Innovation Marketing

MAKE IT CR3ATIVE - The effect of product creativity on crowdfunding performance (2016) Baccarella C, Meinel M, Trefzger TF, Voigt KI Conference contribution Unleash your Brand! Using Social Media as a Marketing Tool in Academia (2016) Trefzger TF, Dünfelder D Journal article Hold the Line! The Challenge of Being a Premium Brand in the Social Media Era (2016) Trefzger TF, Baccarella C, Scheiner C, Voigt KI Journal article Customer information behavior in industry markets and consequences for B2B-Marketing - The role of Big Data and digitization (2016) Müller J, Voigt KI Conference contribution Hold the Line! The Challenge of Being a Premium Brand in the Social Media Era (2016) Trefzger TF, Baccarella C, Scheiner C, Voigt KI Conference contribution Communicating high-tech products – A comparison between print advertisements of automotive premium and standard brands (2016) Baccarella C, Scheiner C, Trefzger TF, Voigt KI Journal article, Original article Cruel Intentions? - The Role of Moral Awareness, Moral Disengagement, and Regulatory Focus in the Unethical Use of Social Media by Entrepreneurs. (2016) Krämer K, Scheiner C, Baccarella C Conference contribution Antecedents of brand post popularity in Facebook: The influence of pictures, videos, and text (2016) Trefzger TF, Baccarella C, Voigt KI Conference contribution Cruel Intentions? - The Role of Moral Awareness, Moral Disengagement, and Regulatory Focus in the Unethical Use of Social Media by Entrepreneurs (2016) Scheiner C, Krämer K, Baccarella C Journal article Differences in the Emotional and Rational Appeal of Premium and Standard Brands in the Promotion of Automobiles (2015) Scheiner C, Baccarella C, Trefzger TF, Voigt KI Conference contribution