Chair of Marketing and Retail Management

List of publications


[Articles in Scientific Journals (Double Blind Review)]
[Presentations]
[Articles in Conference Proceedings]


Articles in Scientific Journals (Double Blind Review):




Presentations:

  • "Customer-Based Brand Equity-Enhancing Marketing-Mix Instruments for Private Labels and National Brands: The Case of Naming Strategies, Co-Branding or Endorsements, and Flagship Stores!", 43rd Annual Conference of the European Marketing Academy (EMAC), Valencia, Spain, 02.06.2014




Articles in Conference Proceedings:

  • Nierobisch, T./Toporowski, W./Dannewald, T./Jahn, S. (2016): When Flagship Stores Backfire - A Qualitative Analysis of Customer Feedback Regarding Flagship Store Failure, in Rasouli, S./Timmermans, H. (ed.): Recent Advances in Retailing and Services Science, Proceedings of the 23nd Recent Advances in Retailing & Services Science Conference, European Institute of Retailing and Services Studies (EIRASS), Edinburgh, England, 11.-14.07.2016.

  • Nierobisch, T./Toporowski, W./Dannewald, T. (2016): Visiting Flagship Stores of Less Exclusive Brands - are Brand Experiences, Brand Perceptions, and Favorable Consumer Behaviour Created?, in Knoeferle, K. (ed.): Marketing in the age of data, European Marketing Academy (EMAC) und Norwegian Business School (BI), Oslo, Norwegen, 24.-27.05.2016.

  • Nierobisch, T./Toporowski, W./Dannewald, T. (2015): Flagship Stores For FMCG National Brands: Gaining Competitive Advantage over Rival National Brands and Private Labels, in Rasouli, S./Timmermans, H. (ed.): Recent Advances in Retailing and Services Science, Proceedings of the 22nd Recent Advances in Retailing & Services Science Conference, European Institute of Retailing and Services Studies (EIRASS), Montreal, Kanada, 27.-30.07.2015.

  • Nierobisch, T./Toporowski, W./Dannewald, T. (2015): TV Advertising For Private Label Brands: Overcoming The Final Image Barriers, in Rasouli, S./Timmermans, H. (ed.): Recent Advances in Retailing and Services Science, Proceedings of the 22nd Recent Advances in Retailing & Services Science Conference, European Institute of Retailing and Services Studies (EIRASS), Montreal, Kanada, 27.-30.07.2015.

  • Nierobisch, T./Toporowski, W./Dannewald, T. (2014): Manufacturer Information Impacts on Brand Equity of Private Labels and National Brands: Attention Please, National Brand Manufacturers!, in: Rasouli, S./Timmermans, H. (ed.): Recent Advances in Retailing and Services Science, Proceedings of the 21st Recent Advances in Retailing & Services Science Conference, European Institute of Retailing and Services Studies (EIRASS), Bucharest, Romania, 09.07.2014



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