Dr. Andreas Hesse

Dr. Andreas Hesse
Hochschule Koblenz | HS-KOBLENZ · Department of Business Sciences

Professor

About

24
Publications
11,608
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
62
Citations
Introduction
After an intensive 17-year career and broad multifunctional experiences in leadership functions in the German telecommunication industry I started my academic career in summer 2015. After my graduation as a PhD (Dr. rer. pol.) in 2018, I was appointed in June 2019 as a Professor for Business Administration and Marketing at Koblenz, University of Applied Sciences. My research focus is on digital commerce and green marketing activties.
Additional affiliations
June 2019 - present
Hochschule Koblenz
Position
  • Professor
Description
  • Appointment as a Professor on June 24th, 2019
March 2016 - May 2019
Hochschule Koblenz
Position
  • Lecturer
October 2015 - present
Hochschule Koblenz
Position
  • Lecturer

Publications

Publications (24)
Article
Purpose Though employees are important stakeholders of a brand, their role in building brand equity has long been neglected. This study aims to deepen the understanding of employees’ brand co-creation efforts and their contribution to employee-based brand equity (EBBE). Design/methodology/approach The study analyses implicit and explicit communica...
Article
Full-text available
We aim for a deeper understanding of how the theory of green brand extension is effectively used in brand management practice. Therefore, we conducted three consecutive studies to unfold corporate activities as well as consumer perceptions. (1) Employing a qualitative content analysis, we explore and explicate characteristics of 37 green brand exte...
Article
Building on social distancing theories, we present how brands use social media content involving COVID-19 and how consumers respond to it. Drawing from the literature on social marketing, societal marketing, corporate social responsibility (CSR), brand activism, and crisis communication, we theoretically classify branded COVID-19 content in social...
Article
Full-text available
Fast, trendy and sustainable? Sustainability as a pace and driver in the marketing of fast fashion brands sounds contradictory at first. Based on a content analysis of twenty fast fashion brands that are active on the German market, we present characteristics of how fast fashion brands use sustainability marketing and in which frequencies such acti...
Article
Full-text available
Although demarketing has a history of close to 50 years, it has not lost its unconventionality and otherness. Commercially-intended green demarketing promoting pro-environmental preservation is gaining scholarly attention amid a surge in green marketing activities and the incidences of greenwashing. Companies are constantly under suspicion of not b...
Article
Research on the internal anchorage of a brand constitutes an important building block of the brand management discipline. Considering this, the increasing importance of a positive overall brand experience along all brand touch points has resulted in a parallel increase in the importance of how employees can live the brand. Corporate influencers, an...
Article
Full-text available
Sports sponsorship and influencer marketing build on the exchange of money and communication output. The latter has gained relevance in sports since athletes have established great reach on social media platforms. At the same time, recipients of brand communication report skepticism and express to be bothered by commercial messages. The authors arg...
Chapter
Digital disruption is not something that may happen in the future; it is currently happening and impacting all types of businesses, including retail. This chapter reflects cross-cultural similarities and differences. German and South African consumers increasingly use the internet to look for product information and to purchase online products and...
Article
Full-text available
This study examines how institutional logics interplay in a cross-sector social partnership that manages refugee integration in a rural district in Germany. In an inductive 15-month case study that drew on interviews and observations, we observe the dynamic materialization of institutional logics in day-to-day practices and an increasing contradict...
Book
Im Litello-Book Management Basics werden die Grundlagen der Betriebswirtschaftslehre anhand zahlreicher Praxisbeispiele veranschaulicht. Eine Besonderheit ist, dass sich das Buch dabei entlang des Lebenszyklus von Unternehmen gliedert. Das Verständnis für die Themen wird durch den zusätzlichen Einsatz von Videos sowie Quizzes unterstützt. Zusammen...
Book
Das Buch beschäftigt sich mit dem Strukturwandel im Einzelhandel in Deutschland, mit Fokus auf den lokal-stationären inhabergeführten Einzelhandel in mittelgroßen und kleinen Städten. Auf der Grundlage einer Literaturanalyse der Veränderungen von Handelsstrukturen, der kundenseitigen Veränderungen sowie ausgewählter technologischer und datenbasiert...
Conference Paper
The increasing importance of the retailer brands and of retailer’s digital maturity are of highest importance for retailers of all sizes and within all retail sectors. The purpose of our study is to better understand different stages of digital maturation and different shapes of retailer brand management. By conducting a cross-country analysis of h...
Conference Paper
Under the perspective of this paper, the term brand ambassador is used for an employee who acts in the name of the brand and positively influences its perception among stakeholders. Specifically, the study focusses on communication patterns of brand ambassadors which they display in Social Media, in the case at hand an enterprise social software pl...
Article
Die Markenliteratur betont immer wieder die hohe Bedeutung des Internal Branding. Neben Beiträgen zur Relevanz und Wirkung interner Markenverankerung wurden in der Literatur auch vieler ihrer Instrumente diskutiert. Ein immer wieder genanntes, aber bisher kaum analysiertes Instrument sind Markenbotschafterprogramme, die sich durch einen lateralen K...
Conference Paper
Full-text available
Digitalization brings about great challenges for leaders of business organizations who now have to deal with disruptive changes on the commercial landscape, with data-driven decision making, as well as with new ways of crowd-based working; and with a workforce with ubiquitous access to information and establishing new ways of communication. In this...
Chapter
Digitalisierung verändert nicht nur den beruflichen Alltag, sondern auch die Ansprüche verschiedener Gruppen an die Unternehmen. Besonders Kunden und Mitarbeitende zeigen neue, von Digitalisierung geprägte Verhaltensweisen. Das Kommunikationsverhalten jüngerer Mitarbeitender ist geprägt von einer durchgehenden Verbindung zum Internet und damit dem...

Network

Cited By

Projects

Project (1)