Branding: Wissenschaftliche Publikationen

2010

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Lucas, Christian, David M. Woisetschläger und Alexander Eiting (2010):
The Effects of Sponsorship on Brand Image: A Cross-National Analysis
Proceedings of the 2010 AMA Winter Marketing Educators’ Conference, New Orleans, LA, USA.

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Woisetschläger, David M., Christof Backhaus und Manuel Michaelis (2010):
Sponsorship Deal Characteristics, Fan Perceptions, and Sponsorship Fit: An Empirical Examination
Proceedings of the 2010 AMA Winter Marketing Educators’ Conference, New Orleans, LA, USA.

Woisetschläger, David M., Christof Backhaus, Heiner Evanschitzky und Manuel Michaelis (2010):
Determinants of Sponsorship Fit: A Multilevel Analysis
Advances in Consumer Research, Vol. 37, in press.

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Woisetschläger, David M., Alexander Eiting, Vanessa Haselhoff und Manuel Michaelis (2010):
Determinants and Consequences of Sponsorship Fit: A Study of Fan Perceptions
Journal of Sponsorship, Vol. 3, No. 2, in press.

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Woisetschläger, David M. und Manuel Michaelis (2010):
Sponsorship Congruence and Brand Image: A Pre-Post Event Analysis
European Journal of Marketing, in press.





2009

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Evanschitzky, Heiner und David M. Woisetschläger (2009):
The Impact of Marketing Mix Efforts on Brand Equity: A Multilevel Analysis
Proceedings of the 2009 AMA Winter Marketing Educators' Conference, Tampa, FL, USA.

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Hartleb, Vivian, Heiner Evanschitzky, David M. Woisetschläger und B. Ramaseshan (2009):
Brand Communities and the Role of Local Dealers
Proceedings of the 2009 ANZMAC Conference, Melbourne, Australia.

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Michaelis, Manuel, Hai Van Duong Dinh, Tobias Heußler, Mareike Meyer und Dieter Ahlert (2009):
Do Ethnic Marketing Efforts Pay Off?: Interaction Effects of Accomodated Brand and Price on Product Evaluation and Purchase Intention
Advances in Consumer Research, Vol. 36, S. 552-553.

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Punjaisri, Khanyapuss, Alan Wilson und Heiner Evanschitzky (2009):
Internal Branding to Influence Employees’ Brand Promise Delivery: A Case Study in Thailand
Journal of Service Management, Vol. 20, No. 5, S. 561-579.

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Punjaisri, Khanyapuss, Alan Wilson und Heiner Evanschitzky (2009):
Internal Branding: An Enabler of Employees’ Brand-Supporting Behaviours
Journal of Service Management, Vol. 20, No. 2, S. 209-226.

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Woisetschläger, David M. und Vanessa J. Haselhoff (2009):
The Name Remains the Same for Fans: Why Fans Oppose Naming Right Sponsorships
Advances in Consumer Research, Vol. 36, S. 775-576.





2008

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Backhaus, Christof, Christian Brock, Tobias Heußler, Manuel Michaelis und Dieter Ahlert (2008):
Standardization vs. Adaptation: The Challenge of Global Services Branding
AMA Servsig International Research Conference, Liverpool, UK.

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Berentzen, Johannes, Christof Backhaus, Manuel Michaelis, Markuks Blut und Dieter Ahlert (2008):
Does "Made in..." also Apply to Services? An Empirical Assessment of the Country-of-Origin Effect in Service Settings Journal of Relationship Marketing, Vol. 7, No. 4, S. 391-405.

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Evanschitzky, Heiner, Florian v. Wangenheim, David M. Woisetschläger und Markus Blut (2008):
Consumer Ethnocentrism in the German Market
International Marketing Review, Vol. 25, No. 1, S. 7-32.

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Reisinger, Heribert, Reinhard Grohs und David M. Woisetschläger (2008):
Adverse Sponsorship Effects: Observations and Remedies
Proceedings of the 2008 ANZMAC Conference, Sydney, Australia.

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Michaelis, Manuel, David M. Woisetschläger, Christof Backhaus und Dieter Ahlert (2008):
The Effects of Country of Origin and Corporate Reputation on Initial Trust: An Experimental Evaluation of the Perception of Polish Consumers
International Marketing Review, Vol. 25, No. 4, S. 404-422.

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Michaelis, Manuel, David M. Woisetschläger und Vivian Hartleb (2008):
An Empirical Comparison of Ambushing and Sponsorship Effects: The Case of FIFA World Cup 2006 in Germany
Advances in Consumer Research, Vol. 35, S. 527-533.

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Punjaisri, Khanyapuss, Alan Wilson und Heiner Evanschitzky (2008):
Exploring the Influences of Internal Branding on Employees' Brand Promise Delivery
Journal of Relationship Marketing, Vol. 7, No. 4, S. 407-424.

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Woisetschläger, David M., Vivian Hartleb und Markus Blut (2008):
How to Make Brand Communities Work: Antecendents and Consequences of Consumer's Participation
Journal of Relationship Marketing, Vol. 7, No. 3, S. 237-256.

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Woisetschläger, David M. und Vivian Hartleb (2008):
Can Companies Profit from Building a Virtual Brand Community?
Proceedings of the 2008 AMA Winter Marketing Educators' Conference, Austin, TX, USA.

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Woisetschläger, David M. und Vivian Hartleb (2008):
Brand Community Sponsorship: Loyalty Drivers and Consequences
Proceedings of the 2008 Global Marketing Conference, Shanghai, China.

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Woisetschläger, David M., Vanessa Hessenkamp und Christof Backhaus (2008):
Reactance to Naming Right Sponsorships: Determinants and Consequences
Proceedings of the 2008 Global Marketing Conference, Shanghai, China.

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Woisetschläger, David M., Vanessa Hessenkamp und Christof Backhaus (2008):
Negative Effects in Sponsorships: An Empirical Investigation
Proceedings of the 2008 Academy of Marketing Science Conference, Vancouver, Canada.

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Woisetschläger, David M., Manuel Michaelis und Christof Backhaus (2008):
The “Dark Side” of Brand Alliances: How the Exit of Alliance Members Affects Consumer Perceptions
Advances in Consumer Research, Vol. 35, S. 483-490.





2007

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Woisetschläger, David M. (2007):
Team-Sponsorship in the Formula One: Does it affect Brand Perception? An Empirical Assessment in the German Car Market
Advances in Consumer Research, Vol. 34, S. 616-623.

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Woisetschläger, David M. und Heiner Evanschitzky (2007):
Sponsorship Effects on Brand Perception: A Longitudinal Analysis
Proceedings of the 36th EMAC Conference, Reykjavík, Iceland.

2006

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Woisetschläger, David M., Manuel Michaelis und Dieter Ahlert (2006):
Are Formula One Sponsors on the Wrong Track? An Empirical Assessment
Proceedings of the 35th EMAC Conference, Athens, Greece.

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Woisetschläger, David M. (2006): Markenwirkung von Sponsoring: Eine Zeitreihenanalyse am Beispiel des Formel 1-Engagements eines Automobilherstellers
Wiesbaden.