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Fachbereich Wirtschaftswissenschaft: markstones Institute of Marketing, Branding & Technology

Prof. Dr. Kristina Klein

Konsumentenverhalten

Kontakt:

Max-von-Laue-Str. 1
28359 Bremen
WIWI 2 Geb?ude, Raum F3210

Telefon: +49 (0)421 218-66970
kkleinprotect me ?!uni-bremenprotect me ?!.de

 

Publikationen

a) Ver?ffentlichte Arbeiten in Zeitschriften mit Peer-Review-Verfahren

  1. Bekk, Magdalena, René Eppmann, Kristina Klein und Franziska V?lckner (2022), All that glitters is not gold: An Investigation into the Undesired Effects of Gamification and How to Mitigate them through Gamification Design, International Journal of Research in Marketing, Volume 39, Issue 4, December 2022, Pages 1059-1081 https://doi.org/10.1016/j.ijresmar.2022.03.002.

  2. Karagür, Zeynep, Jan-Michael Becker, Kristina Klein und Alexander Edeling (2021), How, Why, and When Disclosure Matters for Influencer Marketing, International Journal of Research in Marketing, https://authors.elsevier.com/sd/article/S0167-8116(21)00073-2 , Volume 39, Issue 2, June 2022, Pages 313-335

  3. Klein, Kristina, Valentyna Melnyk und Franziska V?lckner (2021), Effects of Background Music on Evaluations of Visual Images, Psychology & Marketing, forthcoming (https://onlinelibrary.wiley.com/doi/10.1002/mar.21588).
  4. Küpper, Denise, Kristina Klein und Franziska V?lckner (2019). Gamifying employer branding: An integrating framework and research propositions for a new HRM approach in the digitized economy. Human Resource Management Review.
  5. Klein, Kristina, Franziska V?lckner, Hérnan A. Bruno, Henrik Sattler und Pascal Bruno (2019). Brand Positioning Based on Brand Image–Country Image Fit. Marketing Science, (ahead of print; doi.org/10.1287/mksc.2019.1151).
  6. Eppmann, René, Magdalena Bekk und Kristina Klein (2018). Gameful Experience in Gamification (GAMEX): Construction and Validation of a New Scale, Journal of Interactive Marketing, 43(August), 98-115.
  7. Eppmann, René, Kristina Klein und Magdalena Bekk (2018). WTG (Way to Go)! How to Take Gamification Research in Marketing to the Next Level, Marketing ZFP - Journal of Research and Management, 40(4), 44-52.
  8. Klein, Kristina und Valentyna Melnyk (2016). Speaking to the Mind or the Heart: Effects of Matching Hedonic Versus Utilitarian Arguments and Products, Marketing Letters, 27(1), 131-142. 
  9. Theyson, Sven, Kristina Klein, Franziska V?lckner und Martin Spann (2013). Dual-Effect Based Market Segmentation and Price Optimization, Journal of Business Research, 66(4), 480-488. 
  10. Becker, Jan-Michael, Kristina Klein und Martin Wetzels (2012). Hierarchical Latent Variable Models in PLS-SEM: Guidelines for Using Reflective-Formative Type Models, Long Range Planning, 45(5-6), 359-394. 
  11. Melnyk, Valentyna, Kristina Klein und Franziska V?lckner (2012). The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries, Journal of Marketing, 76(6), 21-37.

b) Ver?ffentlichte Arbeiten in verdeckt-referierten Conference Proceedings

  1. Bosak, Olga, Maik Eisenbei? und Kristina Klein (2023). Can You Hear My Personality? A Conceptualization of a Brand Voice Based on Brand Personality. in: Proceedings of the 52nd Annual Conference of the European Marketing Academy, Odense, D?nemark.
  2. Gerdemann, Sophie, Tjark Virkus und Kristina Klein (2021). When Brands Get Political – The Role of Authenticity in Consumers’ Reactions toward Brand Activism. in: Forum Markenforschung 2021 – Tagungsband zur Konferenz DERMARKENTAG.
  3. Klein, Kristina und Pascal Bruno (2021). Blurring Gender Lines: Assessing the Effect of Androgy-nous Models in Advertising. in: Proceedings of the 50th Online Annual Conference of the European Marketing Academy, Madrid, Spanien.
  4. Klein, Kristina und Jan-Michael Becker (2019). Micro, Macro or Celebrity? The Differential Effects of Influencer Types on Consumers’ Source Credibility Perceptions and Purchase Intentions. in: Pro-ceedings of the 48th Annual Conference of the European Marketing Academy, Hamburg, Deutschland
  5. Küpper, Denise, Kristina Klein und Franziska V?lckner (2018). The Impact of Serious Games on Companies’ Employer Brand Equity. in: Proceedings of the 47th Annual Conference of the European Marketing Academy, Glasgow, Schottland
  6. Grube, Anton, Tobias Dehling, Kristina Klein und Ali Sunyaev (2018). Promoting Use of Patient-Centered Health IT: Assessment and Ranking of Incentive Mechanisms. in: Proceedings of the 51th Hawaii International Conference on System Sciences (HICSS 2018), Hawaii, USA.
  7. Klein, Kristina und Timo Mandler (2017). Local versus International Brands: Different Routes to Success? in: Proceedings of the 2017 AMA Summer Conference, San Francisco, USA.
  8. Klein, Kristina und Theresa Groh (2016). Innovative Recruiting Tools: Are Serious Games Useful to Attract Digital Natives of the Millennial Generation?, in: Proceedings of the 2016 AMA Winter Conference, Las Vegas, USA.
  9. Eppmann, René, Magdalena Bekk, Kristina Klein und Franziska V?lckner (2016). Understanding the Effects of Gamification on Product Recognition and Purchases, in: Proceedings of the 45th Annual Conference of the European Marketing Academy, Oslo, Norwegen.
  10. Klein, Kristina und Theresa Groh (2015). Serious Games as Recruiting Tool for the Millennial Generation, in: Proceedings of the 44th Annual Conference of the European Marketing Academy, L?wen, Belgien.
  11. Klein, Kristina, Marc Fischer, Dirk Sliwka und Franziska V?lckner (2013). The Employer Brand Value Chain - How an Employer Brand Impacts Financial Value, in: Proceedings of the 42nd Annual Conference of the European Marketing Academy, Istanbul, Türkei.
  12. Klein, Kristina und Jan-Michael Becker (2012). What Makes a Company Attractive? Choose Your “Weapons“ Right in the “War for Talents“!, in: Proceedings of the 41st Annual Conference of the European Marketing Academy, Lissabon, Portugal.
  13. Bruno, Pascal, Kristina Klein, Franziska V?lckner und Henrik Sattler (2011). Survival of the Fittest - The Impact of Image-Based Brand-Country Fit on Global Branding, in: Proceedings of the 40th Annual Conference of the European Marketing Academy, Ljubljana, Slowenien.
  14. Klein, Kristina, Valentyna Melnyk und Franziska V?lckner (2010). What's in a Name? Asymmetry of Foreign Branding Effects in Hedonic Versus Utilitarian Product Categories, in: Proceedings of the Global Brand Management Conference, Istanbul, Türkei.
  15. Bruno, Pascal, Kristina Klein, Franziska V?lckner und Henrik Sattler (2010). The Impact of Image-Based Brand-Country Fit on Global Branding, in: Proceedings of the Global Brand Management Conference, Istanbul, Türkei.
  16. Klein, Kristina, Valentyna Melnyk und Franziska V?lckner (2010). What's in a Name? Asymmetry of Foreign Branding Effects in Hedonic Versus Utilitarian Product Categories, in: Proceedings of the 39th Annual Conference of the European Marketing Academy, Kopenhagen, D?nemark.

c) Posterpr?sentationen und weitere Ver?ffentlichungen

  1. Klein, Kristina (2023). Experimentelle Methoden in der Konsumentenverhaltensforschung. WiSt, Heft 10, 11-16.
  2. Klein, Kristina und Gloria Germroth (2023). Gamification – Ein Einblick in aktuelle Forschungsergebnisse. transfer – Zeitschrift für Kommunikation und Markenmanagement, 02/2023, 100-106.
  3. Burmann, Christoph, Kristina Klein, David Brüninghaus und Nico Meyer (2022). Nachhaltigkeit st?rken! Markenartikel, Ausgabe 10/2022, 58-62
  4. Eppmann, René, Magdalena Bekk, Kristina Klein und Franziska V?lckner (2015). Play with me! How Gamification Influences Customer-Based Brand Equity, Poster bei der 44th Annual Conference of the European Marketing Academy, L?wen, Belgien – Gewinner des Elsevier-Preises für das beste Poster.
  5. Eppmann, René, Magdalena Bekk, Kristina Klein und Franziska V?lckner (2014). Spiel mit mir! Wie Gamification Konsumentenverhalten beeinflussen kann, KOMPAKT (Marketing-Club K?ln/Bonn), 2.2014, 34-35.
  6. Klein, Kristina und Franziska V?lckner (2012). Das klingt gut!, Markenartikel, Ausgabe 11, 86-89.
  7. Klein, Kristina (2013). Kuckucksmarken (Interview), absatzwirtschaft, Heft 7-8.

d) Beitr?ge in Herausgeberb?nden

  1. Klein, Kristina und René Eppmann (2020). Spielbasiertes Marketing – Marketing weiterdenken mit Spielen und Spieldesign, in: Manfred Bruhn, Christoph Burmann, Manfred Kirchgeorg (Hrsg). Marketing Weiterdenken. Zukunftspfade für eine marktorientierte Unternehmensführung, 2. Auflage, Gabler Verlag: Wiesbaden.

  2. Klein, K., Eisenbeiss, M., Dulle, M., Taherparvar, N., Wiemann, M., Wiezorrek, J. (2022). Marketing in a Digital World. In: Hornuf, L. (eds) Diginomics Research Perspectives. Advanced Studies in Diginomics and Digitalization. Springer, Cham.

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