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)

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)

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)

Current Projects

Managing 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