Publikationen Lehrstuhl für Marketing


  • Wagner, U. und Taudes, A. (1986): "A Multivariate Polya Model of Brand Choice and Purchase Incidence", in: Marketing Science, 5 (3), S. 219-244.
  • Taudes, A. und Wagner, U. (1985): "EXORB - A Program System to Examine to Order of Individual Brand Choice Processes", in: Journal of Marketing Research, 22 (2), S. 218-219.

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Glaser M, Reisinger H. This is Personal Now: Comparing the Use of Celebrities and Unknown Actors in Narrative Advertisements. 2019. Beitrag in 6th French-Austrian-German Workshop on Consumer Behavior, Nancy, Frankreich.

Jirásek M, Glaser M, Windsperger J. Ownership Structure of Franchise Chains: Trade-off between Adaptation and Control. 2019. Beitrag in 33rd Annual ISoF Conference, Vienna, Österreich.

Pauser S, Wagner U. Barrier-Free Communication: Assessing the Comprehensibility, Physical Appearance and Acceptance of Sign Language Avatars. 2019. Postersitzung präsentiert bei 10th EMAC Regional Conference, St. Petersburg, Russland.

Wagner U, Steiner E, Hartmann C, Braun K. Crossmodal correspondences between color, smell and texture - Investigating sensory attributes of a body lotion. in French-Austrian-German Workshop on consumer Behavior - Proceedings. 2019

Akturan U, Wagner U, Pauser S. Deviant Behaviors in Ads: A Cross-Cultural Study. in 2019 EMAC Regional Conference Proceedings. 2019

Wagner U, Strobl S. Do consumers' value systems impact their consumption of sustainable groceries? An intercultural study. in 8th International Conference on Social responsibility, Ethics and Sustainable Business - Proceedings. 2019

Wagner U, Charinsarn A. Does supplementing nonconventional lettering on product packages influence consumers' evaluations. in Conference Proceedings - 48th EMAC Conference. Hamburg. 2019

Glaser M. Enhancing Persuasive Potential of Narrative Advertisements by Reducing Reactance. 2019. Beitrag in 32nd EMAC Doctoral Colloquium, Hamburg, Deutschland.

Wagner U, Jacob IC, Khanna M, Rai K. Possession attachment towards global brands: The "World of Barbie" shaping the mindset of young Indian girls. in 2019 Global Sahion Management conference at Paris Proceedings. 2019. S. 770-776

Wolfsteiner E, Garaus M, Wagner U. Smile please! Toward an understanding of selfie compaigns. in Proceedings of the 10th EMAC Regional Conference. 2019

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