New Publications
16 July 2018
Recently, two papers from our research group have been accepted and published in leading academic journals.
In their paper "The Role of the Partner Brand’s Social Media Power in Brand Alliances", Ann-Kristin Kupfer, Nora Pähler vor der Holte, Raoul Kübler, and Thorsten Hennig-Thurau (all University of Münster) shed light on brand alliances in social media. This paper has been published in a recent issue of the Journal of Marketing.
The authors developed a conceptual model to alight the influence of social media power of partner brands on the overall brand alliance success. Hereby they emphasize that the value of a partner's social media power not just depends on the number of followers but also on the actual activity. Furthermore, their conceptual framework gives insights where adjustments need to be made to increase the outcome.
Another paper was joint work by Ann-Kristin Kupfer and Thorsten Hennig-Thurau (both University of Münster) and our international fellows Mark Houston (Texas Christian University) and Martin Spann (Ludwig-Maximilians-University Munich). Here, they give insights into the phenomenon of "Pre-Release Consumer Product Buzz" (PRCB). The paper has been published by the Journal of Academy of Marketing Science.
Pre-release consumer buzz (PRCB) is not just a synonym for word of mouth. It can be defined as the sum of all expression by consumers for an upcoming product. The authors discovered three different types of behavior ((communication, search, and participation in experiential activities) and two dimensions of PRCB. To use such a framework, they recommend tracking PRCB, collecting data with proxies and to doing it constantly instead of just once.
Kupfer, Ann-Kristin, Nora Pähler
Houston, Mark, Ann-Kristin Kupfer, Thorsten Hennig-Thurau, and Martin Spann (2018): Pre-Release Consumer Product Buzz, Journal of the Academy of Marketing Science, 46 (2), 338–360