Goethe-Marketing Department mit 16 Beiträgen an der EMAC 2018
European Marketing Academy Conference (EMAC), 29.05.-01.06.2018 in Glasgow, UK
Auch in diesem Jahr ist das Goethe-Marketing Department wieder stark an der European Marketing Academy Conference (EMAC) vom 29.05 – 01.06.2018 in Glasgow vertreten. Wir nehmen mit insgesamt 16 Beiträgen an der Konferenz teil und freuen uns über drei Nominierungen für den „Overall Best Paper Award Based on a Doctoral Thesis (Top 20 Articles) und eine Nominierung für die „2018 EMAC/Sheth Foundation Doctoral Dissertation Competition“.
A New Method to Decompose Changes in Customer Equity into its Drivers
Markus Lilienthal, Bernd Skiera, Vincent Skiera
Causal Inference Using Mediation Analysis or Instrumental Variables – Full Mediation in the Absence of Conditional Independence
Thomas Otter, Max J. Pachali, Stefan Mayer, Jan R. Landwehr
Economic Loss of Cookie Lifetime Restrictions*
Klaus Miller, Bernd Skiera
*Special Session on Current Topics in Digital Marketing
Exogenous Demand Shocks and the Effect of Paywalls on Online Newspaper Readership*
Klaus Miller, Kathrin Gruber
*Special Session on Different Behavior on User-Generated Content Networks
Insider Trading and New Product Introductions
Simone Wies, Jeroen Derwall, Arvid O.I. Hoffmann, Joost M.E. Pennings
Measuring Substitution and Complementarity Among Offers in Menu Based Choice Experiments*
Tetyana Kosyakova, Thomas Otter, Sanjog Misra, Christian Neuerburg
* Nominiert für die 2018 EMAC/Sheth Foundation Doctoral Dissertation Competition
Models of Endogenous Willingness to Respond
Tetyana Kosyakova, Felix Eggers, Thomas Otter
Older Consumers’ Resistance to Innovations: An Information Processing Perspective
Dominik Hettich, Stefan Hattula, Torsten Bornemann
* Nominiert für den Overall Best Paper Award Based on a Doctoral Thesis (Top 20 Articles)
Product Incompatibility and Its Benefits from a Customer’s Point of View
Christian Schäfer, Stefan Hattula, Torsten Bornemann
* Nominiert für den Overall Best Paper Award Based on a Doctoral Thesis (Top 20 Articles)
Relevance of Visual Elements in Online Shopping Cart Design
Stefan Hattula, Alexandra Durst, Torsten Bornemann, Cornelia Hattula
Sophisticated examination of fragmented issues vs. a broader view more relevant to practitioners*
Udo Wagner, Klaus Grunert, Bernd Skiera, Roland Rust, Don Lehmann
* Round Table Meeting
The Drivers of the Optimal Targeting Strategy: Choosing the Frequency and Spacing of Online Display Ads
Steffen Försch, Evert de Haan
The Impact of Ad Viewability on Advertising Effectiveness*
Christina Uhl, Klaus Miller, Nadia About Nabout
* Nominiert für den Overall Best Paper Award Based on a Doctoral Thesis (Top 20 Articles)
The Perils of Ignoring the Budget Constraint in Single-Unit Demand Models
Max Pachali, Peter Kurz, Thomas Otter
The Role of Recipient Characteristics for Charitable Givers’ Well-being
Franziska Mesnaric, Torsten Bornemann, Stefan Hattula
Visibility-at-Risk: An Approach to Measure a Firm’s Risk of Losing Visibility in Organic Search
Gabriela Alves Werb, Christian Doppler, Bernd Skiera
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