
Fachbereich Marketing
The Reciprocal Connection Between Identity and Consumption: A Literature Review
Benjamin Sassonko, Universität Augsburg (Bachelorarbeit)
Junior Management Science 5(2), 2020, 246-261
Consumer identity has been an integral part of marketing and psychology research for decades, resulting in an extensive stream of literature. The main purpose of this paper is twofold: First, to accentuate the reciprocity between identity and consumption, a relationship that has been insufficiently addressed in marketing literature. Second, the core papers in this field are reviewed to propose an overarching framework for grouping past and future research. The paper identifies three fundamental concepts that are at the core of the framework: (1) Identity Construction: the process of mentally forming one’s identities that constitute the self-concept; (2) Self-Expression Through Consumption: conscious and strategic consumption decisions for identity-expression; and (3) Identity-Effects on Judgments: static effects of chronically salient identities and dynamic effects of primed identities on decisions. This framework will help identify potential avenues for future research.
Keywords: Identity consumption reciprocity; Consumer behavior; Consumer identity; Consumer identity literature review.
Aspekte der Glaubwürdigkeitsbeurteilung – Eine empirische Untersuchung zum Einfluss von Attraktivität, Expertise und Prominenz
Kimberly Klebolte, Hochschule Osnabrück (Bachelorarbeit)
Junior Management Science 4(4), 2019, 524-552
Keywords: Wirtschaftspsychologie; Glaubwürdigkeit; Wahrnehmungsfehler; Werbepsychologie.
Das Management von Produktrückrufen: Einflussfaktoren auf die Rückholung von Verbraucherprodukten
Annalena Düker, Freie Universität Berlin (Bachelorarbeit)
Junior Management Science 4(3), 2019, 460-477
Keywords: Produktrückruf; Rückrufmanagement; Krisenmanagement; Konsumentenverhalten; Produktkrise.
The Impact of the Organic Label Halo Effect on Consumers’ Quality Perceptions, Value-in-Use and Well-Being
Philipp Küst, Freie Universität Berlin (Masterarbeit)
Junior Management Science 4(2), 2019, 241-264
Food well-being is an innovative field of research analysing the complex consequences of food intake on body and mind. In
face of mounting civilization diseases and environmental challenges promoting healthy and sustainable diets is crucial. For
consumers it is difficult however, to assess the healthiness and environmental friendliness of a product. Food labels, like the
organic one, are therefore used as extrinsic cues to help customers distinguish between alternatives.
This paper analyses how the organic label biases consumers’ quality perception, a phenomenon that has been referred to as
the organic label halo effect. It further intends to uncover the links between several quality dimensions and their consequences
as reflected in value-in-use. Finally it aims to detect if those consequences ultimately lead to enhanced post-prandial wellbeing.
A quantitative study in an experimental canteen setting was conducted to answers those questions. Structural equation
modelling (SEM) was applied to test the hypotheses. The results indicate a positive impact of the organic label halo effect on
consumers’ quality perceptions in terms of health & safety, environmental friendliness & animal welfare as well as prestige.
Those in turn were shown to positively influence on several value-in-use dimensions, including social, altruistic, functional
and hedonic value. Finally, the latter two were significantly related to well-being.
Hence, this research shows that providing organic food in a canteen ultimately enhances consumer well-being through
inferential beliefs on quality and value evoked by the label. The findings help to better understand the links between food
consumption and subjective well-being and are therefore of interest for policy makers and researchers around the world.
Keywords: food well-being; organic label halo effect; value-in-use; perceived quality; extrinsic cues.
International Strategic Emphasis, Marketing Capabilities und Shareholder Value: Die finanziellen Implikationen des Trade-offs zwischen internationaler Wertgenerierung und internationaler Wertschöpfung
Nico Severitt, Georg-August-Universität Göttingen (Masterarbeit)
Junior Management Science 3(4), 2018, 81-113
Keywords: Internationalisierung, Marketing, Shareholder Value,
Strategischer Trade-Off, Regressionsanalyse
Konzeptualisierung und Operationalisierung von Patientenzufriedenheit mit Hausärztinnen und Hausärzten
Bernhard Guetz, Alpen-Adria-Universität Klagenfurt (Masterarbeit)
Junior Management Science 3(3), 2018, 106-145
Keywords: Patientenzufriedenheit, Kundenzufriedenheit, Zufriedenheitsmessung,
Arzt-Patienten-Beziehung
Die Verwendung von Emojis in der Konsumentenkommunikation – Eine stimmungsanalytische Betrachtung von Kurznachrichten im Social Web
Randi Baum und Tatjana Egelhof, Universität Duisburg-Essen (Masterarbeit)
Junior Management Science 2(2), 2017, 1-42
The research gap and the scientific approach were predetermined by the Chair of Marketing at Mercator School of Management, University of Duisburg-Essen.
Keywords: Sentiment analysis, Emoji, Twitter, brand, Stimmungsanalyse
Die Einstellung kulturinteressierter Personen gegenüber Sponsoren kultureller Events – Eine qualitative Studie
Maximilian Krebs, Ludwig-Maximilians-Universität München (Bachelorarbeit)
Junior Management Science 2(2), 2017, 84-96
Keywords: Sponsoring, Kultursektor, Firmenimage, Werbewirkung
Auswirkungen von Geschlechtsunterschieden auf die Loyalität in Dienstleister-Kunden-Beziehungen
Rebecca Luise Weyers, Universität Mannheim (Bachelorarbeit)
Junior Management Science 1(2), 2016, 20-31
Keywords: Loyalität, Gender, Service, Dienstleister, Geschlecht
A Common Ground in Guerilla Marketing – State of Research and Further Research Opportunities
Lennart Wendland, Otto-von-Guericke-Universität Magdeburg (Masterarbeit)
Junior Management Science 1(1), 2016, 34-59
Keywords: Guerilla Marketing, Marketing science, Conceptual framework, Philosophy of science