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All Outputs (6)

Navigating Authenticity: A Study on Brand Activism’s Influence on Consumer Responses and Role of Emotional Brand Attachment and Brand Passion (2023)
Presentation / Conference Contribution
Tjandra, N., Cheung, M., Backhaus, C., & Lee, Z. (2024, April). Navigating Authenticity: A Study on Brand Activism’s Influence on Consumer Responses and Role of Emotional Brand Attachment and Brand Passion. Presented at 17th Global Brand Conference, Edinburgh

This study is based on Vredenburg et al. (2020)’s typology of brand activism to propose that authentic brand activism can be directly and indirectly explain for consumer’s responses through emotional brand attachment and brand passion. Moreover, empa... Read More about Navigating Authenticity: A Study on Brand Activism’s Influence on Consumer Responses and Role of Emotional Brand Attachment and Brand Passion.

Can a brand be conscientious? A study of consumer perceptions (2023)
Presentation / Conference Contribution
Tjandra, N., Feri, A., Ind, N., Seegebarth, B., Backhaus, C., Iglesias, O., & Woisetschläger, D. (2024, April). Can a brand be conscientious? A study of consumer perceptions. Presented at 17th Global Brand Conference, Edinburgh

The Impact of Language Competencies of International Business Performance: Small and Medium Enterprise Perspective (2019)
Presentation / Conference Contribution
Tibrewal, A., de Jong, A., Parkes, G., Haji, I., & Backhaus, C. (2019, November). The Impact of Language Competencies of International Business Performance: Small and Medium Enterprise Perspective. Presented at 42nd Annual Conference of the Institute for Small Business and Entreprenuership, Newcastle, UK

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 impact of linguistic competency on international marketing and business manag... Read More about The Impact of Language Competencies of International Business Performance: Small and Medium Enterprise Perspective.

The Promise and Perils of Sensitive Consumer Data: A Relational Exchange Perspective (2018)
Presentation / Conference Contribution
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 increase marketing returns (e.g., Schumann et al., 2014). Personalizing reta... Read More about The Promise and Perils of Sensitive Consumer Data: A Relational Exchange Perspective.

The service dominant logic of understanding why consumers co create online experiences by disclosing the intimate public and private self-image (2017)
Presentation / Conference Contribution
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 of exchanging experiences to build and maintain online service dominant in... Read More about The service dominant logic of understanding why consumers co create online experiences by disclosing the intimate public and private self-image.