Natalia Maehle

Natalia Maehle
Høgskulen på Vestlandet | HVL · Mohn Centre for Innovation and Regional Development

PhD

About

31
Publications
21,268
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665
Citations

Publications

Publications (31)
Article
Cleantech projects can significantly contribute to the reduction of greenhouse gas emissions globally. However, they often lack investments from the conventional finance sector. Crowdfunding represents an alternative for financing cleantech projects. By using a Qualitative Comparative Analysis, this paper explores the combinational effect of the si...
Article
Given the importance of mass media in forming consumer attitudes, exploring the main trends in the media discourse on sustainability is of great interest to businesses, policymakers and researchers. This study investigates the discourse on sustainable consumption in major national newspapers in four European countries (Germany, Italy, Norway and Ro...
Article
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To address climate change, health, and food-related challenges at the international and regional level, policy makers and researchers are starting to acknowledge the importance of building and developing sustainable food systems (SFSs). This study aims to discuss the drivers of, barriers to, and policy recommendations for developing sustainable foo...
Article
This study investigates which climate change frames environmental entrepreneurs can employ in their project descriptions while seeking crowdfunding on online platforms. An explorative analysis of 58 climate change mitigation projects was conducted in four countries with different degrees of maturity of crowdfunding market. The following climate cha...
Chapter
The current chapter addresses the development of craft beer industry in Norway, with special focus on sustainable brewing practices. From being a niche industry with few players at the beginning of the 2000s, the craft beer industry in Norway has seen huge growth in recent years due to the major shifts in the preferences of the Norwegian beer consu...
Chapter
This chapter provides strategical implications and recommendations for the beer sector based on the main findings developed in this book. It discusses possible future developments for the sector in the global perspective.
Article
Curiosity has a powerful influence on consumer behaviour, and previous research has tended to focus on how curiosity affects the desire to obtain curiosity-relevant, unknown information. Yet an interesting question, which was the focus of the present research, concerns the effect of incidental curiosity on intention to obtain curiosity-irrelevant,...
Chapter
Full-text available
The chapter focuses on using crowdfunding for financing sustainable projects, that is projects aiming to extend their goal beyond market success and provide benefit to the larger part of society. The chapter discusses the definition and dimensions of sustainable development and sustainable entrepreneurship and provides an overview of the existing l...
Chapter
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Cultural production has stood at the forefront of crowdfunding adoption representing some of the first crowdfunding campaigns on record. This development emerged as part of comprehensive value chain reconfigurations in the cultural sector, which were triggered by the advent of digitalization on the one hand and the downsizing in public funds on the...
Article
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Advances in technologies (e.g. smartphones, wearables) have resulted in the concept of ‘self-tracking’, and the use of self-tracking technologies in physical activity (i.e. fitness tracking) is on the rise. For example, many people track and monitor their fitness-related metrics (e.g. steps walked, distance ran, and calories burned) to change their...
Article
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Despite the increasing use of self‐tracking technologies, surprisingly little empirical research has examined the effect of self‐tracking in effortful activities on consumers' task experience. Accordingly, the present research examined the moderating role of gender in the effect of self‐tracking in effortful activities on perceived competence and t...
Article
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Purpose – The editorial introduces the papers included in the special issue by highlighting their contributions to advancing crowdfunding research and identifying remaining gaps to be addressed in future research. Design/Methodology/Approach – A review of the papers included in the special issue supplemented by suggestions for future research. Fi...
Article
Purpose This paper explores the peculiarities of sustainable crowdfunding from the project perspective. The research question is: what are the distinctive features of sustainable crowdfunding, in terms of crowdfunding motivation, platform choice, crowdfunding costs and relationships with backers? Design/methodology/approach The current study follo...
Article
In consumer behaviour literature, there is a growing concern about the construct validity of brand personality. We extend this critique and introduce a new approach for the conceptualisation and measurement of human brand associations (HBA). A qualitative study of free associations to six brands in different categories and cultures reveals that bra...
Article
The role of firms in the process of regional renewal and path development is a somewhat neglected area in the existing literature. With few exceptions, the literature is mainly concerned with aggregated development paths. To cover this gap, the current study turns its attention to cross-industry innovation capability (CIIC) building in firms and di...
Article
Full-text available
Crowdsourcing—outsourcing a job to external contributors through an open call—has become an important part of innovation process and product development. However, many crowdsourcing initiatives fail due to low engagement and participation. In the current paper, we aim to explore how companies can employ gamification—game elements and design techniq...
Article
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Brand Selfies: Consumer Experiences and Marketplace Conversations Abstract Purpose – The current study explores the brand selfie phenomenon on two different levels. On the level of consumer brand experiences, we focus on how brand selfie practices add new features to brand experiences and consumer-brand relationships. On the level of marketplace...
Article
Purpose – The purpose of this paper is to identify the relative importance of four main attributes of food products for consumer’s choice. These are price, taste, environmental friendliness and healthfulness, tested across hedonic and utilitarian food products (milk and ice-cream). The weighting of attributes involved in food choices is a complex p...
Research
Full-text available
The rise of Web 2.0 technologies and social media has changed the company’s management practice concerning innovation processes and product development. As a result, firms have started shifting from the traditional business models of ‘closed service innovation’, where value is generated internally by the employees, towards ‘open service innovation’...
Article
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Advertising alliances are an effective shortcut to increase brand awareness and improve brand image. However, few studies have compared the effectiveness of advertising alliances with traditional (single-brand) advertising. Thus, this study focuses on a specific type of brand beliefs - namely, brand personality - and compares the ability of adverti...
Article
Full-text available
Global brands are faced with the challenge of conveying concepts that not only are consistent across borders but also resonate with consumers of different cultures. Building on prior research indicating that abstract brand concepts induce more favorable consumer responses than functional attributes, the authors introduce a generalizable and robust...
Article
Brand personality (human-like characteristics of a brand) has been a popular topic in the marketing literature for over 50 years. However, there is a lack of consumer-focused studies investigating what factors shape perceptions of brand personality. To address this gap, the purpose of the current study is to understand how consumers form their perc...
Article
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The paper examines the significance of various aspects of consumers' perception of a collective label as predictors for consumers' intention to buy the labelled item and willingness to pay (WTP) for the label. The online survey was based on random sampling from a panel consisting of 46,000 people who had previously agreed to serve as online consume...
Article
Full-text available
Since Aaker's (1997) seminal article, in which a general measurement scale of brand personality was developed and tested, research on brand personality has burgeoned. However, there are still important gaps in the literature. The primary focus of previous studies has been either on understanding the effects of brand personality or on measurement is...
Article
Full-text available
Purpose - The purpose of the current research paper is to uncover the relations between brand and human personality by identifying brand preferences of consumers with different personality types.Design/methodology/approach - Based on the existing literature, we suggest fifteen propositions linking Ekelund’s (Ekelund, 1997; Ekelund and Langvik, 2008...

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Projects

Project (1)
Project
SUSCHOICE is an ERA-Net SUSFOOD2 research project under Topic 3 “Understanding consumer behavior and food choices”. This project investigates the determinants of sustainable food and drink choices among European young adults. It seeks to understand how young consumers’ attitude, and willingness to pay, towards sustainable food and drink can be translated into an actual choice in their everyday life. SUSCHOICE intends to provide policy makers and food and drink companies with recommendations for promoting sustainable food and drink production practices and consumption choices in Europe. It is a transnational project that includes 5 research teams from 5 different European countries: Germany, Italy, Norway, Romania and Sweden. The research activities started on 1st September 2018 and will end on 31st August 2021. The universities taking part in the project are: - Department of Business Administration, University of Verona (Italy) (coordinator); - Western Norway University of Applied Sciences, Mohn Centre for Innovation and Regional Development (Norway); - Faculty of Economics and Management, Lund University (Sweden); - Department of Business Administration and Market Research, Geisenheim University (Germany); - Department of Agrifood and Environmental Economics, Bucharest University of Economic Studies (Romania). SUSCHOICE is part of the ERA-Net SUSFOOD2 with funding provided by national sources (MIUR-Italy, RCN-Norway, FORMAS-Sweden, PM-BLE-Germany and UEFISCDI-Romania) and co-funding by the European Union’s Horizon 2020 research and innovation programme.