• Publications
  • Influence
Multi-method research on consumer–brand associations: Comparing free associations, storytelling, and collages
What consumers know and think consciously and unconsciously about a brand influences their attitudes and behaviors toward the brand and ultimately brand success. Therefore, keeping track of whatExpand
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Performing Identities: Processes of Brand and Stakeholder Identity Co-construction
This article provides in-depth insights into the dynamic, performative co-construction of stakeholder and brand identity in the context of the LEGO brand. Based on detailed considerations ofExpand
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An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation
Brand research increasingly recognizes the active role of multiple stakeholders in co-creating brand meaning and the importance of new social media supporting stakeholders in their co-creationExpand
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My Little Luxury: A Consumer-Centered Experiential View
assistance with data collection. Martina Bauer is PhD Candidate at the University of Innsbruck, Universitätsstraße 15, 6020 Innsbruck, Austria, Phone: +43 (0) 512-507 7208, Fax: +43 (0) 512-507 2842,Expand
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Multi-sensory sculpting (MSS): Eliciting embodied brand knowledge via multi-sensory metaphors
This article approaches brand knowledge retrieval from an embodied cognition perspective, assuming that brand-related cognitive representations result from conscious and non-conscious brandExpand
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Intended Brand Associations: Do They really Drive Consumer Response?
Brand managers exhibit considerable effort to define intended brand associations to anchor in consumers' minds. They follow a credo deeply rooted in branding literature: intended brand associationsExpand
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Brand management: Unveiling the delusion of control
Abstract Mainstream brand management literature views brands as products or organisations carrying brand names and brand managers as being in control of brand-related actions and outcomes. ByExpand
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Co-creating stakeholder and brand identities: Introduction to the special section
This article introduces the special section on reciprocal co-creation of stakeholder and brand identities. Branding research and practice traditionally focus on the managerial creation andExpand
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One brand perception? Or many? The heterogeneity of intra‐brand knowledge
Purpose – What customers associate with a brand is the result of what they have felt, learnt, seen and heard about the brand. This knowledge impacts the attitudinal and behavioral brand response ofExpand
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