Conference papers (MARKETING/AØ)
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Schmidt, Marcus (, 2012)[More information][Less information]
Abstract: A rather new business trend concerns social responsible or ethical marketing. Instead of just selling products and brands it makes professional sense to “bundle” or associate the purchase of a product with some altruist activity. While the market share of ethical subcategories in most countries is still confined to a few percentages of the total market at best, it appears that the segment will grow during the next decade. The increased interest for sustainability is found within many western societies both within the business community, academic circles, the political system and among plain consumers. Up to now relatively few empirical studies have focused on the topic. The present study is based on a large scale panel study and uses the German coffee market for profiling the consumer of faire trade coffee and analyzes how this consumer differs from the mainstream consumer. Also, we explore why some consumers intend to buy fair trade coffee but do not purchase the product (and vice versa). Several interesting findings are revealed. Implications for promotion of fair trade coffee are discussed and suggestions for further research are addressed. URI: http://hdl.handle.net/10398/8651 Files in this item: 1
Schmidt_2012_Consumer_Intentions.pdf (612.2Kb) -
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Abstract: Cities increasingly brand themselves as an attractive place for tourists, investors, business and workforce. Yet, most place branding efforts do not take the diversity of their stakeholders and the variety of place perceptions into account. Our study, however, reveals significant discrepancies between internal and external stakeholders’ mental representations of a place brand, using the city of Hamburg as an example. We therefore argue that place brand management needs to align its brand communication with stakeholders’ interests, using an integrated approach to developing city-specific strategies for building target group-specific place brand architecture. URI: http://hdl.handle.net/10398/8564 Files in this item: 1
Beckmann _Zenker_EMAC_2012.pdf (600.9Kb) -
Do homogeneous brand associations benefit the brand?Koll, Oliver; von Wallpach, Sylvia; Platzgummer, Sophia (Frederiksberg, 2012)[More information][Less information]
Abstract: Brand associations have been linked to brand response in numerous ways. Much research has focused on the number, valence and uniqueness of brand associations. This paper focuses on another association facet which managerially-oriented brand literature frequently highlights as a sign of brand strength: Brand consensus, that is, the degree to which people elicit the same associations when confronted with a brand. We introduce two meaningful operationalizations of consensus (group- and individual-level) and discuss and test the link between consensus and brand response. Our results, which are based on a large-scale study for an international luxury brand, show that for individual consumers high levels of brand consensus tend to foster positive brand response whereas for a group as a whole too much brand consensus tends to be detrimental. URI: http://hdl.handle.net/10398/8682 Files in this item: 1
Wallpach_2012_1.pdf (57.73Kb) -
Kreuzer, Maria; von Wallpach, Sylvia (Frederiksberg, 2012)[More information][Less information]
Abstract: This article contributes to the study of embodied brand knowledge retrieval. Embodied brand knowledge results from multi-sensory consumer brand experiences. Consumers store embodied brand knowledge on a non-conscious, modality-specific level and use metaphors for its expression. Retrieving embodied brand knowledge requires methods that (a) stimulate senses involved in brand experiences and (b) encourage metaphorical expression. This study empirically compares the value of a uni-sensory, visual method (Autodriving) versus a multi-sensory method (Multi-sensory sculpting) for embodied brand knowledge retrieval. The results support the theoretical assumption that Multisensory sculpting elicits more and more diverse embodied brand knowledge elements than Autodriving. URI: http://hdl.handle.net/10398/8684 Files in this item: 1
Wallpach_2012_3.pdf (171.3Kb) -
How Luxury Experiences Contribute to Consumer SelvesBauer, Martina; von Wallpach, Sylvia; Hemetsberger, Andrea (Frederiksberg, 2012)[More information][Less information]
Abstract: Hitherto literature in the area of luxury and luxury brands predominantly applies a management-oriented view of luxury. This project departs from traditional views on luxury by focusing on consumers’ experiences with what they perceive as luxury. More specifically, the objective is to enhance understanding regarding how luxury experiences contribute to consumers’ selves. The empirical study is exploratory in nature and relies on consumer diaries regarding consumer luxury experiences. This project contributes to existing literature by outlining four different forms of how luxury relates to consumers’ selves. URI: http://hdl.handle.net/10398/8683 Files in this item: 1
Wallpach_2012_2.pdf (101.3Kb)
