All Outputs (3)

Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions (2017)
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 characteristics affect consumer inferences, attitudes, and behavioral intentions toward... Read More about Inferring Corporate Motives: How Deal Characteristics Shape Sponsorship Perceptions.

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.

Acceptance of Smartphone-Based Mobile Shopping: Mobile Benefits, Customer Characteristics, Perceived Risks, and the Impact of Application Context (2017)
Journal Article
Hubert, M., Blut, M., Brock, C., Backhaus, C., & Eberhardt, T. (2017). Acceptance of Smartphone-Based Mobile Shopping: Mobile Benefits, Customer Characteristics, Perceived Risks, and the Impact of Application Context. Psychology and Marketing, 34(2), 175-194. https://doi.org/10.1002/mar.20982

Despite their generally increasing use, the adoption of mobile shopping applications often differs across purchase contexts. In order to advance our understanding of smartphone‐based mobile shopping acceptance, this study integrates and extends exist... Read More about Acceptance of Smartphone-Based Mobile Shopping: Mobile Benefits, Customer Characteristics, Perceived Risks, and the Impact of Application Context.