This paper is concerned with the tension between consumer persuasion and freedom of choice. We study how assertive language (as in the slogan Just do it!) affects consumer compliance in hedonic vs. utilitarian contexts. Previous literature consistently claimed that forceful language would cause...

This work develops an evaluation framework to Arts-Based Brand Research (ABBR) to make methods comparable. Further the evaluation framework is used to compare four arts-based methods. It turned out that previous studies try to capture the brand image on a verbal cognitive level, but this...

Aufgrund aktueller Entwicklungen in der Unternehmenskommunikation, wie eine zunehmen-de Informationsflut in der Werbung, eine höhere Austauschbarkeit von Produkten, ein starker Wettbewerbsdruck und die Veränderung des Konsumentenverhaltens, stehen Unternehmen vor der Herausforderung, ihre...