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Communicating brands through engagement with ‘lived’ experiences
As the recent years saw the rapidly decreasing effectiveness of traditional brand communications, event-marketing has emerged as a new breed of communication strategy, which involves target audiencesExpand
"Saved!" by Jena Malone: An introspective study of a consumer's fan relationship with a film actress
While consumers have always been fascinated by the works and private lives of celebrities, some consumers experience a significantly more intensive level of admiration for a particular celebrity and,Expand
Confessions of a Movie-Fan: Introspection into the Experiential Consumption of ‘Pride & Prejudice’
By using subjective personal introspection, this paper describes the consumption of movies as a holistic experience. After reviewing the current literature, the author is discussing the consumptionExpand
Event-Marketing as Innovative Marketing Communications: Reviewing the German Experience
As a result of significant changes in their marketing environments and in consumer behaviour, marketers are confronted with the decreasing effectiveness of their classic marketing communicationsExpand
Like being a drop in a freshly-poured Guinness pint: consumer motivations to participate in the
Due to the decreasing effectiveness of class marketing communications, eventmarketing has enjoyed a growing popularity across Europe among marketers and customers alike. While event-marketingExpand
Learning from the Professionals: Film Tourists' "Authentic" Experiences on a Film Studio Tour
Purpose The purpose of this paper is to explore how consumers perceive, experience and engage with the art of filmmaking and the industrial film production process that the film studios present toExpand
Consumer Motivations to Participate in Event-Marketing Strategies
As part of the Adidas goes street-campaign, the Adidas Predator Cup was a fun-soccer tournament designed to "reconnect the youth in Germany with Adidas and the soccer sport by enjoying the pure fun,Expand
Like Being a Guinness Drop in a Freshly-Poured Pint: Consumer Motivations to Participate in the Guinness Storehouse
Due to the decreasing effectiveness of class marketing communications, event-marketing has enjoyed a growing popularity across Europe among marketers and customers alike. While event-marketingExpand
Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement
Confronted with the decreasing effectiveness of classic marketing communications, event-marketing has become an increasingly popular alternative for marketers in dealing with a changing marketingExpand
Getting Lost "Into the Wild": Understanding Consumers' Movie Enjoyment Through a Narrative Transportation Approach
As consumers enjoy watching movies for many reasons, this paper takes an existential-phenomenological perspective to discuss movie consumption as holistic private lived experiences. By usingExpand
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