- Beyond the Real World: Exploring the Emergence of Marketing Communications in Virtual Reality Applications
Hesse, Andreas; Breidbach, Timo; Buschbaum, Eva-Marie et al.
Schuster, G.; Bornemeyer, C. (Hrsg). Handbuch Innovatives Marketing. Wiesbaden: Springer Gabler 2025 S. 1 - 18
- Let your Audience Create Content for your Audience
Hesse, Andreas; Franke, Meike
Schuster, G.; Bornemeyer, C. (Hrsg). Handbuch Innovatives Marketing. Wiesbaden: Springer Gabler 2025 S. 1 - 16
- Markenkommunikation und Werbung in der virtuellen Realität des Metaverse
Hesse, Andreas
Schmidt, Holger J.; Baumgarth, Carsten; Edler, Jörn (Hrsg). Forum Markenforschung 2023. Wiesbaden: Springer Gabler 2024 S. 3 - 14
- Demarketing- Gezielte Nachfragereduzierung: Typologie und Wahrnehmung einer scheinbar unlogischen Bewegung
Hesse, Andreas
Wiesbaden: Springer Gabler 2023
- Effects of Sustainable Marketing on Fast Fashion Shoppers’ Perception and Behavioral Inertia
Hesse, Andreas; Rundau, Jessika
Journal of Sustainable Marketing. Bd. 4. H. 2. 2023 S. 265 - 285
- Effects of Sustainable Marketing on Fast Fashion Shoppers’ Perception and Behavioral Inertia
Hesse, Andreas; Rundau, Jessika
Journal of Sustainable Marketing. Bd. 4. H. 2. 2023 S. 265 - 285
- Markenkommunikation und Werbung im Metaverse – Immersion und Interaktion in Advergames und Adverworlds
Hesse, Andreas
PraxisWISSEN Marketing - German Journal of Marketing. H. 1. Berlin. 2023 S. 77 - 89
- Der Anlass bestimmt das Format - Situative Mehrwerte digitaler In-Store-Anwendungen
Hesse, Andreas; Esser, Martin
Marketing Review St.Gallen. H. 5. Universität St.Gallen. 2022 S. 20 - 26
- Employees as Corporate Influencers and Co-creators of Brand-Meaning
Hesse, Andreas; Schmidt, Holger J.
Transfer: Zeitschrift für Kommunikation & Markenmanagement. H. 4. 2022 S. 32 - 37
- How posting in social networks affects employee-based brand equity
Hesse, Andreas; Schmidt, Holger J.; Bosslet, Ronja et al.
European Journal of Marketing. H. 7. 2022 S. 1907 - 1925
- Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts
Hesse, Andreas; Bündgen, Karolin; Claren, Saskia et al.
Journal of Brand Management. H. 29. 2022 S. 520 - 537
- Consumer responses to brand communications involving COVID-19
Hesse, Andreas; Niederle, Franziska; Schön, Laura et al.
Journal of Marketing Management. Bd. 37. H. 17-18. 2021 S. 1783 - 1814
- How a Corporate Influencer Co-creates Brand Meaning: The Case of Pawel Dillinger from Deutsche Telekom
Hesse, Andreas; Schmidt, Holger J.; Baumgarth, Carsten
Corporate Reputation Review. Bd. 24. H. 4. 2021 S. 191 - 204
- ‘Fly Responsibly’: a case study on consumer perceptions of a green demarketing campaign
Hesse, Andreas; Rünz, Sofie
Journal of Marketing Communications. 2020 S. 232 - 252
- Digitalization and Leadership – How Experienced Leaders Interpret Daily Realities in a Digital World
Hesse, Andreas
Proceedings of the 51th Hawaii International Conference of System Sciences. 2018 S. 1854 - 1863
- Dynamics of Institutional Logics in a Cross-Sector Social Partnership: The Case of Refugee Integration in Germany
Hesse, Andreas; Kreutzer, Karin; Diehl, Marjo-Riitta
Journal of Business Ethics. Bd. 159. Springer 2018 S. 679 - 704
