Beiträge in Zeitschriften

  • A time for heroes? Conceptualization, development and validation of the brand hero scale, in: European Journal of Marketing, 2023, https://www.emerald.com/insight/0309-0566.htm (mit Y.T. Lin; A. Eisingerich)

  • “Pulling back the curtain”: Company tours as a customer education tool and effects on pro-brand behaviors, in: Journal of Consumer Behaviour, 2022, http://doi.org/10.1002/cb.2088  (mit X. Sun, R. Kerschbaumer, A. Eisingerich)

  • How do seniors evaluate retirement homes? The effects of dunctional cogruity, self-congruity and lifestyle congruity, in: Journal of Housing and the Built Environment, 2021, https://doi.org/10.1007/s10901-021-09919-9 (mit S. Grzeskowiak, J. Sirgy, B. Swoboda, V. Pilchon, M. Lichtle)
     

  • Why Do Customers Want to Learn? Antecedents and Outcomes of Customer Learning, in: European Journal of Marketing, Vol. 56, No. 3, 2021, pp. 677-703 (mit X. Sun, A. Eisingerich, X. Cui, J. Schloffer)
     

  • Does Educating Customers create Positive Word of Mouth? in: Journal of Retailing and Consumer Services, Vol. 62, Issue C, 2021, pp. 1-9 (mit X. Sun, A. Eisingerich)
  • Wandel der Storeformte, in: Der Handel, Ausgabe 11/12, 2020, S 24-25 (mit R. Kerschbaumer, J. Schloffer)
  • Virtual Reality macht Shoppen zum Erlebnis, in: Der Handel, Ausgabe 11/12, 2020, S 20 (mit J. Schloffer)
  • Customer Education by the Manufacturer - Company Guided Tour as a Brand Touch Point in: Netzwerk Handel Insights, Ausgabe III, 2018 (mit X. Sun, R. Kerschbaumer)
  • Strategic Management of Product and Brand Extensions: Extending Corporate Brands in B2B vs. B2C markets, in: Industrial Marketing Management, 2018 (mit Y. Liu, A. Eisingerich, H. Tsai)
  • Blinds up or down? The influence of transparency, future orientation and CSR on sustainable and responsible behavior, in: European Journal of Marketing, 2018 (mit Y. Lin, A. Eisingerich)
  • Linking Retailing Experiences with Life Satisfaction: The Concept of Store-Typ Congruity with Shoppers´ Identity, in: International Journal of Retail and Distribution Management, Vol. 44, Issue 2, 2016, pp. 124-138 (mit S. Grzeskowiak, J. Sirgy, B. Swoboda)
  • What´s on the agenda? A more Effectivce Use of Presentation Slides in a Marketing Course, in: Journal of Academy of Business and Economics, Vol. 16, No. 2, June 2016, pp.35-40 (mit C. Maloles, W. Reisel, S. Chia)
  • Reverse Psychology Tactics in Contemporary Marketing, in: The Marketing Review, Vol. 16, No. 3, Autumn 2016, pp. 343-353 (mit I. Sinha)
  • Attribution of Symbolic Brand Meaning: the Interplay of Consumers, Brands and Reference Groups, in: Journal of Consumer Marketing, Vol. 33, No. 1, 2016, pp. 32-40 (mit M. Hammerl, F. Dorner, M. Brandstätter)

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