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Logo: Institut für Marketing und Management/Leibniz Universität Hannover
Logo Leibniz Universität Hannover
Logo: Institut für Marketing und Management/Leibniz Universität Hannover
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Journal Articles

Wiedmann, K.-P., Haase, J., Bettels, J., & Reuschenbach, C. (2018). It’s not all about function: Investigating the effects of visual appeal on the evaluation of industrial products using the example of product color. Journal of Product and Brand Management, 29(3), forthcoming.

Haase, J., Wiedmann, K.-P., & Bettels, J. (2018). Sensory imagery in advertising: How the senses affect perceived product design and consumer attitude. Journal of Marketing Communications, forthcoming.

Haase, J., Wiedmann, K.-P., & Labenz, F. (2018). Effects of consumer sensory perception on brand performance. Journal of Consumer Marketing, forthcoming.

Wiedmann, K.-P., Haase, J., Labenz, F., & Hennigs, N. (2018). Multisensory marketing in the luxury hotel industry: Effects on brand experience and customer perceived value. Luxury Research Journal, forthcoming.

Haase, J., & Wiedmann, K.-P. (2018). The sensory perception item set (SPI): An exploratory effort to develop a holistic scale for sensory marketing. Psychology & Marketing, DOI: 10.1002/mar.21130.

Wiedmann, K.-P., Labenz, F., Haase, J., & Hennigs, N. (2018). The power of experiential marketing: Exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25(2), 101-118.

Haase, J., Wiedmann, K.-P., Bettels, J., & Labenz, F. (2018). How to best promote my product? Comparing the effectiveness of sensory, functional and symbolic advertising content in food marketing. British Food Journal, 120(8), 1792-1806.

König, J. C. L., Haase, J., Hennigs, N., & Wiedmann, K.-P. (2018). ...and they lived luxury ever after: Storytelling as a driver for luxury brand perception and consumer behavior. Luxury Research Journal, 1(4), 283-302.

Labenz, F., Wiedmann, K.-P., Bettels, J., & Haase, J. (2018). Sensory stimuli in print advertisement – Analyzing the effects on selected performance indicators. Journal of International Business Research and Marketing, 3(2), 7-15.

Wiedmann, K.-P., Labenz, F., Haase, J., & Hennigs, N. (2016). Soothe your senses: A multisensory approach to customer experience management and value creation in luxury tourism. European Business Review, January-February 2016, 50-55.

König, J. C. L., Wiedmann, K.-P., Hennigs, N., & Haase, J. (2016). The legends of tomorrow: A semiotic approach towards a brand myth of luxury heritage. Journal of Global Scholars of Marketing Science, 26(2), 198-215.

Wiedmann, K.-P., & Haase, J. (2014). Energiemarktforschung: Akzeptanz als Erfolgsfaktor Erneuerbarer Energien. Planung & Analyse, Heft 2, 2014, 49.

Buckler, F., Schmidt, S., Limbach, M., & Haase, J. (2014). Tiki-Taka Analytics – Entschlüsselung von Erfolgscodes mit Big Data Enigma. Planung & Analyse, Heft 4, 2014, 35-39.

Conference Papers

Wiedmann, K.-P., Haase, J., & Bettels, J. (2018). Sensory imagery in the context of beverages: How the senses affect product design and attitude. Paper presented at the 2018 AMS World Marketing Congress, Porto, Portugal, June 27-29, 2018.

Wiedmann, K.-P., Haase, J., & Bettels, J. (2018). Challenges of exploring the perception and impact of sensory communication. Paper presented at the 2018 AMS World Marketing Congress, Porto, Portugal, June 27-29, 2018.

Wiedmann, K.-P., Bettels, J., & Haase, J. (2018). Vertical vs. horizontal packaging design: Investigating the effects of packaging form on consumers' perception of utilitarian food products. Paper presented at the 2018 AMS Annual Conference, New Orleans, USA, May 23-25, 2018.

Wiedmann, K.-P., Haase, J., Bettels, J., & Labenz, F. (2018). Advertising design in food marketing: Comparing the effectiveness of sensory, functional and symbolic ad content for product evaluation. Paper presented at the 2018 AMS Annual Conference, New Orleans, USA, May 23-25, 2018.

Wiedmann, K.-P., Bettels, J., & Haase, J. (2018). Vertical vs. horizontal packaging design: Investigating the effects of packaging form on consumers' perception of utilitarian food products. Paper presented at the 2018 AMS Annual Conference, New Orleans, USA, May 23-25, 2018.

Wiedmann, K.-P., Haase, J., Bettels, J., & Labenz, F. (2018). Advertising design in food marketing: Comparing the effectiveness of sensory, functional and symbolic ad content for product evaluation. Paper presented at the 2018 AMS Annual Conference, New Orleans, USA, May 23-25, 2018.

Wiedmann, K.-P., Haase, J., & Bettels, J. (2017). Sensory marketing in a business-to-business context: Investigating the effects on product design, attitude, and customer behavior. Paper presented at the 2017 Summer AMA Conference, San Francisco, USA, August 4-6, 2017.

Wiedmann, K.-P., Labenz, F., Haase, J., & Bettels, J. (2017). The role of multisensory marketing and customer experience in the luxury hotel industry. Paper presented at the 2017 Summer AMA Conference, San Francisco, USA, August 4-6, 2017.

Wiedmann, K.-P., Haase, J., Labenz, F., & Bettels, J. (2017). Utilizing the explicit and implicit sensory perception in gastronomy: Investigating the effects on selected brand-related performance indicators. Paper presented at the 2017 Global Brand Conference, Kalmar, Sweden, April 26-28, 2017.

Wiedmann, K.-P., Labenz, F., Haase, J., & Bettels, J. (2017). The potential of sensory stimuli in print advertisement: Analyzing the effects on product design, brand experience, brand perception and consumer behavior. Paper presented at the 2017 Global Brand Conference, Kalmar, Sweden, April 26-28, 2017.

Wiedmann, K.-P., Haase, J., Labenz, F., & Hennigs, N. (2016). Multisensory marketing in the luxury industry: Effects on brand experience and customer perceived value. Paper presented at the 2016 Monaco Symposium on Luxury, Monaco, April 7-8, 2016.

König, J. C. L., Wiedmann, K.-P., Haase, J., Labenz, F., & Hennigs, N. (2016). Designing the molecule of brand – Semiotic analysis towards unique luxury brand heritage. Paper presented at the 2016 International Marketing Trends Congress, Venice, Italy, January 21-23, 2016.

Haase, J., Hennigs, N., König, J. C. L., & Wiedmann, K.-P. (2015). Once upon a time there was a fashion brand – Driving value perception and consumer behavior via storytelling. Paper presented at the 2015 Global Fashion Management Conference, Florence, Italy, June 25-28, 2015.

König, J. C. L., Haase, J., Hennigs, N., & Wiedmann, K.-P. (2015). The myth of a traditional luxury brand – A semiotic approach towards No. 11 SAVILE ROW. Paper presented at the 2015 Global Fashion Management Conference, Florence, Italy, June 25-28, 2015.

Langner, S., Schmidt, S., 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 Educators' Conference, San Francisco, USA, August 1-3, 2014.

Wiedmann, K.-P., Langner, S., Fritz, S., Schmidt, S., & 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, USA, August 1-3, 2014.

Schmidt, S., 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 the 2014 Global Marketing Conference, Singapore, Singapore, July 15-18, 2014.

Langner, S., Schmidt, S., 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, USA, May 21-23, 2014.

Book Chapters

Langner, S., Schmidt, S., Wiedmann, K.-P., Haase, J., & Fritz, S. (2016). Make brand love, not war – The power of combining explicit and implicit brand attitude measurement to detect brand affection. In M.W. Obal, N. Krey, & C. Bushardt (Eds.), Let’s get engaged! Crossing the threshold of marketing’s engagement era (pp. 327 ff.). Heidelberg, New York, Dordrecht, London: Springer.