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Relationship qualities of brand heritage: warmth, competence and the moderating roles of anthropomorphic factors

Caroline Meyer, Bente Henrike Albert, Gregory Rose, Ulrich R. Orth

European Journal of Marketing (2024) 58 (5): 1177–1206.

https://doi.org/10.1108/EJM-06-2021-0417

Published: 16 May 2024

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Journal Articles

The role of discrete positive emotions in consumer response to place-of-origin

Ulrich R. Orth, Roberta Carolyn Crouch, Johan Bruwer, Justin Cohen

European Journal of Marketing (2020) 54 (4): 909–934.

https://doi.org/10.1108/EJM-05-2018-0353

Published: 04 April 2020

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Journal Articles

Consumers’ brand identity complexity: conceptualization and predictive ability

Ulrich R. Orth, Gregory M. Rose

European Journal of Marketing (2017) 51 (2): 304–323.

https://doi.org/10.1108/EJM-07-2015-0446

Published: 13 February 2017

View article titled, Consumers’ brand identity complexity: conceptualization and predictive ability

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Journal Articles

Effects of package visuals and haptics on brand evaluations

Sandra Littel, Ulrich R. Orth

European Journal of Marketing (2013) 47 (1-2): 198–217.

https://doi.org/10.1108/03090561311285510

Published: 08 February 2013

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Journal Articles

Cross‐national differences in consumer response to the framing of advertising messages: An exploratory comparison from Central Europe

Ulrich R. Orth, Harold F. Koenig, Zuzana Firbasova

European Journal of Marketing (2007) 41 (3-4): 327–348.

https://doi.org/10.1108/03090560710728363

Published: 10 April 2007

View article titled, Cross‐national differences in consumer response to the framing of advertising messages: An exploratory comparison from Central Europe

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Relationship qualities of brand heritage: warmth, competence and the moderating roles of anthropomorphic factors

The role of discrete positive emotions in consumer response to place-of-origin

Consumers’ brand identity complexity: conceptualization and predictive ability

Effects of package visuals and haptics on brand evaluations

Cross‐national differences in consumer response to the framing of advertising messages: An exploratory comparison from Central Europe

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