Oliver Schnittka
University of Southern Denmark
AdvertisingBusinessBrand awarenessPsychologyMarketingPolitical scienceConcept mapBrand equityPerceptionBrand communityEvent (relativity)Private labelService (business)Brand imagePublic relationsComputer scienceVisitor patternSocial mediaBrand managementSocial psychologyRelevance (information retrieval)
67Publications
9H-index
255Citations
Publications 64
Newest
#1Jan-Frederik Gräve (UHH: University of Hamburg)H-Index: 5
#2Oliver Schnittka (University of Southern Denmark)H-Index: 9
Last. Carolin Haiduk (UHH: University of Hamburg)
view all 3 authors...
Research on advertising endorsements offers only limited knowledge about noncelebrity endorsements. Different types of noncelebrity endorsers (i.e., customer versus employee), however, could have distinct influences on advertising effectiveness, which is of great managerial interest in optimizing endorser usage. This article indicates that the stated relation is mediated, both positively (advertisement empathy) and negatively (inferences of manipulative intent), resulting in two opposing effects...
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Abstract Visitor attractions (VAs) are very important factors in choosing a tourist destination and have tremendous economic impact, resulting in VAs’ increasing numbers and higher competition. To achieve competitive advantages and positive economic effects for destinations and VAs, research evidence is needed regarding beneficial and operable VA success drivers. Research considers visitor satisfaction (VS) as the key to success. Despite the high managerial relevance of VS drivers, no integrativ...
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#1Lea Susanne Susanne Faerber (HSBA Hamburg School of Business Administration)H-Index: 2
#2Dennis Ahrholdt (HSBA Hamburg School of Business Administration)H-Index: 6
Last. Zeinab Rezvani (University of Southern Denmark)H-Index: 6
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Investing in multimedia-guides is discussed as a strategic decision for visitor attractions. Previous research shows that multimedia-guide usage increases customer interaction and satisfaction. How...
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#2Dennis Ahrholdt (HSBA Hamburg School of Business Administration)H-Index: 6
#3Oliver Schnittka (University of Southern Denmark)H-Index: 9
Within the tourism industry is customer satisfaction creation crucial for companies’ success. As visitor attractions are operating in the highly relevant and competitive tourism industry, satisfaction generation for their visitors is a key to success and a competitive advantage. To positively affect visitor satisfaction (VS), existing research mostly suggest increasing visit durations (VD) (i.e., a positive effect of VD on VS). However, contrary findings also appeared; thus, it remains unclear w...
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#2Oliver SchnittkaH-Index: 9
Last. Marius Johnen (UHH: University of Hamburg)H-Index: 7
view all 5 authors...
#1Jan-Frederik Gräve (UHH: University of Hamburg)H-Index: 5
#2Oliver SchnittkaH-Index: 9
Last. Carolin Haiduk (UHH: University of Hamburg)
view all 3 authors...
#1Julian HofmannH-Index: 6
#2Oliver Schnittka (University of Southern Denmark)H-Index: 9
Last. Pascal Kottemann (Bielefeld University)H-Index: 6
view all 4 authors...
Abstract Superstar and human brand theories predict that the strategic management of athletes as human brands can improve their brand image and increase their market value. This article offers the first empirical analysis of whether and how the favorable brand image of a soccer player affects his or her market value by focusing on which performance- or popularity-based attributes affect the favorability of the player's brand image and according market value. Combined primary and secondary data c...
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#1Marius Johnen (UHH: University of Hamburg)H-Index: 7
#2Oliver Schnittka (University of Southern Denmark)H-Index: 9
Point-of-sale (POS) promotions are increasingly relevant for manufacturers, with substantial impacts on shoppers’ decision-making in competitive environments. To provide new guidelines for effectively using such promotions, this article distinguishes POS activities that provide an incentive to buy by altering perceptions of economic purchase value (e.g., price discount) from those that create a reason to buy by emphasizing product attributes (e.g., in-store advertising). Prior literature intensi...
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#2Oliver SchnittkaH-Index: 9
Last. Marius Johnen (UHH: University of Hamburg)H-Index: 7
view all 5 authors...
#1Marius Johnen (UHH: University of Hamburg)H-Index: 7
#2Oliver Schnittka (University of Southern Denmark)H-Index: 9
Conventional wisdom suggests that brands should respond in an accommodative way to consumer complaints. However, this research shows that observers of the communication between complainants and brands on social media may prefer a defensive response under specific conditions. Thus, this study helps managers to find optimal responses to social media complaints, thereby minimizing negative consequences. We introduce a previously unexamined key moderator that takes account of the observer perspectiv...
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