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Theo Lieven
Title
Prof. em. Dr.
Last Name
Lieven
First name
Theo
Email
theo.lieven@unisg.ch
Phone
+41 71 224 7217
Now showing
1 - 5 of 5
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PublicationType: conference paper
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PublicationBrand Communication Based on Brand GenderA core task of marketing is the enhancement of brand equity. This is significantly influenced by brand personality. A person's most prominent characteristic is his or her gender. Pronounced masculinity or femininity is perceived as particularly attractive. This article transfers this phenomenon on to brands. First, the determinants that make a brand masculine or feminine are examined. The results of two surveys show that the consistent application of speech, design, and personal communication lead to the desired brand gender, and that the more pronounced the perception of this gender is, the great- er the brand equity.Type: conference paperVolume: 1. Auflage 2012
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PublicationSex Matters : How Employees' On-Brand Behavior Follows Brand Gender(American Marketing Association, 2011-02-18)
;Srinivasan, RajiMcAlister, LeighType: conference paperJournal: AMA Educators ProceedingsVolume: Volume 22 -
PublicationType: conference paper
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PublicationBuyer Monitoring by Tipping as an Instrument to Ensure Service QualityThe evaluation of intangible, personalized service is a challenge for employers. Marketing researchers evaluate the employees' performance by focusing on motivational control methods. This study identifies four motives underlying the tipping behavior. These motives are verified in a comprehensive survey regarding their significant effects on the tip amount. The emotional component is analyzed in addition to the rational decision process. There is empirical evidence that tipping as long as it is a rational decision represents an evaluation of human behavior, thus service quality. This finding justifies tipping as a buyer monitoring instrument to evaluate and reward intangible, personalized service.Type: conference paper