Publikationen

Articles in Refereed Journals (International)

M. Schwaiger; A. Witmaier; T. Morath; G. Hufnagel (2021):
Drivers of Corporate Reputation and Its Differential Impact on Customer Loyalty
erschienen in: Marketing ZFP, Vol 43(4), pp. 3–34.
H. M. Kong; A. Witmaier; E. Ko (2020):
Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands
erschienen in: Journal of Business Research, Vol. 131, pp. 640–651. https://doi.org/10.1016/j.jbusres.2020.08.021.

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M. Schwaiger; A. Witmaier; T. Morath; G. Hufnagel (2020):
Drivers of Corporate Reputation and Its Differential Impact on Customer Loyalty
erschienen in: Proceedings of the 2020 Winter AMA Conference, San Diego, USA
A. Witmaier (2018):
Brand Equity: A Longitudinal Analysis of Mindset Metrics with Panel Data
erschienen in: Proceedings of the 2018 Global Marketing Conference, Tokyo, Japan
A. Witmaier (2018):
Corporate Branding and Spillover Effects: The Role of Product Brands in Brand Equity Leverage and Dilution
erschienen in: Proceedings of the 2018 Global Marketing Conference, Tokyo, Japan
A. Witmaier (2018):
Corporate Branding and Spillover Effects: The Role of Product Brands in Brand Equity Leverage and Dilution
erschienen in: Proceedings of the 2018 AIM Conference, Bengaluru, Indien Best Paper Award
H. M. Kong; A. Witmaier; E. Ko (2018):
How Social Media Communication Affects Mass vs. Luxury Fashion Brands' Sustainable Marketing: A Cross Cultural Study between Korea and Germany
erschienen in: Proceedings of the 2018 Global Marketing Conference, Tokyo, Japan
J. E. Lee; A. Witmaier (2018):
Parasocial Relationships with Shopping Hosts: How Teleshopping Apps Affect Purchase Intention
erschienen in: Proceedings of the 2018 Global Marketing Conference, Tokyo, Japan
A. Witmaier (2017):
Corporate Branding and Spillover Effects: The Role of Product Brands in Brand Equity Leverage and Dilution
erschienen in: Proceedings of the 2017 Summer AMA Conference, San Francisco, USA