Wetzel, Hauke A.

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[["dc.bibliographiccitation.firstpage","133"],["dc.bibliographiccitation.issue","1"],["dc.bibliographiccitation.journal","Journal of Service Management"],["dc.bibliographiccitation.lastpage","156"],["dc.bibliographiccitation.volume","28"],["dc.contributor.author","Weiger, Welf H."],["dc.contributor.author","Wetzel, Hauke A."],["dc.contributor.author","Hammerschmidt, Maik"],["dc.date.accessioned","2020-12-10T18:26:12Z"],["dc.date.available","2020-12-10T18:26:12Z"],["dc.date.issued","2017"],["dc.description.abstract","Purpose - The proliferation of online brand communities has shifted control over brands from firms to consumers. Demonstrating how marketers can stimulate consumers to use these opportunities and engage with the brand in such communities, the purpose of this paper is to address the effectiveness of normative and utilitarian appeals commonly employed in practice for enhancing engagement intensity and brand equity in turn. Design/methodology/approach - This paper presents two studies at an individual user level. The first study builds on matched data on marketing actions, user behavior, and user perceptions from a Facebook brand community. The second study uses an experiment with members of a firm-hosted online brand community. The authors employ seemingly unrelated regressions while controlling for self-selection. Findings - Marketer-generated appeals have a positive effect on brand equity that is mediated by engagement intensity. However, the strength of these effects depends highly on community, user, and relationship characteristics. Practical implications - Generally speaking, marketer-generated appeals are effective tools for marketers to build brand equity through enhanced user engagement. However, their effectiveness can be improved when managers use a targeted approach. To offer precise managerial guidance, this paper shows how entertainment value, content consumption asymmetry (e.g. whether a user prefers user-generated content over marketer-generated content), and membership duration increase or lower the impact of appeals in building the brand through engagement intensity. Originality/value - The authors provide evidence that appeals designed to drive user engagement in online brand communities are effective tools for boosting brand equity."],["dc.identifier.doi","10.1108/JOSM-11-2015-0378"],["dc.identifier.isi","000398073800006"],["dc.identifier.issn","1757-5818"],["dc.identifier.uri","https://resolver.sub.uni-goettingen.de/purl?gro-2/75989"],["dc.language.iso","en"],["dc.notes.intern","DOI Import GROB-354"],["dc.notes.status","zu prüfen"],["dc.notes.submitter","PUB_WoS_Import"],["dc.publisher","Emerald Group Publishing Ltd"],["dc.relation.issn","1757-5826"],["dc.relation.issn","1757-5818"],["dc.title","Leveraging marketer-generated appeals in online brand communities"],["dc.title.alternative","An individual user-level analysis"],["dc.type","journal_article"],["dc.type.internalPublication","yes"],["dc.type.peerReviewed","yes"],["dc.type.status","published"],["dspace.entity.type","Publication"]]

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[["dc.bibliographiccitation.firstpage","1"],["dc.bibliographiccitation.issue","2"],["dc.bibliographiccitation.journal","Journal of Marketing"],["dc.bibliographiccitation.lastpage","19"],["dc.bibliographiccitation.volume","78"],["dc.contributor.author","Wetzel, Hauke A."],["dc.contributor.author","Hammerschmidt, Maik"],["dc.contributor.author","Zablah, Alex R."],["dc.date.accessioned","2018-11-07T09:42:45Z"],["dc.date.available","2018-11-07T09:42:45Z"],["dc.date.issued","2014"],["dc.description.abstract","Customer prioritization strategies, which focus a firm's efforts on its most important customers, are expected to improve account profitability. Anecdotal evidence suggests, however, that such strategies may also undermine account profitability by inducing customers to become overly demanding. Building on social exchange theory, this research evaluates these competing perspectives across two field studies and finds that prioritization is best understood as a double-edged sword. Specifically, the results reveal that prioritization efforts initiate both a gratitude-driven process, which enhances sales and profit, and an entitlement-driven process, which increases service costs and reduces profit. Importantly, the findings indicate that prioritization tactics differ in the extent to which they trigger these competing processes and thus in their ability to influence account profitability. Finally, the results also reveal that critical moderators (competitive intensity and prioritization transparency) determine the extent to which the entitlement-driven process undermines the gratitude-driven process. For managers, the findings suggest that both the tactics employed and moderating conditions determine whether prioritization has a positive, negative, or negligible effect on prioritized accounts' profitability."],["dc.identifier.isi","000340736400001"],["dc.identifier.uri","https://resolver.sub.uni-goettingen.de/purl?gro-2/34026"],["dc.notes.status","zu prüfen"],["dc.notes.submitter","Najko"],["dc.publisher","Amer Marketing Assoc"],["dc.relation.issn","1547-7185"],["dc.relation.issn","0022-2429"],["dc.title","Gratitude Versus Entitlement: A Dual Process Model of the Profitability Implications of Customer Prioritization"],["dc.type","journal_article"],["dc.type.internalPublication","yes"],["dc.type.peerReviewed","yes"],["dc.type.status","published"],["dspace.entity.type","Publication"]]

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[["dc.bibliographiccitation.firstpage","19"],["dc.bibliographiccitation.journal","Industrial Marketing Management"],["dc.bibliographiccitation.lastpage","26"],["dc.bibliographiccitation.volume","71"],["dc.contributor.author","Hammerschmidt, Maik"],["dc.contributor.author","Wetzel, Hauke A."],["dc.contributor.author","Arnold, Todd J."],["dc.date.accessioned","2020-12-10T14:24:41Z"],["dc.date.available","2020-12-10T14:24:41Z"],["dc.date.issued","2018"],["dc.identifier.doi","10.1016/j.indmarman.2017.10.005"],["dc.identifier.issn","0019-8501"],["dc.identifier.uri","https://resolver.sub.uni-goettingen.de/purl?gro-2/72321"],["dc.language.iso","en"],["dc.notes.intern","DOI Import GROB-354"],["dc.title","The burden of rank: The impact of preferred supplier status on excessive buyer requests"],["dc.type","journal_article"],["dc.type.internalPublication","yes"],["dspace.entity.type","Publication"]]