Sven Henkel
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Henkel
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Sven

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One size doesn't fit all: How construal fit determines the effectiveness of organizational brand communication

2019 , Herhausen, Dennis , Henkel, Sven , Kipfelsberger, Petra

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The Impact of Mimicry on Sales - Evidence from Field and Lab Experiments

2011-06 , Herrmann, Andreas , Landwehr, Jan R. , Henkel, Sven , Rossberg, Nadja , Huber, Frank

A 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.

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Improving Incongruent Sponsorships through Articulation of the Sponsorship and Audience Participation

2009-02-01 , Coppetti, Caspar , Wentzel, Daniel , Tomczak, Torsten , Henkel, Sven

The 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.

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Collecting Hidden Consumer Data Online: Research on Homosexuals

2008-06-01 , Morhart, Felicitas , Henkel, Sven , Herzog, Walter

Collecting 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.

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Smart Inspiration at the Point of Sale: Connecting In-Store Ad-Impressions with Purchase Data

2018-12-07 , Herhausen, Dennis , Henkel, Sven

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Who will buy electric cars? An empirical study in Germany

2011-05 , Lieven, Theo , Mühlmeier, Silke , Henkel, Sven , Waller, Johann F.

This 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.

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Publication

Die Rolle der Werbung in der internen Markenführung

2009-02-26 , Henkel, Sven , Wentzel, Daniel , Tomczak, Torsten

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Can Friends Also Become Customers? : The Impact of Employee Referral Programs on Referral Likelihood

2014-05 , Wentzel, Daniel , Tomczak, Torsten , Henkel, Sven

Customer 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.

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Can I Live Up to That Ad? Impact of Implicit Theories of Ability on Service Employees' Responses to Advertising

2010-04 , Wentzel, Daniel , Henkel, Sven , Tomczak, Torsten

Service 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.

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Weg vom negativen Branchenimage : Mit Subtyping zur Arbeitgebermarke

2008-05 , Erz, Antonia , Henkel, Sven , Tomczak, Torsten

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