All Outputs (2)

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 role of fan benefits in shaping responses to sponsorship activation (2018)
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-oriented activation campaigns affect consumer evaluations. Based on a benefit typ... Read More about The role of fan benefits in shaping responses to sponsorship activation.