Professur für Marketing

Ausgewählte aktuelle Publikationen

Krautz, C.; Hoffmann, S. (2017). The Tenure-Based Customer Retention Model. A Cross-Cultural Validation. Journal of International Marketing. 25(3), 83-106.

Mai, R.; Hoffmann, S. (2015). How to Combat the Unhealthy = Tasty Intuition: The Influencing Role of Health Consciousness. Journal of Public Policy & Marketing, 34 (1), 63-83.

Mai, R.; Hoffmann, S.; Schwarz, U.; Niemand, T.; Seidel, J. (2014). The Shifting Range of Optimal Web Site Complexity. Journal of Interactive Marketing, 28 (2), 101-116.

Hutter, K.; Hoffmann, S. (2014) Surprise, Surprise. Ambient Media as Promotion Tool for Retailers. Journal of Retailing, 90 (1), 93-110.

Mai, R.; Hoffmann, S. (2014). Accents in Business Communication: An Integrative Model and Propositions for Future Research. Journal of Consumer Psychology, 24 (1), 137-158.

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