Similar Search Results

Brand crises in the digital age : the short- and long-term effects of social media firestorms on consumers and brands

Hansen, Nele; Kupfer, Ann-Kristin; Hennig-Thurau, Thorsten - In: International journal of research in marketing : IJRM ; … 35 (2018) 4, pp. 557-574

Persistent link: https://www.econbiz.de/10011956595

Conceptualizing and measuring the monetary value of brand extensions : the case of motion pictures

Hennig-Thurau, Thorsten; Houston, Mark B.; Heitjans, Torsten - In: Journal of marketing 73 (2009) 6, pp. 167-183

Persistent link: https://www.econbiz.de/10003901172

Tom Hanks inside - Filmstars als Marken! : zum Einfluss von Filmstars auf den ökonomischen Erfolg von Spielfilmen

Hennig-Thurau, Thorsten - 2006

Persistent link: https://www.econbiz.de/10003412398

Applying option thinking to value experiential marketing content

Völckner, Franziska; Spann, Martin; Sattler, Henrik; … - In: The journal of media economics 35 (2023) 1/2, pp. 1-27

Persistent link: https://www.econbiz.de/10014340498

An Ingredient Branding Approach to Determine the Financial Value of Stars : The Case of Motion Pictures

Hennig-Thurau, Thorsten - 2013

Stars earn massive salaries for participating in movies and other media products. However, the successes of some movies that do not feature major stars have led practitioners and researchers to question the reasonableness of such investments. This research determines star value by interpreting...

Persistent link: https://www.econbiz.de/10013093850

Innovation sequences over iterated offerings : a relative innovation, comfort, and stimulation framework of consumer responses

Heath, Timothy B.; Chatterjee, Subimal; Basuroy, Suman; … - In: Journal of marketing 79 (2015) 6, pp. 71-93

Persistent link: https://www.econbiz.de/10011410751

What happens in marketing, stays digital : rethinking marketing in the era of unlimited data : Winter Marketing Academic Conference 2016 : Las Vegas, Nevada, USA, 26-28 February 20...

Hennig-Thurau, Thorsten (ed.); Hofacker, Charles F. (ed.) - Winter Marketing Academic Conference <2016, Las Vegas, Nev.>; … - 2016

Persistent link: https://www.econbiz.de/10011528126

When James Bond shows off his Omega : does product placement affect its media host?

Marchand, André; Hennig-Thurau, Thorsten; Best, Sabine - In: European journal of marketing : EJM 49 (2015) 9/10, pp. 1666-1685

Persistent link: https://www.econbiz.de/10011409536

Does Twitter matter? : the impact of microblogging word of mouth on consumers' adoption of new movies

Hennig-Thurau, Thorsten; Wiertz, Caroline; Feldhaus, Fabian - In: Journal of the Academy of Marketing Science 43 (2015) 3, pp. 375-394

Persistent link: https://www.econbiz.de/10011287121

The impact of service scripts on customer citizenship behavior and the moderating role of employee customer orientation

Nguyen, Helena; Groth, Markus; Walsh, Gianfranco; … - In: Psychology & marketing 31 (2014) 12, pp. 1096-1109

Persistent link: https://www.econbiz.de/10010465120