How less congruent new products drive brand engagement : the role of curiosity

von Gerrath, Maximilian H. E. E.
Veröffentlicht in Journal of business research (2021)

The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews

von Gerrath, Maximilian H. E. E.
Veröffentlicht in International journal of research in marketing (2021)

Examining how companies' support of tourist attractions affects visiting intentions : the mediating role of perceived authenticity

von Biraglia, Alessandro
Veröffentlicht in Journal of travel research (2018)

International brand strategy and mode of entry in the services sector : lessons from the financial crisis

von Gerrath, Maximilian H. E. E.
Veröffentlicht in Journal of strategic marketing (2013)

Service failures in times of crisis : an analysis of eWOM emotionality

von Gerrath, Maximilian H. E. E.
Veröffentlicht in Journal of business research (2023)

How need for closure and deal proneness shape consumers' freemium versus premium price choices

von Biraglia, Alessandro
Veröffentlicht in Journal of business research (2022)

Avoiding the brand for me, us, or them? : consumer reactions to negative brand events

von Gerrath, Maximilian H. E. E.
Veröffentlicht in Journal of business research (2023)