Publications
Showing entries 61 - 80 out of 157
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
Fuchs C. How best to market a crowdsourced product? RSM Discovery-Management Knowledge. 2017 Jan 1;29(1):15-17.
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
Schreier M, Nishikawa H, Fuchs C, Ogawa S. Crowdsourced Products Sell Better When They're Marketed That Way. Harvard Business Review. 2016 Nov 8.
Wagner U, (ed.), Reisinger H, (ed.), Schwand C, (ed.). Fallstudien aus der österreichischen Marketingpraxis 7. 1 ed. Wien: Facultas, 2016. 125 p.
Lim S, van Osselaer SMJ, Fuchs C, Schreier M. Made for You: The Effect of Consumer Identification on Consumer Preference. ACR North American Advances. 2016;3(1):13-17.
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
Schreier M, Fuchs C, Dahl D. The Innovation Effect of User Design: Exploring Consumers’ Innovation Perceptions of Firms Selling Products Designed by Users. Journal of Marketing. 2012 Sept;76(5):18-32. doi: 10.1509/jm.10.0462
Fuchs C, Diamantopoulos A. Positioning Bases’ Influence on Product Similarity Perceptions: An Open Sort Task Approach. In Quantitative Marketing and Marketing Management: Marketing Models and Methods in Theory and Practice. 1 ed. Wiesbaden: Gabler. 2012. p. 325-351 Epub 2012 Jan 1. doi: 10.1007/978-3-8349-3722-3
Showing entries 61 - 80 out of 157