Výsledky vyhledávání - "Griesser, Simone"

ACR Roundtable proposal: the luxury brand consumption experience in the digital era

Autor: Wang, Qing, Morhart, Felicitas, Griesser, Simone

Digital technology including social media challenge fundamental premises of luxury brands including exclusivity, status, authenticity, and sensory experiences. Digital luxury experiences differ from their offline counterparts and brought forward term

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When to focus on the detail and when on the big picture: psychological distance of utilitarian vs luxury products and services

Autor: Griesser, Simone, Hills, Thomas T., Wang, Qing

How customers experience a product or a service is a much debated topic. This study applies the Construal Level Theory (Trope & Liberman, 2010), a social cognitive theory, to explain how consumer perceive utilitarian vs. luxury products and services.

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Exploring owner-based brand personality on Facebook and LinkedIn with Natural-Language-Processing (NLP)

Autor: Griesser, Simone, Guang, Lu

The current study on brand personality based on natural language focuses on large companies with a corpus of English terms. Other Natural-Language-Processing (NLP) techniques and psycholinguistic word properties are not considered. This study uncover

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::562eb799fd4ac9e0420043ef1cd57fad

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Communication style mismatch on Twitter and Facebook: how luxury brands fail to communicate their desirability and exclusivity

Autor: Griesser, Simone E., Hills, Thomas, Wang, Qing

The essence of luxury is exclusivity and desirability, which is fostered by abstract language. Consumers use more abstract words when tweeting luxury brands than functional brands. Luxury brands responding fail to employ similarly abstract language s

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::caa3dea20c5ba7bae4920b59a8a88af4

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The effect of perceptual versus conceptual fluency on brand evaluation for luxury brands in a data rich online environment

Autor: Griesser, Simone, Wang, Qing, Hills, Thomas T.

no abstract available
+ ID der Publikation: hslu_89022 + Art des Beitrages: Präsentation Konferenzpapier/Tagungsbeitrag + Veranstalter: Journal of the Academy of Marketing Science + Sprache: Englisch + Letzte Aktualisierung: 2022-06-21 10:58:10

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::6deefd818f5fcc7cd545b3c268bac290

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