Klaus-Peter Wiedmann

Klaus-Peter Wiedmann
Leibniz Universität Hannover · Institute of Marketing und Management

Prof., PhD, MS

About

295
Publications
205,084
Reads
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5,255
Citations
Citations since 2016
99 Research Items
3853 Citations
20162017201820192020202120220200400600
20162017201820192020202120220200400600
20162017201820192020202120220200400600
20162017201820192020202120220200400600
Additional affiliations
August 1994 - August 2020
Leibniz Universität Hannover
Position
  • Professor (Full) - Director

Publications

Publications (295)
Article
Negative consumer emotions increasingly attract the attention of brand researchers and managers. Especially in today’s digital world, these emotions can cause considerable damage to a brand through widespread communication. A growing body of brand research has recently investigated negative emotions. However, most studies focus on brand hate, while...
Article
This work identifies the differences in the relevance of online endorsers’ physical attractiveness and expertise depending on whether an endorsed product is related to attractiveness. It provides a new perspective regarding the source-credibility model and explores unprecedented relationships. To date, many studies investigating online endorsers ha...
Article
Full-text available
Abstract Negative consumer emotions increasingly attract the attention of brand researchers and managers. Especially in today’s digital world, these emotions can cause considerable damage to a brand through widespread communication. A growing body of brand research has recently investigated negative emotions. However, most studies focus on brand ha...
Article
Full-text available
Smartphones have evolved to be among the most important objects in peoples’ daily lives. However, little knowledge exists on users’ relationships with smartphones. This study examines the user‐smartphone relationship from an attachment perspective. More specifically, the present research develops an understanding of the different faces of smartphon...
Chapter
The physical attractiveness of influencers is considered as one of their major success factors. However, in previous literature, attractiveness was considered as a unidimensional requirement, without regarding (potential) contingencies. This has left some research gaps and open questions: According to the attractiveness dimension of the famous Cial...
Article
Innovative foods often offer consumers an important contribution to their quality of life. Nevertheless, consumers often encounter technology-based food innovations with a certain degree of scepticism. To counteract this scepticism, information about the innovative product is often communicated. However, two elements must be taken into account to e...
Article
In this study, the researchers investigate the issue of social influencers as endorsers of healthy nutrition. This issue is highly underexplored and involves two aspects that might pose a special challenge: (1) overshadowing and (2) consumers’ lack of involvement in healthy nutrition. Based on an experiment that included 289 valid observations, the...
Chapter
This work aims to carve out differences on the success factors of social influencers in dependence of the consumers’ consumption goal (hedonic vs. utilitarian). Nowadays, influencers are employed in a wider variety of fields, notably even B2B marketing, where product choices may occur for pure utilitarian reasons. Hypotheses on the differing releva...
Chapter
The constant change in consumer lifestyle is also reflected in their eating habits, which is consequently leading to changes in the food industry (Romano et al. 2015). Consumers are increasingly demanding products that are less processed and free from ingredients that are perceived negatively in various ways, such as food additives (Aschemann-Witze...
Article
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Purpose: This paper examines in detail howthe use of storytellingwith parallax technology can influence the user experience (UX) in online shops as well as brand- and behavior-relevant variables. Furthermore, this study analyzes the causal relationships between UX, brand attitudes and brand-related behavioral intentions in terms of purchase intenti...
Article
In this study, we investigate how the attractiveness and gender of an influencer impact receivers’ reaction depends on the users’ own attractiveness and gender. In social media, these variables may play different roles for individuals in varying contexts. To analyse these issues, a survey including 374 observations was conducted and analysed throug...
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Full-text available
Many technological food innovations that offer desirable added value tend to be rejected by consumers. This study investigates explicit and implicit consumer acceptance and the role that information about innovative food products plays in consumer decision making. The results show that both explicit and implicit processes influence consumer accepta...
Article
Full-text available
Finding a fitting endorser has proven to be one of the most delicate and critical tasks of influencer marketing. This research explores the relevance of the congruency of the influencer personality with (1) brand personality and consumers' (2) actual/(3) ideal selves. Additionally, the (4) moderating role of involvement is considered, the impacts o...
Chapter
Social influencers have developed into an advertising medium whose importance may surpass the one of traditional advertising in near future. Communication through social influencers meets the needs of modern consumers through customization, perceived authenticity and interactivity. Given these benefits, it is crucial for brands to know the success...
Article
Purpose The importance of influencer marketing is constantly growing. However, little empirical research has examined influencers’ success requirements. This study aims to fill this gap by exploring whether the requirements of influencers’ attractiveness, expertise and trustworthiness are relevant for online influencer campaigns. An entry-level lux...
Article
There is a general lack of clarity regarding measurement of the self-brand congruity construct, which also calls for cross-national validation. Although previous evidence suggests a positive relationship between self-brand congruity and consumer brand associations (brand attachment), this relationship requires a deeper investigation. This study tes...
Article
Full-text available
In a spontaneous comparison, one might come to the conclusion that Savile Row shops sell real luxury, while on New Bond Street they simply sell expensive products. This conclusion includes reasons that can be understood by analyzing a typical traditional bespoke tailor shop with semiotic approaches. In our analysis, we applied Charles Peirce’s semi...
Chapter
Smartphones have become globally famous and change since their introduction to everyday life. The rapid rise in the use of smartphones, for instance, has significantly influenced consumer behavior. The resulting increase of smartphone usage in purchase-related situations, however, also yields negative consequences (e.g., consumer distress, decreasi...
Chapter
The issue of food waste has received increasing public and research attention in recent years. Food waste refers to food items ready for human consumption but not consumed. In contrast to food loss, which occurs in early parts of the supply chain, food waste occurs at the end of the food chain and generally relates to retailers’ and consumers’ beha...
Chapter
In summer 2018, Canadian Prime Minister Justin Trudeau called for “storytellers” to address the problem that he said was top priority for him these days: “the intransigence, polarization, unwillingness to listen to diverse points of view, and tribalism-run-amuck that afflicts society” (Alan Murray, Fortune CEO Daily 2018-09-11). Given such great ex...
Chapter
The importance of social influencer marketing as a means of brand communication is consistently growing. This is hardly surprising, as social influencers have the advantage to be generally perceived as authentic testimonials who can communicate in a customized way to the consumer target group. Certain social influencers can even attract a larger au...
Article
Innovations are an important part of the further advancement of societies in general as well as of companies in particular. Individuals can benefit from the advantages of innovations, while companies can maintain or increase their market share and profitability. However, especially in the food sector, scientific or technological innovations often e...
Article
Purpose Packaging represents an essential issue for marketers in terms of effectively communicating the product’s benefits, especially in the case of organic food products. Because of logistical advantages, rectangular packaging is frequently used for organic food products. However, the question arises whether packaging alignment may significantly...
Article
In the field of sensory marketing, implicit consumer information processing plays an important role because a large proportion of sensory stimuli is perceived unconsciously. Current consumer research calls for integrative models that consider both unconscious and conscious processes. This paper introduces the implicit sensory association test (ISAT...
Chapter
Um für ein nachhaltiges Corporate Brand Management (CBM) ein geeignetes Controlling-System aufbauen zu können, sollten nicht allein klassische Markenwertkonzepte Beachtung finden. Darüber hinaus bietet es sich vielmehr an, die Unternehmensreputation als eine übergreifende Gesamtzielgröße im Dienste der Steigerung und/oder Erhaltung des Unternehmens...
Chapter
Sustainability has been a key issue in public perception for many years. In this context, consumers commonly express their willingness to consume organic products (Honkanen et al., 2006). Surprisingly, to this day, a large number of consumer behavior studies in the context of environmental or sustainable shopping behavior points to significant gaps...
Chapter
The ever-growing number of products with similar qualities in combination with decreasing impacts of conventional marketing techniques has led to increasing difficulties for marketing practitioners to appeal to the consumer effectively. As a consequence, sensory marketing has recently gained growing popularity with respect to the ongoing search for...
Chapter
Research in sensory marketing provides evidence for the great potential of sensory imagery to create sensory consumer experiences. Especially in the context of food and beverage advertising, the targeted appeal of the senses through sensory imagery seems to be promising. However, there are still some research gaps relating to the concrete effect si...
Article
This paper addresses the relationship between brand logo symmetry and product design inferences. By relying on the theoretical concepts of consumer self-congruity and spillover effects, we propose that brand logo associations should be in congruence with the consumer's self-concept to have a positive effect on logo liking and, consequently, on prod...
Chapter
There is little research explaining how affective dispositions of fans such as love and hate toward an athlete or team can determine sport rivalry. In consumer research, the concept of love and hate are often investigated related to brands. In view of the fact that sport athletes and sport teams can be described and managed as brands, the concept o...
Article
Purpose Industrial markets are generally associated with objective decision-making in which rational and functional product benefits are central. Recently, however, subjective aspects of decision-making, such as visual appeal, are attracting research attention. The purpose of this paper is to examine, first, the effect of product color as a non-fun...
Article
Purpose Sensory perception is an important factor to understand and effectively appeal to consumers. As consumers process information consciously and subconsciously, both perception levels (explicit and implicit) are essential to investigate. This paper aims to analyze the effects of explicit and implicit sensory perception on brand experience and...
Article
Sports sponsorship is a core element of brand communication and one of the most effective and demanded tools in marketing. In the context of football, jersey sponsorship agreements dramatically increased over the last decade in terms of deal volume. Another current brand communication trend is the brand strategy of placing brands into entertainment...
Article
Research in sensory marketing provides evidence for the significant potential of sensory imagery to create sensory consumer experiences. Particularly in the context of food and beverage advertising, the targeted appeal of the senses through sensory imagery appears to be promising. However, research gaps remain concerning the concrete effect sizes o...
Chapter
Full-text available
Erlebnisorientiertes Markenmanagement und darin systematisch einbezogenes Eventmarketing bilden heute zweifellos eine wesentliche Voraussetzung, um nachhaltig Wettbewerbsvorteile erzielen zu können. Nicht zuletzt gut inszenierte Events bieten die Chance, Marken im Sinne eines erlebnisorientierten Marketings nachhaltig so zu inszenieren, dass sie in...
Article
Purpose Advertising is one of the most important components of food marketing. However, there is uncertainty over the optimal means of convincing consumers to buy a product. The purpose of this paper is to examine the effectiveness of advertising content comprising text (sensory, functional and symbolic messages) and pictures (product image) on fo...
Article
Sensory marketing is increasingly gaining importance as a promising approach to effectively appeal to consumers. To predict and monitor the success of sensory marketing activities, it is necessary to assess consumers’ perception of sensory cues. For this purpose, the authors present an exploratory effort to develop a holistic scale to measure consu...
Chapter
High expectations in neuroeconomics raised the hope of marketers that their (daily business) problems could be solved easily. In fact, neuroeconomics has provided considerable insights for marketing science and business practice concerning consumer decision making over the last two decades. However, tapping into customer’s black box of unconscious...
Chapter
Technological (r)evolutions of passenger cars regarding advanced driver assistance systems (ADAS), autonomous driving and connected in-vehicle infotainment systems (CIVIS) require the automotive industry respectively vehicle manufacturers to develop their traditional business models towards customer centric and mobility orientated service business...
Article
Responding to the global call for a “sustainable economy” requires meaningful insights into sustainabilityconscious consumers and their actual buying behaviors. Sustainable consumption is not an all-or-nothing phenomenon because it encompasses several distinct behavioral patterns and consumption types. Therefore, companies are well advised to recog...
Chapter
As automotive industry and automobiles are subject to incremental changes, customer’s evaluation of passenger vehicles also changes. Indeed, classic criteria such as engine performance have been paramount in consumer’s buying decision processes for decades, but additional technical systems and features such as advanced driver-assistance systems (AD...
Chapter
Packaging is one of the most powerful mediums for firms to appeal to the consumer because of its presence in the crucial moment of buying decision. Especially packaging form can be an effective instrument to stand out in the market. In particular in the food industry, representing a highly competitive market, packaging design represents an essentia...
Chapter
Advertising represents one of the most important means in marketing. However, there is often uncertainty about how to exploit advertising most effectively, for example, which content to set to convince the consumer best. This paper examines the influence of ad content on product evaluation in the context of food products. For ad content, we conside...
Chapter
Although brand logos are essential communication means for brand management, there is still little understanding of the effects of specific brand logo design elements regarding consumer perception. Brand logos are able to convey impressions about the brand itself but also about the products of a brand. With regard to this, this paper takes up a rel...
Chapter
The relentless progress in research and the resulting new food technologies enable a variety of innovations in the food sector. However, in general, consumers are often highly skeptical about new products and perceive great (consumption) risks when that innovative product has been produced and created by a more or less unfamiliar technology. An inc...
Chapter
During the last decades, consumers have become increasingly concerned about social and environmental issues and want the brands they use to reflect their concerns and aspirations for a better world. Ethical and environmental consumerism has become a mainstream phenomenon in contemporary consumer culture and consumers either reward or punish compani...
Chapter
To persuade people of new ideas, to set new values, and to change existing attitudes as well as deeply grounded behavioral habits actively challenge business corporations, nonprofits, and social entrepreneurs who are engaged in implementing social marketing or, e.g., especially sustainability marketing programs. At this point, the art of storytelli...
Chapter
Brands and companies are full of precious stories that need to be told. Therefore, businesses necessitate identifying the core elements and emotional heart of their individual story as a basis of their entire brand communication. Nevertheless, little is known about the underlying mechanisms of successful stories. Apart from the role of storytellers...
Chapter
Celebrity endorsement is a promising form of marketing communication. Verily, a celebrity endorsement can yield 30 times its costs. On the other hand, a failed celebrity endorsement can likewise cause financial damage: In 1989, PepsiCo had to withdraw its endorsement of pop diva Madonna due to substantial protest and calls for boycott. The loss has...
Chapter
The customer-perceived value (CPV) has been identified as one of the most important factors considering customer’s decision-making. The reason why people prefer specific brands over others is directly related to the perceived (and experienced) values of the considered brand. In the past, most research with regard to brand-related marketing issues r...
Article
In almost every product category, companies have incorporated the emergence of ethical and environmental consumerism into their business activities. Although ethical consumers are supposed to be concerned with a broad spectrum of ethical issues and demand that products and business practices meet their moral principles, a critical perspective suppo...
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Providing customers with unique and memorable experiences to establish a positive customer–brand relationship has become one of the key challenges for brand managers. Hence, approaches to experiential marketing that appeal to all senses have increasingly gained attention. However, little is known about how to design multisensory brand experiences t...
Article
Purpose The purpose of this paper is to assess the effectiveness of event-related sports sponsorship and ambushing activity using social media video advertising that aim to affect spectators’ implicit and explicit brand information processing. Design/methodology/approach A dual model of brand knowledge is used that considers the implicit and exp...
Article
The multisensory marketing approach is often associated with the creation of memorable consumer experiences. In contrast, the broad field of advertisement is increasingly struggling to appeal effectively to the consumer. Thus, the implementation of multisensory aspects in traditional advertisement activities might be promising. In the given context...
Chapter
Virtualisierung und Globalisierung lassen sich als zwei bedeutende Mega-Trends ausmachen. Sie verstärken sich wechselseitig und werden die Wirtschaft und Gesellschaft von morgen nachhaltig prägen. Dass dies auch Auswirkungen auf das Messewesen der Zukunft hat, steht außer Frage. Offen ist lediglich, in welcher konkreten Form, wie stark und wie schn...
Article
First of all, I want to say thank you to Charles Fombrun and Cees van Riel for establishing a great community of researchers and practitioners who have a stake in reputation management. I definitely have great memories as regards the first years of the “Reputation Institute Initiative” and especially my first attempts to present results of my work...
Chapter
The significant growth of luxury consumption in recent decades has been accompanied by a prevalence of pirated and counterfeited goods. Given that the market for counterfeits relies on consumers’ desire for real luxury brands, it is critical for researchers and marketers to understand the reasons why consumers buy genuine luxury brands, what they b...
Article
Experiences as the basis for value creation and competitive positioning are increasingly placed at the centre of marketing activities to create an emotional customer-brand relationship. Especially in the travel and tourism market, the demand for brand experiences becomes apparent and is reflected in a wide range of services ranging from transport a...
Article
Full-text available
An increasing number of brands rely on ecolabelling as associative branding strategy for communicating their sustainability performance. Specifically, associative branding aims to link a brand to an ecolabel to embed sustainability into brand knowledge to provide an added value for consumers. In this regard, the present study applies a combined mea...
Chapter
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The 21st century is believed to be the rise of the ethical consumer who is concerned about a broad spectrum of issues ranging from the environment and animal welfare to societal concerns, including human rights. Ethical and environmental consumerism is regarded as a mainstream phenomenon in contemporary consumer culture related to all product categ...
Chapter
Full-text available
In marketing in general and brand-related communication in particular, progress in neuroeconomics provided advanced tools to measure the impact of marketing activities and generated new findings and evidence for intuitive “gut knowledge” with reference to the performance of marketing activities. Consequently, high expectations in neuroeconomics gen...
Chapter
In both marketing research and business practice, the study of corporate brand reputation has gained growing interest. Especially, the highly dynamic and intense contentions in the various markets worldwide initialized a paradigm shift from physical competition, including tangible problem solutions and overall product quality, to a psychological co...
Chapter
Luxus ist ein inflationär verwendeter Begriff, dessen wahre Bedeutung und Werthaltigkeit nur selten erfasst wird. Angesichts vielfältiger Herausforderungen in einem sich ständig verändernden Marktumfeld stehen Manager von Luxusmarken vor der Aufgabe, die wahren Werte von Luxus in erfolgreiche Geschäftsmodelle zu übersetzen. Um jedoch eine „echte“ L...
Chapter
During recent years, the topic of consumer boycotts has gained growing interest in both marketing research and practice. Understood as strategic tools or techniques of expressing consumers’ disapproval of corporate products and behavior or with the change of corporate actions, anti-social company behaviour implies the risk of being targeted by cons...
Article
Experiences as the basis for value creation and competitive positioning are increasingly placed at the centre of marketing activities to create an emotional customer-brand relationship. Especially in the travel and tourism market, the demand for brand experiences becomes apparent and is reflected in a wide range of services ranging from transport a...
Article
In the tourism industry, consumers with sustainability attitudes are concerned about the environmental impact of their travel and are willing to pay higher prices for products that assure environmental responsibility. In particular the cruise industry – the fastest growing segment in the travel market – is confronted with increasing public pressure...
Chapter
Nowadays, the concept of sustainability is discussed in almost every product category. In this context, companies commit themselves to advancing good social, environmental, and animal-welfare practices in their business operations, including sustainable sourcing practices. Nevertheless, even if many companies in the global beauty care industry have...
Chapter
The paper analyses the phenomena of congruence between consumer, brand and store personality and its effect on attachment to brands in luxury sector at an international level. From a theoretical point of view, human personality, brand personality, store personality, congruence and attachment constructs are considered. From an empirical point of vie...
Chapter
As a consequence of the highly complex nature of wine as a product, a deeper understanding of the key drivers of consumer wine perception and consumption behavior is a major challenge for practitioners and researchers in the domain of wine marketing. The desire for and the consumption of wine seems to involve several dimensions of customer perceive...
Article
Full-text available
Storytelling has become an essential element of the business environment to deliver information, manage conflicts, support team building processes, and create emotional bonds with a company’s stakeholders. This article will explain how you can effectively adapt the storytelling approach from a consumer brand perception.
Chapter
Eine „gelungene“ Corporate Identity (CI) ist als zentraler Vermögenswert und zugleich als ein wichtiger strategischer Erfolgsfaktor zu begreifen. Aufbau und Pflege einer CI stellen hohe Anforderungen an die gesamte Unternehmensführung. Damit wird zugleich ein Orientierungsrahmen für eine marketingorientierte Kommunikationspolitik vorgegeben. Ein Er...
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Full-text available
The internet provides the informative potential for brand companies to display an actual brand report. The present work introduces and examines a systematic brand equity valuation based on an advanced and intelligent data analysis applied to data extracted from the internet. Specifically, the developed model approach convinces with a high predictiv...
Article
The art of positioning luxury brands within a frame of heritage myths has become increasingly important for marketing and management recently, for communicating luxury values from the perspective of a unique brand is a major task to distinguish companies and products within the field of luxury and to gain a strong individual identity. However, the...
Chapter
Sport sponsorship is supposed to be one of the most effective means in the marketing communication mix. In particular, sponsoring worldwide events such as the Olympic Games or the FIFA World Cup is of great interest for major brands such as Coca Cola in order to improve their global brand performance (e.g., brand equity). Although vast research has...
Article
Full-text available
Marketing Based on a comparison of data from Europe (Germany) and Asia (South Korea), the article empirically investigates the significant impact of psychological and context-related antecedents on counterfeit perception and counterfeit shopping behavior.
Conference Paper
[...] Though the interest for semiotic approaches increases, analyses often stay on the surface and hence their results remain rather tame. In our analysis, we applied the complex philosophy of Charles Peirce whose approach allows to classify signs so precisely that presented brand identities appear in a structured construct we call the molecule of...
Conference Paper
[...] In our research, we compiled traditional narratological approaches with modern ideas of screenwriting, archetype characters, and references to brand management. The compilation is eventually summed up in a concept allowing to create or advance stories with respect to the needs of both professional story design and marketing and management dem...
Chapter
Motivated by the success of major brands like Coca-Cola or Apple, marketing researchers continuously try to better measure consumers’ brand perception and behavior. The comprehensive analysis of a brand’s intangible value drivers is therefore one of the main subjects in brand research and brand management. Important question especially arise from t...
Chapter
High expectations in neuroeconomics raised the hope of marketers that their (daily business) problems could be solved easily. In fact, neuroeconomics has provided considerable insights for marketing science and business practice concerning consumer decision making over the last two decades. However, tapping into customer’s black box of unconscious...
Chapter
Along with the rising global appetite for luxury brands, luxury brand managers have to balance the tremendous demand for their goods in the global marketplace without threatening the key characteristics of exclusivity and uniqueness that are necessary preconditions of luxury. With respect to the serious challenges inherent in luxury brand managemen...
Chapter
The importance of understanding consumers’ perceptions of sustainable consumption is increasingly recognized in marketing and consumer research (Prothero et al. 2011). Sustainable consumption patterns have been extensively investigated over several decades by behavioral and social scientists (a review is given by Burgess et al. 2003). Even though t...
Chapter
Due to the ongoing trend of consumer empowerment, the open source movement is becoming increasingly important. Initially created as a counterpart to proprietary software engineering, open source networks exist today in many diverse areas, such as groupings of creatives, educational networks, or collaborative marketing communities. In particular, th...
Article
This article introduces the concept of sustainability-rooted anticonsumption (SRAC), which refers to consumers' anticonsumption practices of voluntary simplicity in living and, on a smaller level, collaborative consumption and boycotting with the goal of supporting sustainable economic development. The SRAC measurement approach is validated based o...