Publications
Showing entries 41 - 60 out of 127
2018
Reisinger H, Grohs R, Bachner K. Sponsorship and Rival Groups: Positive and Negative Effects, Attenuation, and the Role of Stimulus Scope. In Proceedings for the 47th EMAC Conference 2018. Glasgow. 2018
Reimann O, Wagner U, Reisinger H. The effect of multiple endorsements: Differences between celebrity endorsement and celebrity co-branding. In Proceedings of the 47th EMAC Conference 2018. Glasgow. 2018
2017
Nishikawa H, Schreier M, Fuchs C, Ogawa S. The value of marketing crowd sourced new products as such: Evidence from two i randomized field experiments. Journal of Marketing Research. 2017 Aug;54(4):525-539. doi: 10.1509/jmr.15.0244
Reimann O, Reisinger H, Wagner U. Consumers' Perception of Celebrity Endorsement and Celebrity Co-Branding: Similarities and Differences. 2017. Paper presented at 39th Annual ISMS Marketing Science Conference, United States.
Reimann O, Wagner U, Reisinger H. The Impact of Celebrity Endorsement and Celebrity Co-branding on Perceived Quality: The Role of Celebrity Application Frequency Within a Brand. In Martínez-López FJ, Gázquez-Abad JC, Ailawadi KL, Yagüe-Guillén MJ, editors, Advances in National Brand and Private Label Marketing. Barcelona: Springer. 2017. p. 55 - 63
2016
Wagner U, (ed.), Reisinger H, (ed.), Schwand C, (ed.). Fallstudien aus der österreichischen Marketingpraxis 7. 1 ed. Wien: Facultas, 2016. 125 p.
2015
Dahl D, Fuchs C, Schreier M. Why and When Consumers Prefer Products of User-Driven Firms: A Social Identification Account. Management Science. 2015 Aug;61(8):1978-1988. doi: 10.1287/mnsc.2014.1999
Fuchs C, Schreier M, van Osselaer SMJ. The Handmade Effect: What's Love Got to Do with It? Journal of Marketing. 2015 Mar;79(2):98-110. doi: 10.1509/jm.14.0018
Grohs R, Reisinger H, Woisetschläger D. Attenuation of Negative Sponsorship Effects in the Context of Rival Sports Teams' Fans. European Journal of Marketing. 2015;49(11/12):1880-1901. doi: 10.1108/EJM-01-2013-0010
Reisinger H, Mayerhofer W, Milchram-Pinter M. Der Einsatz prominenter Produktbefürworter in der Werbung: Eine empirische Studie. In Konsumentenverhalten: Basis für Kommunikation und Markenführung. New Business Verlag. 2015. p. 166-173
Wolfsteiner E, Grohs R, Reisinger H. The Impact of Different Ambush Marketing Disclosure Strategies on Brand Attitude. In Collaboration in Research, Proceedings 44th EMAC Conference. Leuven. 2015
2014
Grohs R, Reisinger H. Sponsorship Effects on Brand Image: The Role of Exposure and Activity Involvement. Journal of Business Research. 2014 May;67(5):1018 - 1025. Epub 2013 Aug 22. doi: 10.1016/j.jbusres.2013.08.008
2013
Fuchs C, Prandelli E, Schreier M, Dahl D. All That Is Users Might Not Be Gold: How Labeling Products as User-Designed Backfires in the Context of Luxury Fashion Brands. Journal of Marketing. 2013;77(5):75-91. doi: 10.1509/jm.11.0330
Grohs R, Reisinger H, Wolfsteiner E, Haas J. At What Age and How Does Understanding of Product Placement Develop? Marketing ZFP - Journal of Research and Management. 2013;35(1):22-31.
Grohs R, Wolfsteiner E, Reisinger H. Consumer Attitudes toward Sponsors vs. Ambushers. In Proceedings 42nd EMAC Conference. 2013
Wagner U, (ed.), Reisinger H, (ed.), Schwand C, (ed.). Fallstudien aus der österreichischen Marketingpraxis 6. Facultas, 2013.
2012
Grohs R, Reisinger H, Haas J. Children's Understanding of Product Placement. In Proceedings of the 41st EMAC Conference. Unknown publisher. 2012
Auer-Srnka K, Reisinger H, Bauer M. Effects of Functional and Emotional Cues in Advertising on Consumers' Brand Knowledge. In Global Marketing Conference Proceedings. Unknown publisher. 2012
Auer-Srnka K, Gaubinger K, Schweitzer F. Effects of Recession on Consumer Attitudes towards Environmentally-friendly Products. In Tagungsband zum 6. Forschungsforum der Österreichischen Fachhochschulen. Unknown publisher. 2012
Reisinger H, Grohs R. Sponsorship of televised sport events: an analysis of mediating effects on sponsor image. In Quantitative Marketing and Marketing Management. Unknown publisher. 2012. p. 467-483
Showing entries 41 - 60 out of 127