Steffen Jahn

Does Flow Influence the Brand Image in Event Marketing

ABSTRACT Event marketing is considered a relatively novel marketing tool. In contrast to conventional communication strategies, event marketing features the active participation of target groups in the communication process. This feature in particular has not been subject to sophisticated empirical studies so far. In this article, based on research findings about attitude toward the advertisement, a model for the explanation of the effects of flow experience during marketing events is developed and tested with partial least squares structural equation modeling. The results suggest that the particular advantage of event marketing can be used successfully to influence the brand image.

Creating Loyalty in Collective Hedonic Services: The Role of Satisfaction and Psychological Sense of Community

Generally, researchers consider that customer satisfaction is the core driver of loyalty. However, in the case of collective hedonic services, feelings of connectedness among service users might also play an important role in forming brand loyalty. a study among visitors of a music festival actually shows that a feeling of community has a greater impact on loyalty intentions than does overall satisfaction. thus, satisfying customers is not always the key route to value creation. Sometimes customer interaction more effectively enhances what Prahalad (2004) calls the “co-creation of experience”.

Seduced by the Label: How the Recommended Serving Size on Nutrition Labels Affects Food Sales

As consumers pay greater attention to nutrition content when choosing food, voluntary front-of-pack labels have become popular tools for food marketers. However, voluntary nutrition labels provide certain freedoms regarding the disclosed information, which can be exploited. A common strategy is to disclose nutrition values based on smaller recommended serving sizes, which presents the nutrition amounts favorably on the label. Problematically, consumers can misinterpret such information and draw biased conclusions regarding product healthiness. This study uses purchase data with 61 products from both healthy (yogurt) and unhealthy (cookies) categories to analyze how recommended serving sizes on nutrition labels affect food sales. In line with our predictions, sales increased after a label introduction in the healthy (but not in the unhealthy) category for products with smaller recommended serving sizes. Since the least healthy versions within the category tend to have smaller recommended serving sizes, nutrition labels can stimulate sales of unhealthier food.

Konsumerlebnisse im Dienstleistungssektor – Die Konzeptualisierung des Erlebniskonstrukts am Beispiel kollektiv-hedonistischer Dienstleistungen

Seit Veroffentlichung des richtungsweisenden Aufsatzes von Holbrook und Hirschman (1982) zu den „Experiential Aspects of Consumption“ hat sich das Konzept der Customer Experience sowohl in der Marketingforschung als Ansatz zur Erklarung verschiedener Facetten des Konsumentenverhaltens (Thompson et al. 1989; Arnould/Price 1993; Addis/Holbrook 2001; Gentile et al. 2007) als auch in der Marketingpraxis als Ausgangspunkt diverser Managementkonzepte (Weinberg 1992; Schmitt 1999; 2003; Pine/ Gilmore 2000) etabliert. Begrunden lasst sich die Bedeutung des Erlebniskonzepts mit dem Denkansatz der Service-Dominant Logic, wonach nicht das Unternehmen den Wert einer Leistung bestimmt, sondern der Wert erst durch das Erleben der Leistung beim Konsumenten entsteht (Vargo/Lusch 2008).

Entstehung und Wahrnehmung des Service Value

Der Wert einer Leistung gilt als eines der wichtigsten Konzepte des Marketing (Holbrook 1994; Woodruff 1997). Dies verdeutlicht beispielsweise die aktuelle Marketing-Definition der American Marketing Association (2007), die „offerings that have value“ als zentrales Element der Austauschprozesse zwischen Unternehmen und ihren Zielgruppen hervorhebt. Insbesondere angestosen durch den Ansatz der Service-Dominant Logic (Vargo/Lusch 2004, 2008) setzt sich auch die Dienstleistungsforschung seit geraumer Zeit verstarkt mit diesem Konzept auseinander (Edvardsson/Enquist/Johnston 2005; Ruiz et al. 2008; Sandstrom et al. 2008; Helkkula/Kelleher/Philstrom 2012). Bemangelt wird dabei jedoch die fehlende Klarheit, was in unterschiedlichen Auffassungen fur den Begriff des Wertes sowie in divergierenden Sichtweisen auf den Prozess der Wertentstehung begrundet liegt (Boksberger/Melsen 2011; Gummerus 2013). Aufbauend auf dieser Kritik verbindet der vorliegende Beitrag verschiedene Forschungsstrome zum Service Value und tragt somit zu einem besseren Verstandnis sowohl dieses Konzeptes als auch des Prozesses seiner Entstehung bei.

Events and Loyalty Formation: The Role of Satisfaction, Felt Community, Emotional Experience, and Frequency of Use

Mass events (e.g., music festivals, sport events) are attractive to both customers and enterprises. For example, Europes market leader in the ticketing field, Eventim, sells more than 70 million tickets for more than 100,000 events annually (Eventim 2009). In 2007, U.S. event producers in the field of performing arts and spectator sports received revenues of almost

Dual-process theory and consumer response to front-of-package nutrition label formats

80 billion dollars, a growth rate of 33 percent in five years (US Census Bureau, 2009). From a theoretical viewpoint, service provision in the event field is of interest because such services mainly address two consumption metaphors, namely consuming as experience and consuming as play (Holt, 1995). Drawing on these two elements, we refer to such events as collective hedonic services (Ng/ Russell-Bennett/Dagger 2007).

Transzendente Konsumerlebnisse bei Events und ihre Wirkungen auf die Eventloyalität

Nutrition labeling literature yields fragmented results about the effect of front-of-package (FOP) nutrition label formats on healthy food choice. Specifically, it is unclear which type of nutrition label format is effective across different shopping situations. To address this gap, the present review investigates the available nutrition labeling literature through the prism of dual-process theory, which posits that decisions are made either quickly and automatically (system 1) or slowly and deliberately (system 2). A systematically performed review of nutrition labeling literature returned 59 papers that provide findings that can be explained according to dual-process theory. The findings of these studies suggest that the effectiveness of nutrition label formats is influenced by the consumers dominant processing system, which is a function of specific contexts and personal variables (eg, motivation, nutrition knowledge, time pressure, and depletion). Examination of reported findings through a situational processing perspective reveals that consumers might prefer different FOP nutrition label formats in different situations and can exhibit varying responses to the same label format across situations. This review offers several suggestions for policy makers and researchers to help improve current FOP nutrition label formats.

Die Eignung von Social Networking-Plattformen für die Ablaufkontrolle von Events: Eine empirische Untersuchung unter Rückgriff auf die Erlebnisqualität

Obwohl es bisher sowohl in der Marketingpraxis als auch -wissenschaft an einem einheitlichen Verstandnis fur den Begriff „Event“ mangelt, besteht weitestgehend Einigkeit daruber, dass es sich dabei um Veranstaltungen handelt, die das Potenzial besitzen, positive Konsumerlebnis., zu vermitteln (vgl. z.B. Zanger 2010, S. 5; Drengner 2008, S. 22; WeinberglNickel 2007; Gebhardt 2000; Deighton 1992, S. 366; HirschmanlHolbrook 1982, S. 95f.).

Events und Social Media

Mit der Durchfuhrung von Veranstaltungen verfolgen Unternehmen im Wesentlichen zwei Zielstellungen. Einerseits kann die kommerzielle Vermarktung einer oder mehrerer Veranstaltungen an verschiedene Zielgruppen (z. B. Besucher, Medien, Sponsoren) ein wesentlicher Geschaftszweck sein, um den wirtschaftlichen Erfolg des Unternehmens zu sichern.