Nicht verfügbar Urheberrecht: © Floris Groteclaes

Person

Dr. rer. pol.

Svenja Gerecht

Marketing (MAR)

Alumnus

Adresse

Gebäude: 3011

Raum: 415

Kackertstraße 7

52072 Aachen

 

Forschungsinteressen

  • Auswirkungen von Imperfektion auf Einstellung und Verhalten gegenüber Marken und Produkten
  • Anthropomorphisierung
  • Branding/Brand Management
  • Interkulturelles Marketing

Publikationen & Konferenzen

  • Gerecht, S. & Wentzel, D. (2022): “Love You(,) Bunches!? - How the Use of Basic Emotions in Point-of-Sale Communication Drives Consumers' Choice of Imperfect Produce”, Proceedings of the 2022 AMA Winter Academic Conference, Track Consumer Behavior, Las Vegas, NV.
  • Hünies, S. & Wentzel, D. (2021): “Let's go(,) bananas! - How emotionalized humanization increases consumers' liking of imperfect food produce”, Proceedings of the 2021 AMA Summer Academic Conference, Track Consumer Behavior, Boston, MA.
  • Hünies, S. & Wentzel, D. (2021): "Don’t Trash These Tiny Treasures! – How Humanization and Tailored Communication Enhance Consumers’ Liking of Visually Imperfect Produce", Proceedings of the European Marketing Academy, 50th, (92633).
  • Hünies, S. & Wentzel, D. (2021): “Brand or Blemish? – How Anthropomorphization and Tailored Communication Enhance Consumers’ Liking of Visually Imperfect Produce”, Proceedings of the 2021 AMA Winter Academic Conference, Track Advertising, Promotion and Marketing Communications, St. Pete Beach, Florida.
  • Hünies, S. & Wentzel, D. (2020): "Perfectly Imperfect – The Moderating Role of Product Type and Power Distance Beliefs in Consumers’ Evaluation of Brands Using Atypical Endorsers", Proceedings of the European Marketing Academy, 11th, (83364).
  • Hünies, S. & Wentzel, D. (2020): "Perfectly Imperfect – The Moderating Role of Product Type and Power Distance Beliefs in Consumers’ Evaluation of Brands Using Atypical Endorsers", Proceedings of the European Marketing Academy, 49th, (63644).