Die Publikationen unseres Teams spiegeln sich in unserem institutsweiten Forschungsschwerpunkt "Strategische Führung - Innovationsfähigkeit - Markenführung" wider. Unser Forschungsprogramm gliedert sich in sieben Kompetenzfelder:


Forschungsschwerpunkte Deutsch


Hier finden Sie eine Auswahl unserer jüngsten Publikationen in Journalen (Link zur FLD).


Motivational Drivers of Content Contribution to Company-Versus Consumer-Hosted Online Communities. 

Teichmann, Karin, Nicola Stokburger-Sauer, Andreas Plank, and Andreas Strobl (2015),  Psychology and Marketing, 32(3), 341–355.

This research investigates the effect of the type of community host (consumer-hosted versus company-hosted communities) in the relationship between motivational drivers and content contribution to online communities. By presenting a typology of motivational drivers of content contribution and classifying prior research on motivational drivers accordingly, this article offers an integrated, in-depth literature review. Four motivational self- versus other-oriented and extrinsic versus intrinsic drivers were included in an empirical study of three online communities, with more than 800 community members. The results reveal that opinion leadership, self-presentation, and enjoyment positively affect content contribution; altruism negatively affects content contribution. In company-hosted online communities, the positive drivers are stronger than in consumer-hosted online communities. To encourage members’ contribution, community managers should seek to attract opinion leaders, provide room for self-presentation, and enhance members’ feelings of pleasure and comfort. A qualitative post hoc analysis also explicates the negative effect of altruism. Overall, this study provides a fruitful basis for several important theoretical and managerial implications.


Brand Personality: A Meta-Analytic Review of Antecedents and Consequences

Eisend, Martin und Nicola E. Stokburger-Sauer (2013), Marketing Letters, 24(3), 205-216.

This article presents a meta-analysis on brand personality (BP) by investigating the antecedents and consequences of the BP dimensions of sincerity, excitement, competence, sophistication, and ruggedness, as suggested by Aaker (Journal of Marketing Research 34:347–356, 1997). The authors synthesize the results from 76 independent samples in 56 studies. The meta-analysis finds several new empirical generalizations about BP. First, the key drivers of BP are communication with hedonic benefit claims, branding activities, a brand’s country-of-origin, and consumer personalities. Second, the study finds that the effects of BP are stronger for mature brands than for brands in the early life cycle stages. Third, sincerity and competence have the strongest influence on brand success variables (e.g., brand attitude, image, commitment, purchase intention), while excitement and ruggedness have the weakest influence on brand attitude and brand commitment.


Taking a deeper look at online reviews: The asymmetric effect of valence intensity on shopping behaviour

Floh, Arne, Monika Koller, and Alexander Zauner (2013), Journal of Marketing Management, 29(5-6), 646-670.

This study tests the asymmetric effect of user-generated, open-ended online reviews on online shopping behaviour (intention-to-buy, intention-to-recommend, and willingness-to-pay). Three online experiments involving manipulating the valence intensity of online reviews for hotels, books, and running shoes (overall customer sample of n = 818) provide empirical support for the proposed relationship. The valence intensity of online reviews moderates the effect of online reviews on purchase intentions. In other words, a significant change in online shopping behaviour was found for positive medium and strong reviews but not for negative ones. Based on these findings, managers should encourage customers to share their positive consumption-related experiences by offering strong arguments that will convince other customers.

Keywords: electronic word of mouth; online reviews; valence intensity; online experiment


Drivers of Customer-Brand Identification

Stokburger-Sauer, Nicola E., S. Ratneshwar and Sankar Sen (2013), International Journal of Research in Marketing, 29, 406418.

The concept of consumer–brand identification (CBI) is central to our understanding of how, when, and why brands help consumers articulate their identities. This paper proposes and tests an integrative theoretical framework of the antecedents of CBI. Six drivers of CBI, a moderator, and two consequences are posited and tested with survey data from a large sample of German household consumers. The results confirm the influence of five of the six drivers, namely, brand–self similarity, brand distinctiveness, brand social benefits, brand warmth, and memorable brand experiences. Further, we find that all five of these antecedents have stronger causal relationships with CBI when consumers have higher involvement with the brand's product category. Finally, CBI is tied to two important pro-company consequences, brand loyalty and brand advocacy. Theoretical and managerial significance of the findings are discussed.

Keywords:Consumer–brand identification, Consumer self-identity, Brand relationships, Product category involvement


Persuasibility and the self – Investigating heterogeneity among consumers.

Koller, Monika, Arne Floh, Alexander Zauner, and Thomas Rusch (2013), Australasian Marketing Journal, 21, 94–104.

This article investigates unobserved heterogeneity in the relation between self-related variables and susceptibility to interpersonal influence. We test a structural model explaining susceptibility to interpersonal influence through self-concept clarity and self-esteem. As the degree of interpersonal persuasibility can vary significantly across individuals, we apply finite mixture modeling to identify unobserved heterogeneity and, hence, different customer segments, based on a database of n=1013. We find two different groups for which the path coefficients in the structural model partly differ. These groups can be described in terms of personality-related characteristics like materialism, the need for uniqueness and persuasion knowledge, as well as by demographics. It is crucial for both retailers and e-tailers to understand which consumer segments are more prone than others to interpersonal influence. The findings of the present study contribute to the understanding of fundamental phenomena in consumption choice behavior and provide guidance for psychographic segmentation.


Entrepreneurial Reputation in Destination Networks

Strobl, Andreas und Mike Peters (2013), Annals of Tourism Research, 40(1), 59-82.

Only few scientific contributions have attempted to analyze the patterns of governance and major stakeholders in destination networks. This paper seeks to investigate the role of entrepreneurship in destinations with the major aims laying in the identification of relevant factors of destination governance and analyses of entrepreneurs’ impact on this process. Due to the great complexity of destination networks and the process characteristic of governance, a qualitative research approach was chosen. Case study research was conducted in four Austrian tourism destinations. Results unveil the importance of entrepreneurial reputation of actors, density of strong ties in the destination network and informal relationships between actors for destination governance. This paper concludes with recommendations for future research in the field of destination governance.

Keywords: entrepreneurship, destination governance, networks, social capital, reputation


Is Luxury Just a Female Thing? The Role of Gender in Luxury Brand Consumption

Stokburger-Sauer, Nicola E. and Karin Teichmann (2013), Journal of Business Research, 66(7), 889-896.

Despite the fact that the functional value of luxury brands is usually not significantly higher than those of non-luxury brands, luxury brands can achieve significant price premiums in the market over non-luxury brands. Additionally, in a majority of markets and product categories, the price for female luxury brands is significantly higher compared to their male counterparts. These differences might result from a higher perceived symbolic and social value of such luxury brands that have traditionally been more important for women than for men. Two experimental studies and one survey study in three product categories (i.e., clothing, perfumes, and wristwatches) in the Western culture show that, overall, women have a more positive attitude towards and a higher purchase intention of luxury brands versus non-luxury brands than men. Additionally, for female consumers, luxury brands provide more uniqueness, status and hedonic value than non-luxury brands. Important implications for marketing theory and practice can be derived. Marketers are, for instance, well advised to use uniqueness claims in their advertising copy and to differentiate in their product designs between male and female target groups.

Keywords: luxury brands; brand response; gender; perceived value


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