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Prof. Dr. Andreas Hesse
Prof. Dr. Andreas Hesse
Koblenz University of Applied Sciences
Verified email at andreashesse.de - Homepage
Title
Cited by
Cited by
Year
Digitalization and Leadership-How experienced leaders interpret daily realities in a digital world
A Hesse
692018
Dynamics of institutional logics in a cross-sector social partnership: The case of refugee integration in Germany
A Hesse, K Kreutzer, MR Diehl
Journal of Business Ethics 159, 679-704, 2019
662019
‘Fly Responsibly’: a case study on consumer perceptions of a green demarketing campaign
A Hesse, S Rünz
Journal of Marketing Communications, 2020
282020
How a Corporate Influencer Co-creates Brand Meaning: The Case of Pawel Dillinger from Deutsche Telekom
A Hesse, HJ Schmidt, C Baumgarth
Corporate Reputation Review 24 (4), 191-204, 2020
282020
Consumer responses to brand communications involving COVID-19
A Hesse, F Niederle, L Schön, D Stautz
Journal of Marketing Management, 2021
162021
Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts
A Hesse, K Bündgen, S Claren, S Frank
Journal of Brand Management, 2022
132022
How posting in social networks affects employee-based brand equity
A Hesse, HJ Schmidt, R Bosslet, M Häusler, A Schneider
European Journal of Marketing, 2022
122022
Digital-lokaler Einzelhandel
A Hesse
Wissenschaftliche Schriften des Fachbereichs Wirtschaftswissenschaften der …, 2019
52019
Nachhaltigkeitsmarketing für Modemarken im Fast-Fashion-Bereich Eine inhaltsanalytische Bestandsaufnahme
A Hesse, AL Hofschulte
transfer - Zeitschrift für Kommunikation und Markenmanagement 67 (1), 50-55, 2021
32021
Wenn Freunde Kollegen werden
A Hesse, A Wahls
Harvard Business Manager, 8-10, 2022
2*2022
Green Marketing - Empirische Erkenntnisse zur Konsumentenwahrnehmung von Ökologie-orientierten Repositionierungsversuchen etablierter Marken
A Hesse
Wissenschaftliche Schriften des Fachbereichs Wirtschaftswissenschaften der …, 2022
22022
Employees as Corporate Influencers and Co-creators of Brand Meaning
A Hesse, HJ Schmidt
transfer - Zeitschrift für Kommunikation und Markenmanagement 68 (4), 32-37, 2022
12022
Personalführung im Zeitalter der Digitalisierung–Brauchen Manager einen neuen Führungsstil?
A Hesse, MR Diehl
Die Zukunft des Personalmanagements: Herausforderungen, Lösungsansätze und …, 2017
12017
Markenkommunikation und Werbung im Metaverse – Immersion und Interaktion in Advergames und Adverworlds
A Hesse
PraxisWissen Marketing - German Journal of Marketing, 77-89, 2023
2023
Effects of Sustainable Marketing on Fast Fashion Shoppers’ Perception and Behavioral Inertia
A Hesse, J Rundau
Journal of Sustainable Marketing 1 (21), 2023
2023
Demarketing
A Hesse
Springer Books, 138, 2023
2023
Der Anlass bestimmt das Format - Situative Mehrwerte digitaler In-Store-Anwendungen
A Hesse, M Esser
Marketing Review St. Gallen, 20-26, 2022
2022
When Brand Images Act like a Burden in Radical Transformation – How to Overcome Barriers of Greening Established Brands
A Hesse
15th Global Brand Conference, Sheffield, UK, 2022
2022
Retailers’ Branding and Digital Maturity: Empirical Comparison of Selected South African and German Markets
P Steenkamp, A Hesse, VV Mugobo
BP International, 2021
2021
Cross-Cultural Differences and Similarities in Retailers’ Branding and Digital Maturity: A Cross-Border Case Study
A Hesse, P Steenkamp, HJ Schmidt, V Mugobo
Anthropological Approaches to Understanding Consumption Patterns and …, 2020
2020
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