Research topics
In recent years and currently, research has been conducted one the one hand in the area of consumer behaviour and marketing communication.
Specific research topics include:
- The impact of media context on advertising effectiveness
- Consumer behaviour with respect to fair trade products
- Optimal advertising strategies for different types of brand strategies and new product introductions
- The persuasive power of fear appeals in social profit campaigns
- Advertising on interactive digital television
- The impact of different persuasive strategies in health communication
- Customer loyalty modelling
On the other hand research has focussed on product/service innovation and distribution management. Specific research topics include:
- Services innovation, in particular the role of communication and organizational/marketing interfaces during the project-life cycle
- Organizational antecedents and impact of knowledge building/learning during service innovation within emerging digital markets
- Customer co-created knowledge : the impact & nature during the innovation process of high-tech services
- Online consumer behaviour, store environments & retailing : the impact of the store environment on affective, cognitive and conative consumer reactions
- Conceptual integration & development of a more generic classification of distribution service outputs.