cube_s.gif Dr. Melanie Zaglia (weitere Publikationen)

  • Füller, Johann, Matzler, Kurt, Hoppe, Melanie. (2008). Brand Community Members as a Source of Innovation. Journal of Product Innovation Management, 25(6), 608-619.
  • Hoppe, Melanie (2008). Motive für die, und Auswirkungen der Partizipation in Brand Communities. Angemeldeter Vortrag im Rahmen des jährlichen Treffens der Forschungsgruppe „Konsum & Verhalten“ von 24.-27. September 2008, Klagenfurt am Wörthersee.
  • Hoppe, Melanie, Grabner-Kräuter, Sonja, Waiguny, Martin (2008). Brand Loyalty in Brand Communities: The Mediating Role of Brand Trust. Paper presented at the 37th European Marketing Academy Conference, Brighton.
  • Waiguny, Martin, Toschkov, Anita, Matzler, Kurt, Hoppe, Melanie (2008). Usability dimensions and their emotional outcome. Paper presented at the 37th European Marketing Academy Conference, Brighton.
  • Terlutter Ralf, Diehl, Sandra, Müller, Barbara, Hoppe, Melanie (2008). The Content and Nature of Food Advertising in German Children‘s TV Programming. Paper presented at the 50th American Academy of Advertising Conference, San Francisco.
  • Hoppe, Melanie, Matzler, Kurt, Terlutter, Ralf (2007). The Functional Chain of Brand Communities and their Impact on Brand Loyalty and Brand Recommendation. Paper presented at the 36th European Marketing Academy Conference, Reykjavik.
  • Hoppe, Melanie, Matzler, Kurt, Terlutter, Ralf (2007). The Brand Community Approach: An Integrated Model of Brand Communities and their Impact on Brand Loyalty and Brand Recommendation. Paper presented at 6th International Conference on Research in Advertising, Lisbon.
  • Mussnig, Werner, Hoppe, Melanie, (2007). Die Positionierung als Teil der Grundstrategie. in: Mussnig, Werner (Hrsg.): Strategien entwickeln und umsetzen, Wien: Linde, 211-256.
  • Mussnig, Werner, Hoppe, Melanie, Rausch, Alexandra (2007). Die Strategische Analyse als Basis der Grundstrategie. in: Mussnig, Werner (Hrsg.): Strategien entwickeln und umsetzen, Wien: Linde, 147-188.