Contemporary and Emerging Content Marketing Trends
Book Chapter
Kurtzke, S. (2023)
Contemporary and Emerging Content Marketing Trends. In A. Krowinska, C. Backhaus, B. Becker, & F. Bosser (Eds.), Digital Content Marketing: Creating Value in Practice. London: Routledge. https://doi.org/10.4324/9781003346500-12
As technology is evolving, so is content marketing. This final chapter considers contemporary and emerging content marketing trends. It is difficult to predict exactly how con...
Planning Horizon in International Travel Decision-Making: The Role of Individual and Cultural Determinants
Journal Article
Backhaus, C., Heussler, T., & Croce, V. (in press)
Planning Horizon in International Travel Decision-Making: The Role of Individual and Cultural Determinants. Journal of Travel Research, https://doi.org/10.1177/00472875211066112
A solid understanding of when travel decisions are made in relation to travelers’ planning horizons is crucial for travel service providers. Despite its importance, there are ...
Technological Diversification in Retail Agglomerations: Case Studies Alongside the Digital Marketing Mix
Book Chapter
Dicdarevic, A., Evanschitzky, H., & Backhaus, C. (2020)
Technological Diversification in Retail Agglomerations: Case Studies Alongside the Digital Marketing Mix. In E. Pantano (Ed.), Retail Futures: The Good, the Bad and the Ugly of the Digital Transformation (37-50). Bingley: Emerald. https://doi.org/10.1108/9781838676636
The degree to which technologies are spread across retailing, the so-called technological diversification, is mainly considered at the firm-or store level in the retailing and...
The role of emotions in shaping purchase intentions for innovations using emerging technologies: A scenario‐based investigation in the context of nanotechnology
Journal Article
Seegebarth, B., Backhaus, C., & Woisetschläger, D. M. (2019)
The role of emotions in shaping purchase intentions for innovations using emerging technologies: A scenario‐based investigation in the context of nanotechnology. Psychology and Marketing, 36(9), 844-862. https://doi.org/10.1002/mar.21228
Although emotions may not play a major role as antecedents of consumers′ innovation acceptance, this study proposes that attitude formation works differently in the context of...
Erbringung kooperativer Dienstleistungen durch Netzwerke – Erfolgspotenziale und Herausforderungen am Beispiel eines telemedizinischen Netzwerks zur integrierten Schlaganfallversorgung
Book Chapter
Evanschitzky, H., Woisetschläger, D., Backhaus, C., & Miachaelis, M. (2019)
Erbringung kooperativer Dienstleistungen durch Netzwerke – Erfolgspotenziale und Herausforderungen am Beispiel eines telemedizinischen Netzwerks zur integrierten Schlaganfallversorgung. In M. Bruhn, & K. Hadwich (Eds.), Kooperative Dienstleistungen: Spannungsfelder zwischen Service Cooperation und Service Coopetition (89-112). Wiesbaden: Springer Gabler. https://doi.org/10.1007/978-3-658-26389-8_5
Strategische Dienstleistungsnetzwerke sind nicht nur im Konsumbereich prädestiniert, Produkte und Dienstleistungen kunden- und gleichzeitig effizienzorientiert zu erstellen. A...
The Impact of Language Competencies of International Business Performance: Small and Medium Enterprise Perspective
Conference Proceeding
Tibrewal, A., de Jong, A., Parkes, G., Haji, I., & Backhaus, C. (2019)
The Impact of Language Competencies of International Business Performance: Small and Medium Enterprise Perspective. In 42nd Annual Conference of the Institute for Small Business and Entreprenuership
The purpose of this research is to draw attention to the role of language competencies in international marketing and business performance. The project aims to quantify the im...
The Promise and Perils of Sensitive Consumer Data: A Relational Exchange Perspective
Presentation / Conference
Haji, I., Dose, D., & Backhaus, C. (2018, December)
The Promise and Perils of Sensitive Consumer Data: A Relational Exchange Perspective. Paper presented at Thought Leaders’ Conference on Privacy in Marketing
To cope with growing market demands, retailers increasingly collect and utilize consumer data in order to provide personalized shopping experiences to their consumers and to i...
The role of fan benefits in shaping responses to sponsorship activation
Journal Article
Dreisbach, J., Woisetschläger, D. M., Backhaus, C., & Cornwell, T. B. (2021)
The role of fan benefits in shaping responses to sponsorship activation. Journal of Business Research, 124, 780-789. https://doi.org/10.1016/j.jbusres.2018.11.041
As sponsorship in sports, arts and entertainment has grown, so have the myriad ways to activate partnerships. This study investigates the mechanisms through which sales-orient...
Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions
Journal Article
Woisetschläger, D. M., Backhaus, C., & Cornwell, T. B. (2017)
Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions. Journal of Marketing, 81(5), 121-141. https://doi.org/10.1509/jm.16.0082
Sponsoring joins brands with sports, the arts, and events in mutually beneficial partnerships. In the context of sports, the authors examine how sponsorship deal characteristi...
The service dominant logic of understanding why consumers co create online experiences by disclosing the intimate public and private self-image
Presentation / Conference
Haji, I., & Backhaus, C. (2017, June)
The service dominant logic of understanding why consumers co create online experiences by disclosing the intimate public and private self-image. Paper presented at 26th Annual Frontiers in Service Conference, New York, US
Online value co-creation is not only about co-creating the content such as sharing status, sending invitations, sharing videos, and sharing photos, it is about the development...