Michael Proksch

Michael Proksch
Independent Researcher

PhD

About

6
Publications
1,773
Reads
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103
Citations

Publications

Publications (6)
Article
Full-text available
The proliferation of social media resulted in less control over who shares brand content. While brand content sharing by micro-influencers is sought by many firms, the effects of such an activity on brands’ personality remains unknown. This study combined context effects and schema theories to demonstrate that assimilation occurs for novice brands,...
Article
Full-text available
Purpose Currently, it is assumed that understanding of advertisements’ persuasive intent represents the sole factor that children consider during decision-making, which overlooks the role of intrinsic product cues (taste or healthiness) and more complex interaction between the latter and the perceived persuasive intent. Design/methodology/approac...
Conference Paper
Purpose: To investigate the potential of a brand ambassador, who is the designer or maker of a product, to influence feelings of attachment towards the brand through unscripted co-created brand related events. Design/methodology/approach: Contrary to using paid endorsers via traditional advertising or other forms of promotion, consumers and ambassa...
Article
Full-text available
Focusing on the motivational processes underlying consumer attachments to brands, this research examines how competence enhancement and anticipated emotion (anxiety and joy) contribute to attachment. Personal attachment style (attachment anxiety) and type of motivation (intrinsic vs. extrinsic) are included as individual differences. Employing two...
Article
This research investigates the formation of consumer attachments to brands contingent upon their attachment anxiety and security. An experiment utilizes a consumer sample and real brands across four product categories (apparel, body care, consumer electronics, and soft drinks) to test the relations between consumer–brand identification and brand at...

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