All Publications

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

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 Mär;79(2):98-110. doi: 10.1509/jm.14.0018

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

Fuchs C, Schreier M. Customer Empowerment in New Product Development. Journal of Product Innovation Management. 2011;28(1):17-32.

Schreier M, Fuchs C. Company Designers Versus Users Through the Customer Lens: Who Holds More Creative Potential? in Brown T, Hrsg., Marketing theory and applications. Band 19. Chicago: American Marketing Association (AMA). 2008. S. 197-198. (AMA Winter Educators' Conference).

Fuchs C, Diamantopoulos A. A Consumer-Derived Measure of Brand Positioning Effectiveness: Development and Validation. in Proceedings of the 13th Biennial World Marketing Congress, (July 11-14, 2007, Verona, Italy). Unknown publisher. 2007

Fuchs C, Diamantopoulos A. Consumers' Perceptions of Brand Positioning Strategies: Insights into Categorization Processes and Nature of Associations. in Proceedings from the 36th EMAC Conference. Unknown publisher. 2007

Fuchs C, Diamantopoulos A. Evaluating the Effectiveness of Brand Positioning Strategies: A Consumer Perspective. in Dixon AL, Machleit KA, Hrsg., 2007 American Marketing Association Winter Educators's Conference - Marketing Theory. Chicago: Unknown publisher. 2007. S. 89-89