Univ.-Prof. Dr. Hanna Schramm-Klein

The Impact of Rural and Urban Advertising and Brand Context on Attitude Towards the Brand

Online retailing across e-channels and e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce environment

Marketing im Kontext verletzlicher Verbraucher

Is it human? The role of anthropomorphism as a driver for the successful acceptance of digital voice assistants

What helps children resist distracting marketing stimuli? Implementation intentions and restrictions alter food choice

Differences and similarities in motivation for offline and online eSports event consumption

The Impact of Consumer Self-regulation in Grocery Shopping on Subsequent Consumption of Healthy and Unhealthy Food

Alexa, are you human? Investigating the anthropomorphism of digital voice assistants - A qualitative approach

Is renting the new buying? A quantitative investigation of the determinants of the rental-commerce intention

Differences and similarities in motivation for offline and online eSports event consumption

The influence of technology infusion on customers’ information disclosure behaviour within the frontline service encounter

City-Marketing vor dem Hintergrund von Leerständen in den Innenstädten