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Logo: Institut für Marketing und Management/Leibniz Universität Hannover
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Logo: Institut für Marketing und Management/Leibniz Universität Hannover
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Dr. Sascha Langner - Veröffentlichungen

 

Aufsätze in Fachzeitschriften

Schmidt, St.; Limbach, M.; Langner, S.; Wiedmann, K.-P.; Albertsen, L.; Reiter, P. (in press): Official Sports Sponsorship Fortress versus Ambush Marketing Attack: Investigating the Impact on Implicit and Explicit Brand Knowledge, in: International Journal of Sports Marketing and Sponsorship, (forthcoming).

Schmidt, St.; Niedernolte, F.; Albertsen, L.; de Lopez, C.; Reiter, P.; Langner, S. (2017): Customer Insights that Drive Social Enterprises, in: Marketing Review St. Gallen, Vol. 34, Number 3, pp. 30-40.

Schmidt, St.; Langner, S.; Hennigs, N.; Wiedmann, K.-P.; Karampournioti, E.; Lischka, G. (2017): The green brand: Explicit and implicit framing effects of ecolabelling on brand knowledge, in: Cogent Psychology (forthcoming).

Schmidt, St.; Thölke, A.; Langner, S.; Reiter, P.; Hennigs, N.; Schießl, M. (2016): Stay Tuned! Assessing the Effectiveness of Social Media Video Ads, in: Marketing Review St. Gallen, Vol. 33, Number 3, pp. 10-21.

Schmidt, St.; Buckler, F.; Langner, S.; Wiedmann, K.-P. (2016): Brand Equity Valuation Through Big Data Intelligence, in: Marketing Review St. Gallen, (forthcoming).

Wiedmann, K.-P.; Langner, S.; Friedlandt, J.; Fritz, S. (2016): Welche Kundenrezension führt zum Kauf? Eine empirische Analyse der wahrgenommenen Nützlichkeit von Online-Rezensionen und deren Einfluss auf
Kaufentscheidungen, in: WiSt (Wirtschaftswissenschaftliches Studium), Heft 7, 45. Jg., Juli 2016, S. 340 – 349.

Schmidt, St.; Thoelke, A.; Langner, S.; Schiessl, M. (2015): Communication Research in a Digitized World - The Necessity of an Integrative Visual and Affective Measurement 3.0 Diagnosis, in: planung & analyse, Issue No. 6, 2015, pp. Download publication.

Schmidt, St.; Hennigs, N.; Langner, S.; Limbach, M. (2013): The Explicit and Implicit Impact of Sport Sponsorship, in: Marketing Review St. Gallen, Vol. 30, Number 1, pp. 58-70. doi: 10.1365/s11621-013-0189-y. Download publication.

Langner S.; Hennigs, N.; Wiedmann, K.-P. (2013): Social persuasion: targeting social identities through social influencers, Journal of Consumer Marketing, Vol. 30 Iss: 1, pp.31 - 49

Schmidt, St.; Hennigs, N.; Langner, S.; Limbach, M. (2013): The Explicit and Implicit Impact of Sport Sponsorship, in: Marketing Review St. Gallen, Vol. 30, Number 1, pp. 58-70. doi: 10.1365/s11621-013-0189-y.

Kilian, T.; Hennigs, N.; Langner, S. (2012): Do Millenials read books or blogs? Introducing a media usage typology of the internet generation, in: Journal of Consumer Marketing, 29 (2): 114-124.

Wiedmann, K.-P.; Hennigs, N.; Langner, S. (2010): Spreading the Word of Fashion: Identifying Social Influencers in Fashion Marketing, in: Journal of Global Fashion Marketing  (JGfM), Vol. 1, No. 3, August 2010, pp. 142-153.

Buchbeiträge und Monographien

Langner, S.; Schmidt, St.; Fritz, S.; Hennigs, N.; Wiedmann, K.-P. (2016): To Manipulate, Or Not To Manipulate. The Naïve Beliefs of the Simple Application of Persuasion Techniques, in: Dimofte, C.V.; Haugtvedt, C.P.; Yalch, R.F. (Ed.): Consumer Psychology in a Social Media World, Routledge, New York 2016, pp. 187-201.

Wiedmann, K.-P.; Langner, S. (2016): Open Source Marketing in Tourism: Motivational Drivers and Practical Approaches, in: Egger, R.; Gula, I.; Walcher, D. (Ed.): Open Tourism. Open Innovation, Crowdsourcing and Co-Creation challenging the Tourism Industry, Springer: Heidelberg, New York, Dordrecht, London 2016, pp. 61-78.

Langner, S.; Schmidt, St.; Wiedmann, K.-P.; Haase, J.; Fritz, S. (2016): Make Brand Love, Not War – The Power of Combining Explicit and Implicit Brand Attitude Measurement, in: Obal, M.W.; Krey, N.; Bushardt, Ch. (Ed.): Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era, Springer Cham Heidelberg, New York, Dordrecht, London 2016, pp. 327 ff.

Schmidt, St.; Langner, S.; Hennigs, N.; Limbach, M.; Rothensee, M.; Wiedmann, K.-P. (2016): Sponsoring FIFA World Cup vs. Olympic Games – Coca Cola, a Classic American Brand, and its Explicit and Implicit Success at World Wide Sport Events, in: Kim, K.K. (Ed.): Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? Springer Cham Heidelberg, New York, Dordrecht, London 2016, pp. 501 ff.

Schmidt, St.; Langner, S.; Schiessl, M.; Wiedmann, K.-P. (2015): Touchpoint Research and the Moment of Truth - Analyzing Sensory Packaging Design and Its Implicit and Explicit Brand Effects at the Point of Sale, in: Schmidt, H.J.; Baumgarth, C. (Eds.): Forum Markenforschung - Tagungsband der internationalen Konferenz "DERMARKENTAG2014", Springer Gabler, pp. 153-165

Langner, S.; Wiedmann, K.-P. (2015): Social Identity Theory, in: Wiley Encyclopedia of Management, John  Wiley & Sons, Volume 9. Marketing

Hennigs, N.; Wiedmann, K.-P.; Schmidt, St.; Langner, S.; Wuestefeld, T. (2013): Managing the Value of Luxury: The Effect of Brand Luxury Perception on Brand Strength, in: Wiedmann, K.-P.; Hennigs, N. (Eds.): Luxury Marketing; A Challenge for Theory and Practice , Springer Gabler, pp. 341-357.

Wiedmann, K.-P.; Fritz, S.; Langner, S. (2013): Verbesserung der wahrgenommenen Dienstleistungsqualität durch den Einsatz von Social Media im B2B-Sektor – Aktuelle Ansätze und Fallbeispiele, in: Bruhn, M.; Hadwich, K. (Hrsg.): Dienstleistungsmanagement und Social Media. Potenziale, Strategien und Instrumente. Forum Dienstleistungsmanagement. Springer Gabler, Wiesbaden 2013, S. 345 - 370.

Wiedmann, K.-P.; Langner, S.; Friedlandt, J. (2011): Welche Kundenrezensionen werden gelesen?, in: Wagner, U.; Wiedmann, K.-P.; von der Oelsnitz, D. (Hrsg.): Das Internet der Zukunft – Bewährte Erfolgstreiber und neue Chancen, Gabler, Wiesbaden, 2011, S. 329-350.

Wiedmann, K.-P.; Langner, S.; Hennigs, N. (2011): Motive des Konsumentenengagements im Open Source Marketing, in: Walsh, G.; Hass, B.H.; Kilian, Th. (Hrsg.): Web 2.0. Neue Perspektiven für Marketing und Medien, 2. Auflage, Springer, Heidelberg, Dordrecht, London, New York 2011, S. 201 – 216.

Wiedmann, K.-P.; Schmidt, St.; Langer, S. (2010): Verhaltenswissenschaftliche Markenanalyse - Einsatz impliziter und expliziter Messmethoden zur Erfassung der Wirkung von Marken, in: Wiedmann, K.-P. (Hrsg.): Ganzheitliches Marketing und Management, Südwestdeutscher Verlag, Saarbrücken.

Kilian, T.; Langner, S. (2010): Online-Kommunikation: Kunden zielsicher verführen und beeinflussen, Gabler Verlag, Wiesbaden

Wiedmann, K.-P.; Hennigs, N.; Langner, S.; Pankalla, L. (2010): Open Source Marketing im eTourismus – Motivationale Treiber und praktische Ansätze, in: Amersdorffer, D. (et al.; Hrsg.): Social Web im Tourismus: Strategien - Konzepte – Einsatzfelder, Wiesbaden, 2010, S. 71-88.

Langner (2009): Viral Marketing - Mundpropaganda gezielt auslösen und Gewinn bringend nutzen (3. Auflage), Gabler Verlag, Wiesbaden.

Wiedmann, K.-P.; Langner, S.; Hennigs, N. (2008): Motive des Konsumentenengagements im Open Source-Marketing, in Hass, B.; Walsh, G.; Kilian, Th. (Hrsg.): Web 2.0. Neue Perspektiven für Marketing und Medien, Berlin / Heidelberg (Springer) 2008, S. 231 - 248

Wiedmann, K.-P.; Pankalla, L.; Langner, S. (2008): Open Source Marketing - Warum Konsumenten freiwillig am Marketing von Unternehmen teilnehmen, in: Lutterbeck, B. et al. (Hrsg.), Open Source Jahrbuch 2008, Berlin 2008, S. 91-104

Wiedmann, K.-P.; Langner, S. (2007): Open Source als Herausforderung an das Marketing-Management, in: Bayón, T; Herrmann, A.; Huber, F. (Hrsg.): Vielfalt und Einheit in der Marketingwissenschaft - Ein Spannungsverhältnis, Festschrift zum 60. Geburtstag von Prof. Dr. Hans H. Bauer, 1. Aufl., Wiesbaden 2007, S. 135 - 166

Wiedmann, K.-P.; Langner, S.; Hennigs, N. (2007): Collaborated Marketing: Die motivationalen Treiber der konsumentenseitigen Beteiligung an Open Source-orientierten Marketingprojekten - Ergebnisse einer explorativen Studie, in: Bauer, H.H.; Große-Leege, D.; Rösger, J. (Hrsg.): Interactive Marketing im Web 2.0+, München (Vahlen) 2007, S. 126 - 149.

Wiedmann, K.-P.; Langner, S. (2006): Open Source Marketing - ein schlafender Riese erwacht, in: Lutterbeck, B. (Hrsg.): Open Source Jahrbuch 2006, Berlin, 2006

Wiedmann, K.-P.; Langner, S. (2004): Beeinflussung im Internet – Klassische Techniken und aktuelle Phänomene; in: Wiedmann, K.-P.; Buxel, H.; Frenzel, T.; Walsh, G. (Hrsg.): Konsumentenverhalten im Internet; Konzepte - Erfahrungen - Methoden – Wiesbaden 2004, S. 195-226

Langner, S. (2003): Multichannel am Beispiel der Verlagsgruppe Weltbild; in: Merx, O.; Bachem, C. (Hrsg.): Multichannel-Marketing-Handbuch. – Berlin 2003, S. 177-190

Konferenz- / Kongressbeiträge

Wiedmann, K.-P.; Albertsen, L.; Langner, S.; Karampournioti, E.; Schmidt, St. (2017): Consumer’s Perception of Sustainable Food Innovations: Effects on Perceived Risk, Perceived Benefit, and Attitude Strength, Paper accepted for Presentation at the 2017 AMA Summer Marketing Educators' Conference, San Francisco, CA, August 4-6, 2017.

Schmidt, St.; Limbach, M.; Langner, S.; Wiedmann, K.-P. (2017): Assessing the Explicit and Implicit Effect of Sport Sponsorship on Dual Brand Knowledge – The Case of In-Game Advertising, Paper accepted for Presentation at the 2017 Global Fashion Management Conference, Vienna, Austria, July 6-9, 2017.

Schmidt, St.; Langner, S.; Limbach, M. (2017): Who Is Your True G.O.A.T? Analyzing The Cause-Effect-Relations Of Sport Rivalry On The Emotional Appeal Toward A Sport Athlete, Paper accepted for Presentation at the 2017 Academy of Marketing Science Annual Conference, San Diego, CA, May 24-26, 2017.

Wiedmann, K.-P.; Albertsen, L.; Langner, S.; Karampournioti, E.; Schmidt, St. (2017): Thought For Food: The Impact of Sensory Perceptions on Implicit and Explicit Attitudes Toward A Product, Paper accepted for Presentation at the 2017 Academy of Marketing Science Annual Conference, San Diego, CA, May 24-26, 2017.

Schmidt, St.; Limbach, M.; Langner, S.; Reiter, P. (2016): Assessing the Explicit and Implicit Effect of Athlete Sponsorship on Attitudinal Associations Toward a Sponsor Brand, Paper accepted for Presentation at the 2016 Global Marketing Conference, Hong Kong, Hong Kong, July 21-24, 2016 (forthcoming).

Wiedmann, K.-P.; Schmidt, St.; Langner, S.; Albertsen, L.; Schiessl, M.; Buckler, F. (2016): The Unknown Legacy Effect: Assessing the Explicit and Implicit Relation of Corporate Brand Heritage on Brand Attachment, Paper accepted for Presentation at the 2016 Global Marketing Conference, Hong Kong, Hong Kong, July 21-24, 2016 (forthcoming).

Wiedmann, K.-P.; Schmidt, St.; Langner, S.; Reiter, P.; Albertsen, L.; Karampournioti, E. (2016): Magical Repute - The Explicit and Implicit Effect of Corporate Brand Reputation on Brand Attachment, Paper accepted for Presentation at the 2016 Academy of Marketing Science Annual Conference, Orlando, FL, May 18-21, 2016 (forthcoming).

Langner, S.; Schmidt, St.; Hennigs, N.; Karampournioti, E.; Albertsen, L. (2016): Words Have Meaning and Names Have Power - Assessing The Appeal of Personalization of Perceiving One's Own Name On Coke Bottles, Paper accepted for Presentation at the 2016 Academy of Marketing Science Annual Conference, Orlando, FL, May 18-21, 2016 (forthcoming).

Langner, S.; Schmidt, St.; Wiedmann, K.-P. (2014): The Hidden Value Drivers: Explicit and Implicit Antecedents of Customer Perceived Value, Paper presented at the 2014 AMA Summer Marketing Educators' Conference, Orlando, FL, February 21-23, 2014.

Hennigs, N.; Schmidt, St.; Langner, S.; Karampournioti, E.; Albertsen, L. (2016): Where there's smoke, there's fire: Analyzing the explicit and implicit effects of text-based and graphic warning labels on cigarette packages, Paper accepted for Presentation at the 2016 Academy of Marketing Science Annual Conference, Orlando, FL, May 18-21, 2016 (forthcoming).

Schmidt, St.; Langner, S.; Hennigs, N.; Albertsen, L.; Karampournioti, E. (2016): With Joyful Flow: The Dual Information Processing Effect of Pragmatic and Hedonic User Experience on Brand Attachment, Paper accepted for Presentation at the 2016 Academy of Marketing Science Annual Conference, Orlando, FL, May 18-21, 2016 (forthcoming).

Wiedmann, K.-P.; Schmidt, St.; Hennigs, N.; Langner, S.; Albertsen, L. (2016): Assessing the explicit and implicit effect of corporate brand reputation on brand attachment, Paper presented at the 15th International Conference Marketing Trends, Venice, Italy, January 20-23, 2011.

Schmidt, St.; Hennigs, N.; Langner, S.; Albertsen, L.; Limbach, M.; Leppert, P. (2015): Official Sponsoring Appearance versus Ambush Attack, Paper presented at the 2015 ANZMAC Annual Conference, Sydney, Australia, November 30th – December 2nd, 2015.

Langner, S.; Schmidt, St.; Hennigs, N.; Fritz, S., Schiessl, M. (2015): ‘Touch Me to Attach Me‘ – The Dark and the Bright Side of Brand Attachment, Paper presented at the 2015 AMA Summer Marketing Educators' Conference, Chicago, IL, August 14-16, 2015.

Langner, S.; Hennigs, N.; Schmidt, St.; Wiedmann, K.-P. (2015): Do Consumers Value Responsible Products? Fair Trade Orientation And Its Impact On Product Loyalty, Price Premium and Buying Intention, Paper presented at the 2015 AMA Summer Marketing Educators' Conference, Chicago, IL, August 14-16, 2015.

Schmidt, St., Langner, S.; Hennigs, N., Schiessl, M.; Karampournioti, E. (2015): Anthropomorphic Frame Effects of Sustainability Communication on Implicit and Explicit Attitudes, Paper presented at the 2015 AMA Summer Marketing Educators' Conference, Chicago, IL, August 14-16, 2015.

Schmidt, St.; Hennigs, N.; Wuestefeld, T., Langner, S.; Wiedmann, K.-P. (2015): Corporate Heritage Cockpit - Measuring and Managing Brand Heritage as Strategic Asset, Paper presented at the 75th Annual Meeting of the Academy of Management, Vancouver; Canada, August 7-11, 2015.

Schmidt; St.; Hennigs, N.; Wuestefeld, T.; Langner, S.; Wiedmann, K.-P. (2015): Brand Heritage as Key Success Factor in Corporate Marketing Management - A Review and Synthesis of Recent Empirical Studies, in: Proceedings of the 17th Biennial Conference on Historical Analysis and Research in Marketing (CHARM), Crossing Boundaries, Spanning Borders: Voyages Around Marketing’s Past, Vol. 17, pp. 104-111. Download publication.

Schmidt, St.; Langner, S.; Hennigs, N.; Limbach, M.; Rothensee, M.; Wiedmann, K.-P. (2015): Sponsoring FIFA World Cup vs. Olympic Games - Coca Cola, a Classical American Brand, And Its Explicit and Implicit Sponsoring Success at Wordwide Sport Events, Paper presented at the 2015 Academy of Marketing Science Annual Conference, Denver, CO, May 12-14, 2015.

Wiedmann, K.-P.; Langner, S.; Fritz, S.; Schmidt, St.; Haase, J. (2014): The Effect of Social Media Unique Relevance Features: Introducing a Multidimensional Framework, Paper presented at the 2014 AMA Summer Marketing Educators' Conference, San Francisco, CA, August 1-3, 2014.

Langner, S; Schmidt, St.; Wiedmann, K.-P.; Haase, J.; Fritz, S. (2014): The Hidden Brand Drivers: Explicit and Implicit Antecedents of Brand Strength, Paper presented at the 2014 AMA Summer Marketing Etducators' Conference, San Francisco, CA, August 1-3, 2014.

Schmidt, St.; Langner, S.; Wiedmann, K.-P.; Haase, J.; Behrens, S. (2014): Exploring Explicit and Implicit Framing Effects on Brand Knowledge Enhancement - The Case of Sustainability Advertising Using Ecolabels, Paper presented at 2014 Global Marketing Conference, Singapore, Singapore, July 15-18, 2014.

Wiedmann, K.-P.; Fritz, S.; Langner, S.; Schmidt, St. (2014): The Effect of Social Media Unique Relevance Features (SMURF) on Brand Perception and Behavior, Paper presented at 2014 Global Marketing Conference, Singapore, Singapore, July 15-18, 2014.

Langner, S.; Schmidt, St.; Wiedmann, K.-P.; Haase, J.; Fritz, S. (2014): Make Brand Love, Not War - The Power of Combining Explicit and Implicit Brand Attitude Measurement to Detect Brand Affection, Paper presented at the 2014 Academy of Marketing Science Annual Conference, Indianapolis, IN, May 21-23, 2014.

Langner, S.; Schmidt, St.; Wiedmann, K.-P. (2014): The Hidden Value Drivers: Explicit and Implicit Antecedents of Customer Perceived Value, Paper presented at the 2014 AMA Summer Marketing Educators' Conference, Orlando, FL, February 21-23, 2014.

Langner, S.; Schmidt, St.; Fritz, S.; Wiedmann, K.-P.  (2013): The Hidden Motivators: Why We Recommend Brands - Analyzing Implicit and Explicit Brand Related Motivations, Paper presented at the 2013 ANZMAC Annual Conference, Auckland, New Zealand, December 1-4, 2013.

Schmidt, St.; Langner, S.; Koenig, J. (2013): Explicit and Implicit Voter Decision-Making: Why We Support and Elect Parties - Perceptual and Behavioral Politic Related Motivation Effects Towards a Party, Poster presented at the 2013 ANZMAC Annual Conference, Auckland, New Zealand, December 1-4, 2013

Fritz, S.; Langner, S.; Schmidt, St.; Wiedmann, K.-P. (2013): The Effect of Social Media Unique Relevance Features on Social Media Brand Percpetion and Behavior, Paper accepted for Presentation at the 2013 AMA SummerMarketing Educators' Conference, Boston, MA, August 9-11, 2013.

Schmidt, St.; Langner, S.; Hennigs, N.; Wiedmann, K.-P. (2013): Me, Myself and My Brands: Implicit and Explicit Individual-Brand Motivational Fit and Effect on Consumer Perception and Behavior, Paper presented at the 2013 AMA Winter Marketing Educators' Conference, Las Vegas, NV, February 15-17, 2013.

Langner, S.; Hennigs, N.; Schmidt, S.; Wiedmann, K.-P. (2012): Explicit and Implicit Measures of Brand Information Processing and Its Impact on Brand Perception and Brand-Related Behavior, Paper presented at the 2012 Summer Marketing Educators‘ Conference, Boston, Ill, August, 17-19, 2012

Schmidt, St.; Hennigs, N.; Langner, S.; Wiedmann, K.-P. (2012): Do They Know How they Feel about Your Brand? Explicit and Implicit Antecedents of Brand Perception and Buying Intention. In: Seung Hee Lee (Ed.): Globalization and Marketing Performance. Proceedings of the 2012 Global Marketing Conference at Seoul, July 19 – 22, 2012, pp. 812 ff.

Wiedmann, K.-P.; Langner, S.; Friedlandt, J. (2011): Einflussfaktoren der konsumentenseitigen Beurteilung von Kundenrezensionen im Internet am Beispiel von Online Shops, Paper presented at the 10th International Marketing Trends Conference, Paris, France, January, 20th-22nd 2011.

Langner, S.; Wiedmann, K.-P.; Friedlandt, J. (2011): Exploring Online Customer Reviews – Towards a Better Understanding of Factors Influencing the Perception of Customer Product Evaluations, 18th international conference on RECENT ADVANCES IN RETAILING AND SERVICES SCIENCE, San Diego, USA, July, 15th-18th 2011.

Wiedmann, K.-P.; Hennigs, N.; Langner, S. (2010): “Let’s Talk about Fashion: Exploring the Motivational Drivers of Social Influencers in Fashion Marketing”. Paper presented at the 2010 Global Marketing Conference at Tokyo, September 9-11, 2010.

Wiedmann, K.-P.; Langner, S.; Pankalla, L.; Hennigs, N. (2010): Open Source as Challenge for Marketing Management: Exploring and Understanding Participants’ Motivation as a Basis for Interactive Communications Strategies. Paper presented at the 9th International Congress on Marketing Trends, Università Ca’ Foscari, Venezia, & ESCP-EAP - European School of Management, Paris et al., Venice, January, 21-23, 2010.

Wiedmann, K.-P.; Kassubek, M.; Langner, S.; Hennigs, N. (2009): Exploring Customer Value Dimensions of Trade Show Internet Platforms: Connecting Trade Shows and Web-based Services, in: Kamins, M./Martin, I. M. (eds.): Enhancing Knowledge Development in Marketing, 2009 American Marketing Association Summer Marketing Educators' Conference, Vol. 20/2009, pp. 364ff.

Wiedmann, K.-P./Kassubek, M./Langner, S. (2009): Trade Show Performance: Exploring Interpersonal & Non-Personal Interaction Dimensions, Paper presented at the 14th Biennial World Marketing Congress, Academy of Marketing Science, Oslo, Norway, July 22-25, 2009.

Wiedmann, K.-P.; Hennigs, N.; Langner, S. (2009): Exploring the Underlying Motivational Drivers of WOM Referral Behavior: Towards a Typology of Social Influencers, in Reynolds, K.; White, J.Ch. (Ed.): Marketing Theory and Applications, 2009 AMA Winter Educators’ Conference, Vol. 20/2008, pp. 482 ff.

Wiedmann, K.-P.; Hennigs, N.; Langner, S. (2008): Exploring the Underlying Motivational Drivers and Gender Differences of Social Influencers in Fashion Marketing. Paper presented at: 2008 Global Marketing Conference at Shanghai, Korean Academy of Marketing Science et al., March 20-23, 2008.

Wiedmann, K.-P.; Langner, S.; Hennigs, N. (2008): Conceptualizing the Key Motivational Drivers of Consumers’ Participation in Open Source Networks and Marketing Projects. Paper presented at: 2008 Global Marketing Conference at Shanghai, Korean Academy of Marketing Science et al., March 20-23, 2008

Wiedmann, K.-P.; Hennigs, N.; Langner, S. (2007): “A Typology of WOM Referral Behavior - Individual and Social Capital as Basis Drivers/Qualities of Social Influence”, in: DeMoranville, Carol W. (Ed.): Marketing Theory and Practice in an Inter-functional World, 2007 World Marketing Congress Academy of Marketing Science, Verona, Italy, July 11-14, 2007, Volume XIII, 2007, pp. 306 ff.

Wiedmann, K.-P.; Langner, S.; Hennigs, N. (2007): The underlying Motivation(s) of Consumers’ Participation in Open Source Oriented Marketing Projects – Results of an exploratory Study, in: Mohr, J.; Fisher, R. (Ed.):Enhancing Knowledge Development in Marketing, 2007 AMA Educators’ Proceedings, Vol. 18, pp. 167 ff.

Wiedmann, K.-P.; Langner, S. Hennigs, N. (2007): Collaborated Marketing – Towards a Multidimensional Model of Motivation in Open Source Oriented Marketing Projects, in: Khilji, Sh.E.; Teagarden, M.B.; Ibrahim, D.N.; Meng, T.T.; Ahmend, Z.U. (Ed.): Advances in Global Business Research, Vol. 4, No.1, ISSN 1549-9332, Part 1, Commerce, Texas, 2007, pp. 290-297.

Wiedmann, K.-P.; Hennigs, N.; Langner, S. (2007): Categorizing the Potential and Value of WOM-Referrals. Towards a Comprehensive Typology of Social Influence, in: Dixon, A.L.; Machleit, K.A. (Ed.): Marketing Theory and Applications, AMA Winter Educators´Conference Proceedings, Vol. 18, pp. 22 ff.

Wiedmann, K.-P.; Langner, S. (2007): Web 2.0 and Reputation Management, paper presented at the 11th Reputation Institute Conference on Corporate Reputation, Brand Identity & Competitiveness, Oslo, Norway, 2007

Wiedmann, K.-P.; Langner, S. (2006): Understanding Open Source Networks: Proposing a Conceptual Model of Motivation, Proceedings of the IFSAM VIIIth World Congress, Berlin

Schriftenreihe Marketing & Management

Wiedmann, K.-P.; Langner, S.; Hennigs, N.(2009): Basic Strategies, Tactics and Instruments of Communication in Corporations - Towards a Holistic Understanding of Organizational Communication

Wiedmann, K.-P./ Langner, S./ Friedlandt, J.(2008): Der Einfluss von Kundenrezensionen im Internet auf das Konsumentenverhalten am Beispiel von Online-Shops

Wiedmann, K.-P.; Langner, S.; Kleinod, M.(2008): Entwicklung eines Erfolgsfaktorenmodells für Messen zur Steigerung der Kundenzufriedenheit von Messebesuchern

Wiedmann, K.-P.; Langner, S.; Schwulera, T. (2007): Virtuelle Kundeneinbindung in unternehmerische Innovationsvorhaben und Auswirkungen auf den Kundenwert

Wiedmann, K.-P.; Langner, S.; Pankalla, L. (2007): Open Source Marketing: Die gemeinschaftliche Entwicklung von Marketingstrategien und -taktiken mit dem Konsumenten - eine empirische Analyse zur Erklärung der verbraucherseitigen Motivation, Hannover 2007

Wiedmann, K.-P.; Langner, S.; Siecinski, J. (2007): Kundenzufriedenheit in Onlinebeziehungen - Ergebnisse einer empirischen Studie, Hannover 2007 (forthcoming)

Wiedmann, K.-P.; Langner, S.; Bartscht, C. (2007): Erlebnis und Ästhetik als Einflussfaktoren für das Teetrink- und Kaufverhalten: Ergebnisse einer empirischen Studie und Gestaltungsperspektiven für das strategische Marketing, Hannover 2007 (forthcoming)

Wiedmann, K.-P.; Langner, S.; Boeger, M. (2007): Kundenzufriedenheit in industriellen Geschäftsbeziehungen - Eine empirische Analyse vor dem Hintergrund aktueller Herausforderungen von Zulieferern der Automobilindustrie, Hannover 2007

Wiedmann, K.-P.; Langner, S.; Bachmann, F. (2006): Erfolgsfaktoren des Sponsoring in der 1. Bundesliga der DFL - Ergebnisse einer empirischen Untersuchung, Schriftenreihe Marketing Management, Hannover 2006

Wiedmann, K.-P.; Langner, S. (2006): Strategische Marketingplanung zur Geschäftsfelderweiterung und -neuerschließung im Business Process Outsourcing, Hannover, 2006

Wiedmann, K.-P.; Langner, S. (2005): Beeinflussungsansätze im Internet - Theoretische Grundlagen zur Unstützung der Marketingforschung, Hannover, 2005

Wiedmann, K.-P.; Langner, S. (2005): Theoretische Grundlagen zur Beeinflussung des Konsumentenverhaltens, Hannover, 2005