Vorträge

Vorträge

  • 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 evaluationpaper 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 productspaper presented at the 2018 AMS Annual Conference, New Orleans, USA, May 23-25, 2018.
  • Wiedmann, K.-P., Haase, J., & Bettels, J. (2018): Challenges of exploring the perception and impact of sensory communicationpaper presented at the AMS World Marketing Congress, Porto, Portugal, June 27-30, 2018
  • Wiedmann, K.-P., Haase, J., Bettels, J. (2018): Sensory imagery in the context of beverage advertising: How the senses affect product design and attitudepaper presented at the AMS World Marketing Congress, Porto, Portugal, June 27-30, 2018.
  • Wiedmann, K.-P., Labenz, F., Bettels, J., & Haase, J. (2017): The potential of sensory stimuli in print advertisement: Analyzing the effects on product design, brand experience, brand perception and consumer behaviorpaper presented at the 12th Global Brand Conference, Kalmar, Sweden, April 26-28, 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 indicatorspaper presented at the 12th Global Brand Conference, Kalmar, Sweden, April 26-28, 2017.
  • Wiedmann, K.-P., Labenz, F., Haase, J., & Bettels, J. (2017): The role of multisensory marketing and brand experience in the luxury hotel industry: Exploring the effects on customer perceived value and brand strengthpaper presented at the Summer AMA Conference, San Francisco, USA, August 4-6, 2017.
  • Wiedmann, K.-P., Haase, J., & Bettels, J. (2017): Sensory marketing in a business-to-business context: Investigating the effects on product design, attitude and consumer behaviorpaper presented at the Summer AMA Conference, San Francisco, USA, August 4-6, 2017.
  • 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 heritagepaper presented at the 15th International Marketing Trends Congress, Venice, Italy, January 21-23, 2016.
  • Wiedmann, K.-P., Haase, J., Labenz, F., & Hennigs, N. (2016): Multisensory marketing in the luxury industry – Effects on brand experience and customer perceived valuepaper presented at the INSEEC Monaco Symposium on Luxury, Monaco, Monaco, April 7-8, 2016.
  • 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 ROWpaper presented at the Global Fashion Management Conference, Florence, Italy, June 25-28, 2015.
  • 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 storytellingpaper presented at the Global Fashion Management Conference, Florence, Italy, June 25-28, 2015.
  • 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 measurementpaper presented at the AMS Annual Conference, Indianapolis, USA, May 21-23, 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 eco-labelspaper presented at the Global Marketing Conference “Bridging Asia and the World: Globalization of Marketing and Management Theory and Practice”, Singapore, July 15-18, 2014.