Ausgewählte Publikationen
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The Role of the Partner Brand’s Social Media Power in Brand Alliances Kupfer, Ann-Kristin, Nora Pähler vor der Holte, Raoul V. Kübler, and Thorsten Hennig-Thurau Journal of Marketing (2018)
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Brand Crises in the Digital Age: The Short- and Long-Term Effects of Social Media Firestorms on Consumers and Brands Hansen, Nele, Ann-Kristin Kupfer, and Thorsten Hennig-Thurau International Journal of Research in Marketing (2018) |
When Does It Make Sense To Do It Again? An Empirical Investigation of Contingency Factors of Movie Remakes Bohnenkamp, Björn, Ann-Kristin Knapp, Thorsten Hennig-Thurau, and Ricarda Schauerte Journal of Cultural Economics (2015)
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The Importance of Reciprocal Spillover Effects for the Valuation of Bestseller Brands: Introducing and Testing a Contingency Model Knapp, Ann-Kristin, Thorsten Hennig-Thurau, and Juliane Mathys Journal of the Academy of Marketing Science (2014) |
Projekte
Current ProjectsManaging Spillover Effects in Brand Portfolios. Managers increasingly seek to capitalize on their brands by combining various brands into multi-brand alliances, resulting sometimes even in complex brand universes. This research takes a novel approach to analyze the emerging networks of brands and to determine the contingency factors of the respective spillover effects. For further information, please contact: Ann-Kristin Kupfer
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