Options
Sven Henkel
Title
PD Dr.
Last Name
Henkel
First name
Sven
Now showing
1 - 7 of 7
-
PublicationThe Impact of Mimicry on Sales - Evidence from Field and Lab Experiments(Elsevier, 2011-06)
;Rossberg, NadjaHuber, FrankA buyer's observation that one or more people are consuming a product can lead that buyer to consume the product as well. The evidence supporting unconscious and unintentional (automatic) mimicry of consumption suggests that it is a pervasive and robust phenomenon. However, up until now most findings on the antecedents of mimicry have been obtained from lab studies. Using a field study, the current research shows that passengers in a train mimic the consumption behavior of other passengers. Two subsequent lab studies suggest that mimicry of consumption is all the more powerful the more people there are consuming and the more intense and consistent their consumption behavior is. However, the impact of the number of people on the willingness to engage in mimicry reaches a peak at approximately eight people and is relatively constant thereafter.Type: journal articleJournal: Journal of Economic PsychologyVolume: 32Issue: 3 -
PublicationManaging Brand Consistent Employee Behaviour: Relevance and Managerial Control of Behavioural BrandingPurpose - This study aims to show that brand success can be improved if the brand promise that is communicated through mass media campaigns is lived up to by each employee of a company. The paper terms such brand consistent employee behaviour behavioural branding and identifies managerial instruments for its implementation and management. Design/methodology/approach - The model in the paper explains the brand's contribution to company success by brand consistent employee behaviour, functional employee performance and brand congruent mass media communication. Brand consistent employee behaviour and functional employee performance in turn are modelled as determined by formal and informal management techniques as well as employee empowerment. The model is tested on a sample of 167 senior managers using partial least squares and finds empirical support. Furthermore, practical implications are provided based on additional top management focus groups. Findings - The paper finds that behavioural branding determines the brand's contribution to company success. Further, the results show that informal management and employee empowerment have a far stronger impact on the brand consistency of employee behaviour than formal management instruments. Practical implications - Managers should spend more time explaining and discussing targets of behavioural branding, and they should create an organisational environment that enables employees to find their own individual ways of articulating a brand to customers. Originality/value - The framework in the paper integrates personal and non?personal facets of interaction for a holistic explanation of brand performance. It provides a broader understanding of factors affecting the accruement of a customer's brand experience and enables researchers and practitioners to develop more consistent and promising brand management activities.Type: journal articleJournal: Journal of Product & Brand ManagementVolume: 16Issue: 5
Scopus© Citations 123 -
PublicationType: conference paper
-
PublicationThe Impact of Personal Employee Interaction on Brand Performance: Theoretical Foundation and Management Approach(The European Marketing Academy, 2006-01-05)
;Heitmann, MarkType: conference paper -
PublicationBringing the Brand to Life - The Relevance and Managerial Control of Behavioral Branding( 2006-01-05)
;Heitmann, MarkThe European Institute of Retailing and Services StudiesType: conference paper -
PublicationKommunikationsmanagement : Dienstleistungskompetenz. Strategische Differenzierung durch konsequente Kundenorientierung(Versus, 2008)
;Koenig, Thomas ;Finsterwalder, Joerg ;Koehler, Sven ;Kernstock, JoachimType: book -
PublicationDeterminanten eines erfolgreichen Behavioral Branding(Gabler, 2008)
;Heitmann, Mark ;Kernstock, JoachimEsch, Franz-RudolfType: book section