Publikationsserver der Hochschule für Wirtschaft und Recht Berlin
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Die Auswirkungen der Aufsichtsrechtlichen Änderungen der CRR (CRR III) auf das Risikomanagement deutscher Banken am Beispiel der Marktpreisrisiken
No full textÄrztliche Korruption und Korruptionsprävention im Krankenhaus Compliance-Management-System
No full textDie Mitbestimmung des Betriebsrates bei der Einführung von Leistungskontrollmaßnahmen am Arbeitsplatz
No full textCan poetry shape our brand perceptions? An empirical study of the ‘poetry infusion effect’
No full textPurpose This study aims at examining the benefit of using poetry in a brand context. Hence, it strives at extending the art infusion effect, which had been found in previous research and demonstrated that art could enhance product and brand perceptions. Instead of focusing on visual art, this study aims at testing whether the effect is also perceivable for non-visual art, concretely, for poetry. It proposes that next to the art infusion effect, also a poetry infusion effect exists. In order to ascertain this assumption, it intends to measure specifically, whether the inclusion of poetry in advertising has a positive impact on product and brand perception.
Design/methodology/approach Next to a desk research, this study uses an experimental study to test the poetry infusion effect. By presenting advertising spots with and without poetry to different experimental groups, it is examined, whether people evaluate a brand and its products more positively, when having heard a poem before. Concretely the participants’ luxury and modernity perception of the brand, as well as their product evaluation are measured.
Findings The results of this study show that there is a direct effect between the presence of poetry and a positive product evaluation. Furthermore, it demonstrates that also the luxury and modernity perception is enhanced through poetry, and that both of these aspects have an impact on a more positive product evaluation.
Research limitations/implications On a managerial level this study implies, that it can be beneficial for brands to use poems in their advertising campaigns, or even cooperate with poets.
Originality/value Up to this point literature looking at the connection between brands and art has focused on visual art. This research extends this field of study, by examining the effect of a literary form of art, namely poetry, which constitutes a promising field of study in a marketing context, because poetry has always played an important role in the history of brand management and advertising
Main Applications of Messaging Apps for Content Marketing and Customer Service – Opportunities, Risks and Implications
No full textAI influencers - does it matter to consumers that their favourite influencer doesn't actually exist?
No full textThe Whats, Wheres, and Hows of Artificial Intelligence – A Status Quo of Data Pools, Algorithms and Required Qualifications by Industries
No full textActive Labour Market Measures in Germany: Matching the Needs of Potential Labour Force of Recent Refugees in Germany
No full textWith over one million people arriving in Germany to seek asylum since 2013, entering the labour market remains a key aspect for a successful integration process. In their attempt to attain employment, the recently arrived refugees face multiple challenges. One aspect that offers great potential to support them in finding suitable jobs and enhance their employability are Active Labour Market Policies (ALMPs). This includes measures such as job-counselling, vocational training and direct placement in public or subsidised employment.
This research explores the extent to which ALMPs meet the needs and aspirations of recently arrived refugees with regard to entering the labour market. By means of conducting interviews with members of the target group, this research aims to gain insights into the accessibility, relevance and overall suitability of ALMPs from the perspective of the study participants themselves.
The study shows that the participants ALMPs as relevant in terms of responding to their employment needs and aspirations. However, they perceive the accessible range of activation measures to be limited to a large degree. Certain activation measures were perceived as highly irrelevant, while some were even perceived to be obstructive to their pursuit of employment. Most notably, the participants felt supported by the employees of Public Employment Services (PES) when it comes to receiving short term training. However, when it comes to long-term training, they felt discouraged or even obstructed. This illustrated a perceived conflict between the participants' long-term aspirations, which included a focus on long-term development, and the PES’s emphasis on short-term arrangements and a quick path into employment