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Sven Henkel
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PD Dr.
Last Name
Henkel
First name
Sven
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1 - 10 of 46
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PublicationCan Friends Also Become Customers? : The Impact of Employee Referral Programs on Referral LikelihoodCustomer referral programs, which encourage existing customers to recommend a firm's services in their social network, have become a popular marketing tool. This research focuses on another social group that may also issue recommendations, namely a firm's own employees. Drawing on social identity research, the authors find that employees are more likely to promote their firm's services when their employee identity is highly salient. Moreover, this effect is moderated by relational norms, such that employees are only willing to refer their friends when they feel that this is an appropriate behavior in a friendship. Specifically, the results reveal that identity salience only affects referral likelihood when referrals are framed in terms of communal sharing rather than market pricing (study 1) and when referral rewards are assigned to the friends rather than to the employees (study 2). Finally, study 3 shows that relational framing is only effective in increasing referrals when employees feel that there is little risk that their firm's services will not perform as expected. Thus, managers interested in increasing employee referrals may not only need to link referrals to employees' organizational identity, but may also need to convince employees that referrals do not violate relational norms.Type: journal articleJournal: JSR Journal of Service ResearchVolume: 17Issue: 2
Scopus© Citations 22 -
PublicationThe Impact of Mimicry on Sales - Evidence from Field and Lab Experiments(Elsevier, 2011-06)
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PublicationWho will buy electric cars? An empirical study in GermanyThis study forecasts the market potential of electric vehicles by looking at 14 categories of vehicle. It weighs the individual priorities against social preferences and a selection process is used to analyse priorities and barriers to allow individuals considered potential electric vehicle buyers to be identified.Type: journal articleJournal: Transportation Research Part D: Transport and EnvironmentVolume: 16Issue: 3
Scopus© Citations 217 -
PublicationCan I Live Up to That Ad? Impact of Implicit Theories of Ability on Service Employees' Responses to AdvertisingService researchers have postulated that ads have an important "second" audience, namely an organization's own service employees. Specifically, ads may depict how employees deliver on the service promise, thereby communicating to other service employees what kind of behaviors they are expected to perform. This research examines when and to what extent service employees are motivated to live up to such ad models. Two experiments at a Swiss bank demonstrate that the effectiveness of an ad model is determined not only by the challenge presented by the model's behavior but also by an employee's implicit beliefs. Employees who believe that their abilities are fixed (i.e., entity-focused) are more motivated to imitate an ad model if the model's behavior is moderately challenging rather than strongly challenging. In contrast, employees who believe that their abilities are malleable (i.e., incremental-focused) are not affected by how challenging the model's behavior is. Moreover, the reactions of entity-focused employees to challenging ads may be improved by encouraging them to mentally simulate the process they need to go through to achieve a similar performance as the model.Type: journal articleJournal: Journal of Service Research (JSR)Volume: 13Issue: 2
Scopus© Citations 21 -
PublicationImproving Incongruent Sponsorships through Articulation of the Sponsorship and Audience ParticipationThe degree of congruence between the sponsor and the event has generally been regarded as one of the most critical factors of sponsorship effectiveness. However, many companies may not have logical links to sports, arts and causes and may find it difficult to find a matching property to sponsor. We posit that incongruent sponsorships are not doomed to fail and demonstrate that the negative effects of low congruence can be mitigated through articulation of the sponsorship relationship and audience participation. Results from two studies, a laboratory experiment and a field study at a sport event, provide converging results and reveal that articulation and audience participation lead to improved sponsorship evaluations, more favourable brand attitudes and an increased image transfer from the event to the sponsoring brand.Type: journal articleJournal: Journal of Marketing CommunicationsVolume: 15Issue: 1
Scopus© Citations 70 -
PublicationType: journal articleJournal: Marketing: Zeitschrift für Forschung und Praxis (ZFP)Volume: 31Issue: 1
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PublicationType: journal articleJournal: Marketing Review St. GallenVolume: 25Issue: 5
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PublicationCollecting Hidden Consumer Data Online: Research on HomosexualsCollecting highly private data from consumers with nonapparent or even hidden characteristics, such as homosexuals, is difficult for two reasons: First, the resulting data sets are rather small and nonrepresentative due to reachability and nonresponse problems. Second, data quality is often unsatisfying, for example, due to social desirability problems. To handle these problems, we recommend an online research strategy. We make our case by reporting on a Germany-wide online study on homosexuals where we applied a three-step procedure for recruiting participants. We were successful in generating a sample of considerable size (n = 6,274) and heterogeneity, and in obtaining high-quality responses. Implications for marketing researchers and advertising professionals are provided.Type: journal articleJournal: Journal of Advertising ResearchVolume: 48Issue: 2
Scopus© Citations 5 -
PublicationType: journal articleJournal: Advances in Consumer ResearchVolume: 36Issue: 2009
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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