TY - CHAP A1 - Stüber, Eva A1 - Brusch, Michael ED - Baier, Daniel ED - Gaul, Wolfgang ED - Rese, Alexandra ED - Würth, Reinhold T1 - Anwendungsmöglichkeiten sowie Einfluss- und Gründungspotenziale von Web 2.0-Anwendungen im Internet - Analyse am Beispiel der Musikindustrie T2 - The entrepreneurship - innovation - marketing Interface : 3rd Symposium, Cottbus Y1 - 2010 SN - 978-3-89929-207-7 SP - 321 EP - 339 PB - Swiridoff CY - Künzelsau ER - TY - CHAP A1 - Baumert, Katrin A1 - Baier, Daniel A1 - Brusch, Michael T1 - Identifying and Evaluating Characteristics that are Difficult to Quantify Using the Repertory Grid Technique Y1 - 2011 ER - TY - THES A1 - Brusch, Michael T1 - Kundenorientierung in der Produkt- und Dienstleistungsgestaltung Y1 - 2011 CY - Cottbus ER - TY - CHAP A1 - Stüber, Eva A1 - Brusch, Michael T1 - Gründungsalternativen im Web 2.0-Zeitalter - die Musikindustrie und ihre Möglichkeiten Y1 - 2011 ER - TY - GEN A1 - Sand, Nicolai A1 - Stüber, Eva A1 - Brusch, Michael T1 - Wirkungsmessung der Online-Kommunikation - Eye-Tracking als methodische Unterstützung am Beispiel der Glaubwürdigkeitsmessung von Online-Werbung Y1 - 2010 ER - TY - GEN A1 - Brusch, Michael A1 - Stüber, Eva T1 - Usefulness of a Priori Information About Customers for Market Research: An Analysis for Personalisation Aspects in Retailing Y1 - 2010 ER - TY - CHAP A1 - Baumert, Katrin A1 - Baier, Daniel A1 - Brusch, Michael A1 - Tursch, Philipp ED - Woll, Ralf ED - Uhlemann, Matthias T1 - Ermittlung wahrgenommener Produktpositionierungen mittels Repertory-Grid-Technik - Vorgehensweise und Anwendung am Beispiel Smartphones T2 - Vielfalt Qualität - Tendenzen im Qualitätsmanagement, Bericht zur GQW-Jahrestagung 2012 in Cottbus Y1 - 2012 SN - 978-3-8440-0799-2 SP - 145 EP - 161 PB - Shaker Verlag CY - Aachen ET - 1. Auflage ER - TY - CHAP A1 - Baumert, Katrin A1 - Brusch, Michael A1 - Baier, Daniel ED - Mieke, Christian ED - Braunisch, Dirk T1 - Positionierungen zur Produktbeurteilung nach Identifizierung kundenwichtiger Merkmale mittels Repertory-Grid-Technik T2 - Innovative Produktionswirtschaft – Jubiläumsschrift zu 20 Jahren produktionswirtschaftlicher Forschung an der BTU Cottbus Y1 - 2012 SN - 978-3-8325-3177-5 SP - 1 EP - 16 PB - Logos Verlag CY - Berlin ER - TY - CHAP A1 - Selka, Sebastian A1 - Baier, Daniel A1 - Brusch, Michael T1 - Improving the Validity of Conjoint Analysis by Additional Data Collection and Analysis Steps T2 - Challenges at the interface of data analysis, computer science, and optimization, Karlsruhe, July 21 - 23, 2010 Y1 - 2012 SN - 978-3-642-24465-0 SP - 529 EP - 536 PB - Springer CY - Berlin [u.a.] ER - TY - CHAP A1 - Daniel, Ines A1 - Brusch, Michael A1 - Große, Kerstin A1 - Kozlowski, Therese T1 - Employer Branding as Important Issue in Attracting New Academic Employees – An Assessment from a Student’s Point of View T2 - Proceedings of the 18th QMOD Conference on Quality and Service Sciences, Seoul (Korea) 2015 Y1 - 2015 UR - http://210.101.116.28/W_files/kiss5/23404832_pv.pdf SN - 978-91-7623-086-2 PB - University Library Press CY - Lund ER - TY - GEN A1 - Baumert, Katrin A1 - Stüber, Eva A1 - Brusch, Michael T1 - Wirkung des Sex-sells-Prinzips in der Werbung T2 - transfer Werbeforschung & Praxis N2 - Damit Unternehmen mit ihrer Werbung bei Konsumenten die gewünschten Ziele erreichen, bedienen sie sich gerne verschiedener Reizwirkungen. Hierbei besitzen besonders emotionale Reizwirkungen bzw. deren extreme Form das Sex-sells-Prinzip einen positiven Einfluss auf die Aktivierung. Welche Wirkungen dabei auf Aufmerksamkeit und Erinnerung als zentrale Größen bestehen, ist jedoch von verschiedenen Rahmenbedingungen abhängig. Mittels einer kombinierten Untersuchung aus Eye-Tracking und Befragung können relevante Erkenntnisse in Bezug auf diese Größen im Bereich emotionaler Werbeanzeigen aufgezeigt werden. KW - Werbewirkung KW - Sex sells KW - emotionale Reize KW - Aktivierung Y1 - 2016 SN - 1436-798X VL - 62 IS - 2 SP - 60 EP - 66 ER - TY - GEN A1 - Brusch, Michael A1 - Baumert, Katrin A1 - Illner, Luisa T1 - Measurement and evaluation of product descriptors with a high relevance from a customers' point of view T2 - International Journal of Quality and Service Sciences N2 - The purpose of this paper is to develop an approach to measure and to evaluate product descriptors which have a high relevance from customers’ point of view. When developing new goods, i.e. products and services, decision makers have to include consumer evaluations within their decision-making process. These evaluations should analyze the product descriptors, which are really relevant from the customers’ point of view and which can be totally different from simple physical or technical attributes in the case of material goods. Besides these several types of product characteristics, the evaluations should consider external influencing factors like the involvement. In this investigation, an empirical data set resulting from a complex technical product-related survey is used. The products analyzed are smartphones and can be seen as representative examples with both objective physical features and subjective design-related attributes. The data collection and analysis will focus on subjective attributes, identifying factors and separating customer segments, e.g. using cluster analysis. Additionally, the existence of influence factors such as the involvement of the customers will be tested. The results show relevant differences from the customers’ point of view with regard to product descriptors which are different for every customer and hard to describe. The investigation leads to five different respondent groups. Additionally, other external (customer behavior-related) influence factors – especially the involvement – can be identified as relevant. The analyses point out that there is a need to analyze the customers on an individual level and to consider influencing factors. The investigation illustrates consequences of the usage of customer individual subjective elements as product descriptors which are relevant from the customers’ viewpoint. The resulting insights are new for researchers from a theoretical and from a practical point of view. The results verify, among others, the needs to analyze the customers on an individual level and to consider external (customer behavior-related) influence factors. KW - Cluster analysis KW - Smartphones KW - Involvement KW - Descriptors Y1 - 2016 U6 - https://doi.org/10.1108/IJQSS-04-2016-0031 SN - 1756-669X VL - 8 IS - 3 SP - 363 EP - 376 ER - TY - CHAP A1 - Brusch, Michael A1 - Baumert, Katrin A1 - Illner, Luisa ED - Dahlgaard-Park, Su Mi ED - Dahlgaard, Jens Jörn T1 - Measurement and Evaluation of as Relevant Perceived Product Descriptors T2 - Proceedings of the 18th QMOD Conference on Quality and Service Sciences Y1 - 2015 UR - http://210.101.116.28/W_files/kiss5/23404779_pv.pdf SN - 978-91-7623-086-2 PB - Lund University Library Press CY - Lund ER - TY - GEN A1 - Brusch, Michael A1 - Baumert, Katrin A1 - Kastner, Paula T1 - Product Development Based on Design Attributes – An Empirical Analysis of Perceptions and Influences T2 - International Journal of Quality and Service Sciences Y1 - 2017 SN - 1756-669X VL - 9 IS - 3/4 SP - 371 EP - 382 ER -