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Publications
Mapping Mindset: AI-based Psychographic Segmentation Using the Value Map Approach
SCHMIDT H. J., MERZ M., Journal of Strategic Marketing, 2025
Mapping Mindset: AI-based Psychographic Segmentation Using the Value Map Approach
SCHMIDT H. J., MERZ M., Journal of Strategic Marketing, 2025
Mapping mindset: AI-based psychographic segmentation using the Value Map approach
HERZ D., SCHMIDT H. J., Journal of Strategic Marketing, 2025, no. 1-20
Voir la publicationMapping mindset: AI-based psychographic segmentation using the Value Map approach
HERZ D., SCHMIDT H. J., Journal of Strategic Marketing, 2025, no. 1-20
Voir la publicationDie Übereinstimmung von Markenidentität und Markenimage: Konzeptionelle Diskussion und fallstudienbasierte Evaluation am Beispiel der FIFA
Zeitschrift für Kommunikation & Markenmanagement, 2024, vol. 70, no. 37 - 42
Die Übereinstimmung von Markenidentität und Markenimage: Konzeptionelle Diskussion und fallstudienbasierte Evaluation am Beispiel der FIFA
Zeitschrift für Kommunikation & Markenmanagement, 2024, vol. 70, no. 37 - 42
Building brand meaning in social entrepreneurship organizations: the social impact brand model
Lückenbach F., SCHMIDT H. J., Henseler J., Journal of Brand Management, 2023, vol. 30, no. 207-226
Voir la publicationBuilding brand meaning in social entrepreneurship organizations: the social impact brand model
Lückenbach F., SCHMIDT H. J., Henseler J., Journal of Brand Management, 2023, vol. 30, no. 207-226
Voir la publicationDesign Science and Marketing: A Perfect Couple
Henseler J., SCHMIDT H. J., Redler J., Journal of Creating Value, 2023, vol. 9, no. 160-165
Voir la publicationDesign Science and Marketing: A Perfect Couple
Henseler J., SCHMIDT H. J., Redler J., Journal of Creating Value, 2023, vol. 9, no. 160-165
Voir la publicationI know that I know nothing: exploring the managerial relevance of recent orientations in brand management research
Redler J., SCHMIDT H. J., Journal of Brand Management, 2022, vol. 29, no. 498-511
Voir la publicationI know that I know nothing: exploring the managerial relevance of recent orientations in brand management research
Redler J., SCHMIDT H. J., Journal of Brand Management, 2022, vol. 29, no. 498-511
Voir la publicationHow posting in social networks affects employee-based brand equity
Hesse A., SCHMIDT H. J., Bosslet R., Häusler M., Schneider A., European Journal of Marketing, 2022, vol. 56, no. 1907-1925
Voir la publicationHow posting in social networks affects employee-based brand equity
Hesse A., SCHMIDT H. J., Bosslet R., Häusler M., Schneider A., European Journal of Marketing, 2022, vol. 56, no. 1907-1925
Voir la publicationSociopolitical activist brands
SCHMIDT H. J., Ind N., Guzmán F., Kennedy E., Journal of Product and Brand Management, 2022, vol. 31, no. 40-55
Voir la publicationSociopolitical activist brands
SCHMIDT H. J., Ind N., Guzmán F., Kennedy E., Journal of Product and Brand Management, 2022, vol. 31, no. 40-55
Voir la publicationBeware, an underdog may bite: literature review and brand management framework in the context of underdog brands
SCHMIDT H. J., Steenkamp P., Journal of Brand Management, 2022, vol. 29, no. 85-110
Voir la publicationBeware, an underdog may bite: literature review and brand management framework in the context of underdog brands
SCHMIDT H. J., Steenkamp P., Journal of Brand Management, 2022, vol. 29, no. 85-110
Voir la publicationHow a Corporate Influencer Co-creates Brand Meaning: The Case of Pawel Dillinger from Deutsche Telekom
Hesse A., SCHMIDT H. J., Baumgarth C., Corporate Reputation Review, 2021, vol. 24, no. 191-204
Voir la publicationHow a Corporate Influencer Co-creates Brand Meaning: The Case of Pawel Dillinger from Deutsche Telekom
Hesse A., SCHMIDT H. J., Baumgarth C., Corporate Reputation Review, 2021, vol. 24, no. 191-204
Voir la publicationInternal Branding - In search of a new paradigm: Guest editorial
SCHMIDT H. J., J. Ind N., Iglesias O., Journal of Product and Brand Management, 2021, vol. 30, no. 781-787
Voir la publicationInternal Branding - In search of a new paradigm: Guest editorial
SCHMIDT H. J., J. Ind N., Iglesias O., Journal of Product and Brand Management, 2021, vol. 30, no. 781-787
Voir la publicationHow the Creative Class Co-creates a City’s Brand Identity: A Qualitative Study
Rodrigues C., SCHMIDT H. J., Journal of Creating Value, 2021, vol. 7, no. 19-43
Voir la publicationHow the Creative Class Co-creates a City’s Brand Identity: A Qualitative Study
Rodrigues C., SCHMIDT H. J., Journal of Creating Value, 2021, vol. 7, no. 19-43
Voir la publicationFresh perspectives on brand management
Baumgarth C., Boltz D.-M., SCHMIDT H. J., Roper S., Journal of Marketing Management, 2020, vol. 36, no. 973-980
Voir la publicationFresh perspectives on brand management
Baumgarth C., Boltz D.-M., SCHMIDT H. J., Roper S., Journal of Marketing Management, 2020, vol. 36, no. 973-980
Voir la publicationServbrand Framework: A Business-To-Business Services Brand Equity Framework
Steenkamp P., Jacobus Herbst F., Christiaan De Villiers J., Terblanche-Smit M., SCHMIDT H. J., Journal of Business to Business Marketing, 2020, vol. 27, no. 55-69
Voir la publicationServbrand Framework: A Business-To-Business Services Brand Equity Framework
Steenkamp P., Jacobus Herbst F., Christiaan De Villiers J., Terblanche-Smit M., SCHMIDT H. J., Journal of Business to Business Marketing, 2020, vol. 27, no. 55-69
Voir la publicationSustainable luxury: current status and perspectives for future research
Kunz J., May S., SCHMIDT H. J., The Journal of Corporate Citizenship, 2020, vol. 13, no. 541-601
Voir la publicationSustainable luxury: current status and perspectives for future research
Kunz J., May S., SCHMIDT H. J., The Journal of Corporate Citizenship, 2020, vol. 13, no. 541-601
Voir la publicationCross-Cultural Differences and Similarities in Retailers' Branding and Digital Maturity
Hesse A., Steenkamp P., SCHMIDT H. J., Mugobo V. V., IGI Global, 2020, no. 159-175
Voir la publicationCross-Cultural Differences and Similarities in Retailers' Branding and Digital Maturity
Hesse A., Steenkamp P., SCHMIDT H. J., Mugobo V. V., IGI Global, 2020, no. 159-175
Voir la publicationCo-Creating Brand: Brand Management from a Co-Creative Perspective
SCHMIDT H. J., IND N., Bloomsbury, 2020
Co-Creating Brand: Brand Management from a Co-Creative Perspective
SCHMIDT H. J., IND N., Bloomsbury, 2020
Die Entwicklung der Persönlichkeitsmarke
Spall C., SCHMIDT H. J., Springer Fachmedien Wiesbaden, 2019, no. 51-132
Voir la publicationDie Entwicklung der Persönlichkeitsmarke
Spall C., SCHMIDT H. J., Springer Fachmedien Wiesbaden, 2019, no. 51-132
Voir la publication