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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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Artikel in Fachzeitschriften

Wiedmann, K.-P., Labenz, F., Haase, J., & Hennigs, N. (2017). The power of experiential marketing: Exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 1-18.

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

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.

Konferenz- / Kongressbeiträge

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 accepted for the 2018 AMS Annual Conference, New Orleans, USA, Mai 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 accepted for the 2018 AMS Annual Conference, New Orleans, USA, Mai 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 accepted for 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, CA, 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, CA, 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, IN, May 21-23, 2014.

Buchbeiträge und Monographien

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.