Felicitas Morhart

Felicitas Morhart
University of Lausanne | UNIL ·  Département de marketing (DMK)

PhD

About

46
Publications
15,388
Reads
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1,307
Citations
Citations since 2017
4 Research Items
1026 Citations
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2017201820192020202120222023050100150200
2017201820192020202120222023050100150200
Introduction
Skills and Expertise

Publications

Publications (46)
Article
Full-text available
This paper explores the potential negative side-effects of the sustainability movement in societies with large segments of materialistic consumers. Across three studies, there is evidence that a conflict between materialistic and green value profiles can arise in consumers. When it arises, it seems to be related to diminished well-being. Study 1 sh...
Article
This paper examines the role of calculative practices in the creation of the Charlie Chaplin museum, a multiparty cultural project with the mission to 'bring back' the great entertainer in an 'authentic' and commercially viable way. As with many other cultural organizations, there are multiple parties with competing and even conflicting objectives,...
Article
This paper examines the role of calculative practices in the creation of the Charlie Chaplin museum, a multiparty cultural project with the mission to ‘bring back’ the great entertainer in an ‘authentic’ and commercially viable way. As with many other cultural organizations, there are multiple parties with competing and even conflicting objectives,...
Chapter
Dieser Beitrag erörtert wie Führungskräfte ihre Mitarbeiter zu markenorientiertem Verhalten motivieren können, im Sinne von sowohl markenstützendem Intra-Rollen Verhalten als auch von markenstärkendem Extra-Rollen Verhalten. Im Hinblick darauf erweist sich ein Führungskonzept als geeignet, das Elemente eines transaktionalen Führungsstils mit denen...
Chapter
Konsumenten suchen mehr denn je nach authentischen Konsumerlebnissen. Es verwundert deshalb nicht, dass kaum eine Marke heute nicht propagiert „authentisch“ zu sein. Aber was bedeutet Markenauthentizität genau in den Augen der Kunden? Dieser Beitrag liefert Erkenntnisse darüber, weshalb das Konzept Markenauthentizität heute wichtig ist, was es gena...
Research
This paper examines the role of calculative practices in the creation of the Charlie Chaplin museum, a multiparty cultural project with the mission to ‘bring back’ the great entertainer in an ‘authentic’ and commercially viable way. As with many other cultural organizations, there are multiple parties with competing and even conflicting objectives,...
Article
Sharing instead of buying is regaining traction among today's consumers. This study aims at identifying segments of sharing consumers to unearth potentially viable clusters of a consumer behavior that is a market of growing economic relevance. By means of a qualitative study and a survey with a roughly representative sample of 1121 Swiss‐German and...
Article
Although brand authenticity is gaining increasing interest in consumer behavior research and managerial practice, literature on its measurement and contribution to branding theory is still limited. This article develops an integrative framework of the concept of brand authenticity and reports the development and validation of a scale measuring cons...
Conference Paper
Full-text available
By means of a multi-sited multi-method ethnography of CouchSurfing.org, this study explores what motivates consumers to share their homes with strangers. Our findings suggest that participation is best understood by focusing on experience sharing and identify four types of experiential capital as sources of self-enhancement.
Article
How can managers elicit brand-building behaviors on the part of frontline employees? When comparing brand-specific “transactional” and “transformational” leadership styles, the latter clearly outperforms the former. Transactional leaders influence followers through a process of compliance, leading to increased turnover intentions and a decr...
Article
Purpose This paper presents an inter‐institutional collaboration project. The project's goal was to develop a new teaching program that fosters pre‐university innovation and entrepreneurship education. The purpose of this paper is to derive implications for future inter‐institutional collaborations. Design/methodology/approach The development and...
Article
This publication contains reprint articles for which IEEE does not hold copyright. Full text is not available on IEEE Xplore for these articles.
Article
Research can provide heartwarming experiences which uplift researchers and participants, providing occasions for personal growth and change . Our article makes this case and illustrates heartwarming research experiences using examples from our own research.
Article
Stellen Sie sich vor, Sie rufen als Kunde bei „Krombacher“ an und geraten an eine Dame, die Ihnen ruhig und sachlich Ihre Frage beantwortet. Nicht weiter verwunderlich, denken Sie? Laut einer aktuell veröffentlichten Untersuchung zum markenkonformen Verhalten in Kundentelefonaten wäre das jedoch nicht „on-brand“, also markenadäquat, weil das sprach...
Article
Full-text available
Markenadäquates Mitarbeiterverhalten ist im Rahmen der Forschung zur internen Marken-führung sowohl theoretisch als auch anhand zahlreicher Fallstudien eingehend untersucht worden. Dieser Artikel befasst sich mit dem verbalen Mitarbeiterverhalten in telefoni-schen Kundenkontakten. Im Rahmen einer experimentellen Untersuchung mit fiktiven Kundentele...
Article
Full-text available
This article reports two studies on how managers can elicit brand-building behavior from frontline employees. Study 1 examines the mechanisms by which brand-specific transactional and transformational leadership influence employees' brand-building behavior. The results from a survey of 269 customer-contact employees show that brand-specific transac...
Article
Mitarbeiter spielen für den Markenerfolg eines Unternehmens eine zentrale Rolle. Sie sind es, die die Marke nach außen hin verkörpern und durch ihr Verhalten an den Kundenkontaktpunkten das Markenerlebnis der Kunden wesentlich prägen (Berry 2000; Hartline et al. 2000). Die Relevanz markenorientierten Mitarbeiterverhaltens – des so genannten Brand B...
Article
Full-text available
Collecting highly private data from consumers with nonapparent or even hidden characteristics, such as homosexuals, is difficult for two reasons: First, the resulting data sets are rather small and nonrepresentative due to reachability and nonresponse problems. Second, data quality is often unsatisfying, for example, due to social desirability prob...
Article
Purpose – The purpose of this paper is to outline a set of principles which enable companies and managers to effectively handle people as a resource and allow them to turn teams into high performance teams. Design/methodology/approach – The Alinghi sailing team's approach to establishing and managing a high performance team was explored by means o...
Article
Full-text available
In dienstleistungsintensiven Branchen ist das Mitarbeiterverhalten nicht nur zentral für die Qualitätseinschätzung, sondern auch für die Wahrnehmung der gesamten Markenidentität durch die Kunden. Ein solches «Behavioral Branding» ­ worunter alle Massnahmen fallen, die den Aufbau und die Pflege von Marken durch zielgerichtetes Verhalten und persönli...

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