Zobrazeno 1 - 6
of 6
pro vyhledávání: '"Carina Thürridl"'
Publikováno v:
Journal of Business Research, 107, 89-103. Elsevier
This paper investigates how positive affect experienced during consumption can increase consumers’ psychological ownership for consumed brands. Across five studies, the authors show that consumers who experience positive affect while they consume a
Publikováno v:
Journal of Marketing, 83(6), 76-92. American Marketing Association
Like Cinderella, many repurposed products involve a biographical transformation, from a tattered past identity (e.g., an old airbag) to a product with a valuable but different new identity (e.g., a backpack made from an airbag). In this article, the
Publikováno v:
Journal of Retailing and Consumer Services, 50, 289-297. Elsevier
Social media platforms can be a promising tool for retailers’ marketing campaigns. Especially for the purpose of new product introductions, social media may facilitate social interaction and online word-of-mouth and therefore, may broaden the reach
Autor:
Carina Thürridl, Bernadette Kamleitner
Publikováno v:
California Management Review. 58:88-110
In crowdfunding, rewards can make or break success. Yet reward design, choice, and planning still occur based on availability rather than strategy. To address this challenge, this article provides an empirically derived crowd-funding reward toolbox o
Publikováno v:
Journal of Interactive Marketing. 28(1):1-15
The advent of social media has challenged companies as sole creators of marketing messages. Whether intentionally branded or subconsciously promoted, users become ambassadors for products and brands by producing and disseminating user-generated conte
Publikováno v:
Academy of Management Proceedings. 2014:15432
This paper contributes to a more holistic picture of social conflict in crowdsourcing initiatives and thereby deepens the understanding of the risks and downsides. It explores the sources, formatio...