Publications

2025

• "How to Gain and Hold Attention: Generating a Comprehensive Set of Attention Tactics and Testing It in a Mobile Eye-Tracking Study with Real-Life Ad Encounters" in: Proceedings of the AAA Annual Conference of the American Academy of Advertising, Pittsburgh, Pennsylvania. (together with J. F. Kopka and L. Borgmann)

• "Again, again, and again! The Impact of Brand Routine Video Design on Consumer Engagement" in: Proceedings of the AAA Annual Conference of the American Academy of Advertising, Pittsburgh, Pennsylvania. (together with C. Lamerz and S. Prior)

• "Consumer Reactions to Alteration Disclosures in Advertising" in: Proceedings of the AAA Annual Conference of the American Academy of Advertising, Pittsburgh, Pennsylvania. (together with K. Kim, S. Yoon, C. R. Taylor and S. Park)

• "Before the Hype, Comes the Swipe: How to Design Carousel Ads that Get Activated" in: Proceedings of the AAA Annual Conference of the American Academy of Advertising, Pittsburgh, Pennsylvania. (together with D. Bruns and S. Rohrbach)

• "Recruiting young talent for the industrial-technical teaching profession with recruitment communication: A mixed-methods approach to systematically derive requirements for a persuasive communication strategy", in: Zeitschrift für Berufs- und Wirtschaftspädagogik, pp. 87-115. (together with B. Blomberg).

2024

• "It's Groundhog Day! An Explorative Study into the Effectiveness of Brand Routine Videos on YouTube", in: Proceedings of the^19th DGPuK Annual Conference, Amsterdam, Netherlands. (together with C. Lamerz and S.Prior)

• "Advertising Research in the Wild: An Observational Eye-Tracking Study on Attention Allocation in Real-Life Media Consumption at Consumers' Homes", in: Proceedings of the^19th DGPuK Annual Conference, Amsterdam, Netherlands. (together with J.F. Kopka and L. Borgmann)

• "Persuading Young People for Social Vocations: The Role of Happiness Benefit and Endorser Type", in: Proceedings of the^19th DGPuK Annual Conference, Amsterdam, Netherlands. (together with B. Blomberg and D. Bruns)

• "The Effects of Letter Capitalisation in Advertising Headlines", in: Journal of Marketing Communications, 1-22. (together with T. Klinke, M. Christ, N. Fadl, and C. Lamerz)

• "(Not) the Right Time for Social Media Ads? Exploring the Impact of Social Media Detox on Attention to the Ad", in: International Journal of Advertising, 1-22. (together with J. F. Kopka and L. Borgmann)

• "The Vampire Effect of Smartphone Swiping: How Atypical Motor Actions Increase Ad Attention but Impair Brand Recall", in: International Journal of Advertising, 1-19. (together with S. Rohrbach and D. Bruns)

• "The Carousel Effect: Leveraging Sideways Swiping for Enhanced Ad Effectiveness in Social Media", in: Proceedings of the ^22nd ICORIA, Thessaloniki, Greece. (together with S. Rohrbach and D. Bruns)

• "How to Persuade Young Talent for a Social Vocation? Exploring the Impact of Happiness Benefit and Testimonial Type on Vocational Interest in an Online Field Experiment", in: Proceedings of the ^22nd ICORIA, Thessaloniki, Greece. (together with B. Blomberg and D. Bruns)

• "How to Measure Digital Attention: Validating Viewport Logging via Mobile Eye-Tracking as a Measure for Gaining and Holding Attention in Social Media", in: Proceedings of the ^22nd ICORIA, Thessaloniki, Greece. (together with D. Bruns, J. F. Kopka and L. Borgmann)

• "Decoding the Vampire Effect: Investigating the Impact of Celebrities Overshadowing a Brand on Downstream Ad Processing", in: Proceedings of the ^22nd ICORIA, Thessaloniki, Greece. (together with J. F. Kopka and L. Borgmann)

• "It's Groundhog Day! An Explorative Study into the Effectiveness of Brand Routine Videos on YouTube", in: Proceedings of the ^22nd ICORIA, Thessaloniki, Greece. (together with C. Lamerz and S. Prior)

• "Don't Distract Me When I'm Detoxing! The Effects of Social Media Detox on Attention to Instagram Ads", in: Proceedings of the ^53rd EMAC Conference, Bucharest, Romania. (together with L. Borgmann and J. F. Kopka)

• "Using Viewport Logging to Measure Gaining and Holding Attention Toward Social Media Ads: A Validation via Mobile Eye-Tracking", in: Proceedings of the ^53rd EMAC Conference, Bucharest, Romania. (together with D. Bruns, J. F. Kopka and L. Borgmann)

• "How to Gain and Hold Attention: Combining the Perspectives of Research, Practice, and Consumers to Generate a Comprehensive List of Attention Tactics", in: Proceedings of the ^53rd EMAC Conference, Bucharest, Romania. (together with J. F. Kopka and L. Borgmann)

• "The Impact of Atypical Smartphone Swiping on Attention and Brand Recall in Social Media", in: Proceedings of the ^53rd EMAC Conference, Bucharest, Romania. (together with S. Rohrbach and D. Bruns)

• "Breaking Through the Clutter: Brand Names That Effectively Communicate What a Brand Stands For", in: Proceedings of the AAA Annual Conference of the American Academy of Advertising, Portland, Oregon. (together with D. Bruns and J. Rossiter)

• "When Swiping Bites Back: Why Atypical Smartphone Swiping Increases Attention but Decreases Brand Memory", in: Proceedings of the AAA Annual Conference of the American Academy of Advertising, Portland, Oregon. (together with S. Rohrbach and D. Bruns)

• "Vampires with Beauty Biases: A Critical Investigation of Celebrities' Impact on Attention and Attitudes", in: Proceedings of the AAA Annual Conference of the American Academy of Advertising, Portland, Oregon. (together with D. Bruns and L. Bergkvist)

• "Advertising Happiness - How Happiness Appeals Affect Consumer Choices", in: Proceedings of the AAA Annual Conference of the American Academy of Advertising, Portland, Oregon. (together with T. Klinke and B. Schmitt)

• "The Social Media Detox Effect: How Social Media Time-Outs and Time Constraints Influence Attention to the Ad", in: Proceedings of the AAA Annual Conference of the American Academy of Advertising, Portland, Oregon. (together with J. F. Kopka and L. Borgmann)

• "Marketing zur Bekämpfung des Lehrkräftemangels", in: Transferbroschüre der Bergischen Universität Wuppertal - Wissenschaft zum Nutzen für alle!, Vol. 4, pp. 28-29. (together with B. Blomberg)

2023

• "Take a Break, But Make It Different! Moderating Effects of Incubation Task Specifity on Advertising Idea Generation", in Journal of Advertising. Vol. 52, No. 4, pp. 578-593 (together with S. Schütmaat, J. F. Kopka and L. Ang).

• "Social Media Engagement Metrics as Indicators of Influencer Campaign Success" in: Proceedings of the 21st ICORIA, Bordeaux, France. (together with D. Bruns and S. Prior)

• "(Not) the Right Time for Social Media Ads?! Exploring the Impact of Social Media Detox on Ad Reception via Mobile Eye-Tracking" in: Proceedings of the 21st ICORIA, Bordeaux, France. (together with J. F. Kopka and L. Borgmann)

• "The Vampire Effect of Atypical Swiping: How Typicalness of Smartphone Swiping Impacts Attention and Brand Recall in Social Media Advertising" in: Proceedings of the 21st ICORIA, Bordeaux, France. (together with S. Rohrbach and D. Bruns)

• "How to Get Attention - Generating a Comprehensive List of Advertising Attention Tactics" in: Proceedings of the 21st ICORIA, Bordeaux, France. (together with L. Borgmann and J. F. Kopka)

• "How to Successfully Design Suggestive Brand Names: An Integrated Psycholinguistic Framework" in: Proceedings of the 52nd EMAC Conference, Odense, Denmark (together with D. Bruns and J.R. Rossiter)

• "May I Have Your Attention Please? A Mobile Eye-Tracking Study on the Effectiveness of Advertising Attention Tactics in Real-Life Media Encounters" in: Proceedings of the 52nd EMAC Conference, Odense, Denmark (together with J. F. Kopka and L. Borgmann)

• "Mach mal Pause - aber richtig!", in: transfer: Zeitschrift für Kommunikation & Markenmanagement, Vol. 69, 01/23, pp. 69-75. (together with J. F. Kopka)

• "Taking Advertising Research into the Wild: A Mobile Eye-Tracking Study of Attention to the Ad and Ad Recall in Real-Life Media Encounters", in: Proceedings of the AAA Annual Conference of the American Academy of Advertising, Denver, Colorado. (together with J. F. Kopka and L. Borgmann)

• "Influencer marketing effectiveness: Automated measures of user's social media engagement toward influencer posts as indicators of attitudinal and behavioural outcomes", in: Proceedings of the AAA Annual Conference of the American Academy of Advertising, Denver, Colorado. (together with D. Bruns and S. Prior)

2022

• "A Comprehensive Approach to the Study of Advertising Execution and Its Effects", in: International Journal of Advertising. (together with L. Bergkvist; published online)

• "Take a Break, But Make It Different! Moderating Effects of Incubation Task Specificity on Advertising Idea Generation", in: Journal of Advertising. (together with S. Schütmaat, J. F. Kopka and L. Ang; published online)

• "Ad Reception in the Living Room: A Mobile Eye-Tracking Study of Attention to the Ad and Ad Recall in Real-Life Media Encounters", in: Proceedings of the 20th ICORIA, Prague, Czech Republic. (together with L. Borgmann and J. F. Kopka)

• "Swiping Styles in Social Media: An Exploratory Study of Typical Hand Movements in Social Media Smartphone Interaction", in: Proceedings of the 20th ICORIA, Prague, Czech Republic. (together with S. Rohrbach)

• "Managing brands in an ever-changing media environment", in: Karmasin, M.; Diehl, S.; Koinig, I. (eds.): Media and Change Management-Enduring the Challenges of a Constantly Changing Landscape, Springer Gabler, Wiesbaden. (together with T. Klinke)

2021

• "Taking Advertising Research to the Wild: An Observational Eye-Tracking Study of Real-Life Media Consumption at Home", in: Proceedings of the 19th ICORIA, Bordeaux, France. (together with L. Borgmann and J. F. Kopka)

• "The Effects of Scale Type on Construct Measurement in Advertising Research: The Moderating Role of Construct Emotionality and Verbal Scale Labels on the Measurement of Attitude towards the Brand and Brand Love", in: Proceedings of the 19th ICORIA, Bordeaux, France. (together with L. Bergkvist)

• "CAUTION WITH CAPS LOCK - Message conveyance and attitude formation effects of letter capitalisation in advertising headlines", in: Proceedings of the 19th ICORIA, Bordeaux, France. (together with T. Klinke, M. Christ and N. Fadl)

• "Brand Love: Conceptual and Empirical Investigation of a Holistic Causal Model", in: Journal of Brand Management. Vol. 28, pp. 609-642 (together with R. Rahman and D. Temme)

• "Construct Confusion in Advertising Research", in: Waiguny, M.; Rosengren, S. (eds.): Advances in Advertising Research (Vol. XI), pp. 1-12. (together with L. Bergkvist)

2020

• "Perspectives: Four Steps toward More Valid and Comparable Self-Report Measures in Advertising Research", in: International Journal of Advertising. Vol. 39, No. 5, pp. 738-755 (together with L. Bergkvist).

2019

• "Construct heterogeneity and proliferation in advertising research", in: International Journal of Advertising. Vol. 38, No. 8, pp. 1286-1302 (together with L. Bergkvist)

• "Schnelle Schüsse in Gehirn", in: Absatzwirtschaft (2019), Issue 9, pp. 80-84. (together with T. Langer and T. Klinke)
  
  
• "Construct Confusion in Advertising Research", in: Proceedings of the 18th ICORIA, Krems, Austria. (together with L. Bergkvist)
  
  
• "Your fame, my gain!? Uncovering celebrity endorsers' impact on brand recall", in: Proceedings of the 18th ICORIA, Krems, Austria. (together with D. Bruns)
  
  
• "When less is more for banner ads: The effects of online banner animation on the emergence of banner blindness", in: Proceedings of the 18th ICORIA, Krems, Austria. (together with M. Christ and T. Klinke)
  
  
• "A double-edged sword?! The impact of celebrity endorsements on attention and attitude toward the ad", in: 2019 AMA Winter Academic Conference of the American Marketing Association, Austin, TX, USA. (together with D. Bruns and L. Bergkvist)
  
  
• "Approaches to brand controlling", in: Esch, F.-R. (ed.): Handbuch Markenführung, Springer, Wiesbaden. (together with F.-R. Esch)
  
  
• "Ansätze zur Erfassung und Entwicklung der Markenidentität", in: Esch, F.-R. (ed.): Handbuch Markenführung, Springer, Wiesbaden. (together with F.-R. Esch)
  
  
• "Branding as the basis for brand development", in: Esch, F.-R. (ed.): Handbuch Markenführung, Springer, Wiesbaden. (together with F.-R. Esch)
  
  
• "Design of brand logos", in: Esch, F.-R. (ed.): Handbuch Markenführung, Springer, Wiesbaden. (together with F.-R. Esch)
  
  
• "Markenmotorik: Mit motorischen Markenhandlungen zum Markenerfolg", in: Esch, F.-R. (ed.): Handbuch Markenführung, Springer, Wiesbaden. (together with A. Fischer)
  
  
• "Messung und Management von Markenliebe", in: Esch, F.-R. (ed.): Handbuch Markenführung, Springer, Wiesbaden. (together with D. Bruns, A. Fischer and J. Kühn)
  
  
• "Management von Corporate Brands", in: Esch, F.-R. (ed.): Handbuch Markenführung, Springer, Wiesbaden. (together with J. Redler, F.-R. Esch, T. Tomczak and J. Kernstock)
  
  
• "The impact of Capitalisation on Advertising Headline Readability", in: Bigne, E.; Rosengren, S. (eds.): Advances in Advertising Research (Vol. X): Multiple Touchpoints in Brand Communication, Springer Gabler, Wiesbaden, pp. 81-91. (together with T. Klinke, N. Fadl and M. Christ)

2018

• "Was tun, wenn immer mehr Kunden wegschauen", in: Markenartikel, Heft 5, p. 60-63. (together with N. Fadl and T. Klinke)
  
  
• "When your celebrity endorser turns into Dracula: The vampire effect revisited", in: Proceedings of the 17th ICORIA, Valencia, Spain. (together with D. Bruns and L. Bergkvist)
  
  
• "Making a (letter) case: The impact of letter capitalisation on advertising headline perceptions", in: Proceedings of the 17th ICORIA, Valencia, Spain. (together with T. Klinke, N. Fadl and M. Christ)
  
  
• "How do you play? Investigating different role types of gamification applications and their impact on user engagement", in: Proceedings of the 17th ICORIA, Valencia, Spain. (together with N. Fadl)

• "Handbuch Techniken der Kommunikation", Springer, Wiesbaden. (together with F.-R. Esch and M. Bruhn)
  
  
• "Werbeblindheit im Internet überwinden", in: Langner, T.; Esch, F.-R.; Bruhn, M. (eds.): Handbuch Techniken der Kommunikation, Gabler Verlag, Wiesbaden. (together with N. Fadl and P. Brune)
  
  
• "Medienkonvergenz managen: Wahrnehmungs- und Wirkungspfade der Marketingkommunikation antizipieren", in: Langner, T.; Esch, F.-R.; Bruhn, M. (eds.): Handbuch Techniken der Kommunikation, Gabler Verlag, Wiesbaden. (together with P. Brune, A. Fischer and T. Klinke)
  
  
• "Motorische Markenhandlungen in der Marketingkommunikation effektiv nutzen", in: Langner, T.; Esch, F.-R.; Bruhn, M. (eds.): Handbuch Techniken der Kommunikation, Springer, Wiesbaden. (together with A. Fischer)

2017

• "A dynamic, event-related analysis of brand relationships", in: Proceedings of the ANZMAC 2017 Conference, Melbourne, Australia. (together with D. Bruns)
  
  
• "The Origins of Brand Love: A Typology of Starting Points", in: Marketing ZFP - Journal of Research and Management Vol. 39, No. 2, pp. 38-48. (together with D. Bruns and A. Fischer)
  
  
• "Falling in love with brands: a dynamic analysis of the trajectories of brand love", in: Proceedings of the 5th International Consumer Brand Relationships Conference, Porto, Portugal. (together with D. Bruns, A. Fischer and J. R. Rossiter)
  
  
• "Improving advertising measurement practice one step at a time", in: Proceedings of the 16th ICORIA, Gent. (together with L. Bergkvist)
  
  
• "Press Play: Exploring the impact of gamification design on consumer motivations to engage in gamified activites", in: Proceedings of the 16th ICORIA, Gent. (together with N. Fadl)
  
  
• "Construct measurement in advertising research", in: Journal of Advertising, Vol. 46, No. 1, pp. 129-140. (together with L. Bergkvist)
  
  

2016

• "Falling in love with brands: a dynamic analysis of the trajectories of brand love", in: Marketing Letters, Vol. 27, No. 1, pp. 15-26. (together with D. Bruns, A. Fischer and J. Rossiter)
  
  
• "Why brand love exists: Four reasons and four misconceptions", in: Absatzwirtschaft (2016), Issue 10, pp. 58-61. (together with D. Bruns)
  
  
• "Communicating Corporate Social Responsibility for Brands", in: Diehl, S.; Karmasin, M.; Mueller, B.; Terlutter, R.; Weder, F. (eds.): Handbook of Integrated CSR Communication. Springer International Publishing, pp. 149-169 (together with C. B. Brunner)
  
  
• "Handbuch Strategische Kommunikation", Springer, Wiesbaden. (together with M. Bruhn and F.-R. Esch)
  
  
• "Handbuch Instrumente der Kommunikation", Springer, Wiesbaden. (together with M. Bruhn and F.-R. Esch)
  
  
• "Handbuch Controlling der Kommunikation", Springer, Wiesbaden. (together with F.-R. Esch and M. Bruhn)
  
  
• "Bedeutung der Produktverpackung für die Marketingkommunikation", in: Bruhn, M.; Esch, F.-R.; Langner, T. (eds.): Handbuch Instrumente der Kommunikation, Gabler Verlag, Wiesbaden, pp. 141-164. (together with F.-R. Esch and J. Kühn)
  
  
• "Markenliebe", in: Posselt, E. (ed.): Marke neu denken, Springer, Wiesbaden, pp. 84-95. (together with M. Christ, A. Fischer and D. Bruns)
  
  
• "What do you understand by multisensory brand management?", expert interview in: Steiner, P.: Sensory Branding, Grundlagen multisensualer Markenführung, Springer, Wiesbaden.
  
  
• "When it's time to rhyme: The moderating role of exposure modality on memory for rhyming and non-rhyming brand slogans", in: Proceedings of the 15th ICORIA, Ljubljana. (together with P. Brune and A. Fischer)
  
  
• "To rhyme or not to rhyme - That is a question of exposure modality of brand slogans", in: DERMARKENTAG2016, Berlin, Germany. (together with P. Brune and A. Fischer)
  
  

2015

2014

2013

• "The mere categorisation effect for complex products: The moderating role of expertise and affect", in: Journal of Business Research, Vol. 66, Issue 7, pp. 924-932. (together with M. Krengel)
  
  
• "Markenerlebnisse zum Aufbau von Markenliebe", in: Marketing Review St. Gallen, 2013, Issue 6, pp. 96-108. (together with D. Bruns and J. Kühn)
  
  
• "Marketing im "Netz": Herausforderungen der digitalen Markenkommunikation", in: transfer - Werbeforschung und Praxis, 59 Jg., Nr. 4, S. 19-22. (together with J. H. Müller)
  
  
• "All you need is love", in: Markenartikel, Issue 7, pp. 32-34 (together with J. Kühn and D. Bruns)
  
  
• "Brand love: A value-based typology of different love relationships", in: Proceedings of the 12th ICORIA, Zagreb, Croatia. (together with J. Kühn and A. Fischer
  
  
• "Managing Brands in a Converging Media Environment", in: Diehl, S.; Karmasin, M. (eds.): Media and Convergence Management, Springer Gabler, Wiesbaden, pp. 135-160. (together with P. Brune and A. Fischer)
  
  
• "Choose your ad paper type carefully: How haptic ad paper characteristics affect product judgments", in: Rosengren, S.; Dahlén, M.; Okazaki, S. (eds.): Advances in Advertising Research (Vol. IV): The Changing Roles of Advertising, Springer Gabler, Wiesbaden, pp. 19-27. (together with A. Fischer and P. Brune)
  
  

2012

• "Advances in Advertising Research (Vol. III): Current Insights and Future Trends", Springer Gabler, Wiesbaden. (co-edited with M. Eisend and S. Okazaki)

• "Reducing Choice Conflict for Complex Products through Categorisation", in: Advances in Advertising Research (Vol. III): Current Insights and Future Trends, Springer Gabler, Wiesbaden, pp. 43-54 (together with M. Krengel)

• "Choose your ad paper type carefully: The impact of paper weight and texture on product judgments", in: Proceedings of the 11th ICORIA, Stockholm, Sweden. (together with A. Fischer and O. Kakies)

• "How deep is your love? A psychophysiological comparison of brand love and interpersonal love", in: Proceedings of the 11th ICORIA, Stockholm, Sweden. (together with J. Schmidt and A. Fischer)

• "Actions speak louder than words: Strong brands through motorised brand actions", in: PharmAustria, No. 1, pp. 12-17. (together with A. Fischer) (reprint of the article from transfer - Werbeforschung und Praxis, 57th vol., No. 4, pp. 22-27)

• "Emotions - the driving force behind human behaviour", in: Dams, C. M. (ed.): 50 Jahre KommunikationDirekt. Origin and development of event and live marketing, Müller + Busmann, Wuppertal, pp. 158-159.
  

2011

• "Effects of Celebrity Endorsers' Attractiveness and Expertise on Brand Recall of Transformational and Informational Products", in: Advances in Advertising Research, Vol. 2, pp. 451-471. (together with M. Eisend)
  
  
• "Actions speak louder than words: Strong brands through motorised brand actions", in: transfer - Werbeforschung und Praxis, 57 Jg., Nr. 4, S. 22-27. (together with A. Fischer)
  
  
• "Die Qual der jungen Wahl", in: Markenartikel 07/2011, p. 46-48. (together with J. Osebold and T. Langer)
  
  
• Review of Kroeber-Riel, W.; Esch, F.-R.: "Strategie und Technik der Werbung" (2011), in: transfer - Werbeforschung & Praxis, 2011, issue 3, p. 61.
  
  
• "Effects of Incubation on Selection and Configuration Creative Task in Advertising", in: Proceedings of the 10th ICORIA, Berlin, Germany. (together with L. Ang and S. Hellebrandt)
  
  
• "How to Structure Complex Choice Sets: The Moderating Role of Affect", in: Proceedings of the 10th ICORIA, Berlin, Germany. (together with M. Krengel)
  
  
• "The mere categorization effect for complex products: The moderating role of affect and expertise on the effectiveness of assortment categorization", in: Proceedings of the La Londe Conference on Marketing Communications and Consumer Behavior, La Londe, France. (together with M. Krengel)
  
  
• "Motorised brand actions: The neglected approach to brand building", in: Keuper, F.; Bald, H. (eds.): Markenführung und Markenimplementierung, Logos-Verlag, Berlin, pp. 213 - 239. (together with A. Fischer).

2010

• "Immediate and Delayed Advertising Effects of Celebrity Endorsers` Attractiveness and Expertise" (2010), in: International Journal of Advertising, Vol. 29, No 4, pp. 527-546. (together with M. Eisend)

• "Strategien und Techniken zur wirksamen Gestaltung von Print- und Online-Katalogen im Versandhandel" (2010), in: Mattmüller, R. (ed.): Versandhandelsmarketing. Marktorientiertes Management einer Wachstumsbranche, 2nd edition, Deutscher Fachverlag, Frankfurt, pp. 373-407. (together with F.-R. Esch, J. Redler and N. Neudecker)

• "Glaube und Marketing" (2010), in: be.have, No. 1, pp. 7-10 (together with J. Osebold)

• "Markenliebe: Vom Wesen der intensivsten aller Markenbeziehungen", in: Baumann, W.; Braukmann, U.; Matthes, W. (eds.): Innovation und Internationalisierung: Festschrift für Norbert Koubek, Wiesbaden: Gabler Verlag, pp. 589-612. (together with J. Kühn).

• "How to Present High Involvement Assortments: The Impact of Categorisation on Decision Making for High Involvement Products" (2010), in: Proceedings of the 9th ICORIA, Madrid, Spain. (together with M. Krengel)

• "Effects of Celebrity Endorsers` Attractiveness and Expertise on Brand Recall of Transformational and Informational Products" (2010), in: Proceedings of the 9th ICORIA, Madrid, Spain. (together with M. Eisend)

• "Brand differentiation through brand actions: Der Beitrag der Motorik zum Markenaufbau", in: Völckner, F.; Weber, T.; Willers, C. (eds.): Markendifferenzierung: Innovative Konzepte zur erfolgreichen Markenprofilierung, Wiesbaden: Gabler Verlag, pp. 137-159. (together with A. Fischer).

• "The behavioural consequences of "loving" versus "liking" a brand and a typology of the origins of "brand love"", in: Proceedings of the 32nd INFORMS Marketing Science Conference, Cologne, Germany. (together with J. R. Rossiter, A. Fischer, D. A. Kürten)

• "Does self-performing matter? The impact of motor actions on brand knowledge", in: Proceedings of the 32nd INFORMS Marketing Science Conference, Cologne, Germany. (together with A. Fischer)

2009

• "The Brand Anchoring Effect: A Judgment Bias Resulting from Brand Awareness and Temporary Accessibility" (2009), in: Psychology & Marketing, Vol. 26, Issue 4, April 2009. pp. 383-396. (together with F.-R. Esch, B. Schmitt and J. Redler)

• "The Impact of Celebrity Attractiveness and Competence Fit" (2009), in: De Pelsmacker, P.; Dens, N. (eds.): Advertising Research: Message, Medium and Context, Garant Verlag, Antwerp-Appeldorn, pp. 33-40. (together with M. Eisend)

• "Produktverpackung - das fünfte Element im Marketing-Mix" (2009), in: Bruhn, M.; Esch, F.-R.; Langner, T. (eds.): Handbuch Kommunikation, Gabler Verlag, Wiesbaden, pp. 285-315. (together with F.-R. Esch and J. Kühn)

• "Westfälische Provinzial Versicherung: Relaunch einer Traditionsmarke" (2009), in: Esch, F.-R.; Ambrecht, W. (eds.): Best Practice der Markenführung, Gabler Verlag, Wiesbaden. (together with T. Langer and F.-R. Esch)

• "The Nature of Brand Love: Results from two Exploratory Studies" (2009), in: Proceedings of the 8th ICORIA, Klagenfurt, Austria. (together with A. Fischer and D. Kürten)

• "Handbuch Kommunikation" (2009), Gabler Verlag, Wiesbaden. (together with M. Bruhn and F.-R. Esch)

• "Herausforderungen und Ansätze eines systematischen Kommunikationsmanagements" (2009), in: Bruhn, M.; Esch, F.-R.; Langner, T. (eds.): Handbuch Kommunikation, Gabler Verlag, Wiesbaden, pp. 3-19. (together with M. Bruhn and F.-R. Esch)

• "Internetkommunikation" (2009), in: Bruhn, M.; Esch, F.-R.; Langner, T. (eds.): Handbuch Kommunikation, Gabler Verlag, Wiesbaden, pp. 127-156. (together with F.-R. Esch and S. Ullrich)

• "Emotionale Effizienz: Von der Rationalität emotionaler Kommunikation" (2009), in: GWA EFFIE 2009: Die effizienteste Kampagne des Jahres, Gesamtverband Kommunikationsagenturen GWA e.V., Frankfurt am Main, pp. XV-XIX.