Browsing Wirtschaftswissenschaftliche Fakultät by Author "Langner, Sascha"

Browsing Wirtschaftswissenschaftliche Fakultät by Author "Langner, Sascha"

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  • Do Millennials read books or blogs? Introducing a media usage typology of the internet generation 
    Kilian, Thomas; Hennigs, Nadine; Langner, Sascha (Bingley : Emerald Group Publishing Ltd., 2012)
    Purpose: Millennials, the Net Generation, and digital natives all represent the same, fervently discussed phenomenon, especially in the education sciences. As the terms suggest, the main idea behind this phenomenon is that ...
  • The green brand: Explicit and implicit framing effects of ecolabelling on brand knowledge 
    Schmidt, Steffen; Langner, Sascha; Hennigs, Nadine; Wiedmann, Klaus-Peter; Karampournioti, Evmorfia; Lischka, Gesa (Abingdon : Cogent OA, 2017)
    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 ...
  • Social persuasion: Targeting social identities through social influencers 
    Langner, Sascha; Hennigs, Nadine; Wiedmann, Klaus-Peter (Bingley : Emerald Group Publishing Ltd., 2013)
    Purpose: Buying behaviour can be interpreted as a signal of social identity. For example, individuals may purchase specific cars to indicate their social status and income, or they may dress in particular ways to show their ...

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