Werner H. Kunz

University of Massachusetts

College of Management

M-5-213 – 100 Morrissey Boulevard

Boston, 02125

United States

  • University of Massachusetts

SCHOLARLY PAPERS

17

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SSRN CITATIONS
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Top 27,117

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10

CROSSREF CITATIONS

19

Scholarly Papers (17)

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1.

The Role of Social Media for Luxury-Brands – Motives for Consumer Engagement and Opportunities for Businesses

Number of pages: 12 Posted: 08 Aug 2013
Benedikt Jahn, Werner H. Kunz and Anton Meyer
Ludwig Maximilian University of Munich (LMU), University of Massachusetts and Ludwig Maximilian University of Munich (LMU)
Downloads 1,210 (17,886)

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2.

Toward a Deeper Understanding of Service Marketing: The Past, the Present, and the Future

International Journal of Research in Marketing, Vol. 28, No. 3, 2011
Number of pages: 57 Posted: 19 Mar 2011 Last Revised: 30 Jun 2011
Werner H. Kunz and Jens Hogreve
University of Massachusetts and Catholic University of Eichstaett-Ingolstadt
Downloads 528 (56,531)

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SService marketing, cocitation analysis, research synthesis, research trends, citation networks analysis

3.

How to Transform Consumers into Fans of Your Brand

Number of pages: 29 Posted: 08 Aug 2013
Benedikt Jahn and Werner H. Kunz
Ludwig Maximilian University of Munich (LMU) and University of Massachusetts
Downloads 327 (99,858)
Citation 6

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Online services, Brand page, Engagement, Facebook, Customer-brand relationship, Motivation, Consumer behaviour, Brands

4.

A Brand Like a Friend - The Influence of Customer Engagement with Social Media Brand Pages on Brand Relationships and Loyalty Intentions

Number of pages: 43 Posted: 26 Mar 2014 Last Revised: 13 Jan 2017
Benedikt Jahn and Werner H. Kunz
Ludwig Maximilian University of Munich (LMU) and University of Massachusetts
Downloads 278 (119,063)
Citation 3

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customer engagement, social media, brand page, customer-brand relationship, brand attachment

5.

Consumer Trust in Service Companies: A Multiple Mediating Analysis

Managing Service Quality, Vol. 20, pp. 4-25, 2010
Number of pages: 35 Posted: 08 Jun 2011
Werner H. Kunz and Roland Kantsperger
University of Massachusetts and Ludwig Maximilian University of Munich (LMU)
Downloads 221 (149,941)

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Trust, Customer Satisfaction, Customer Loyalty, Service Industries

6.

Sharing Experiences via Social Media as Integral Part of the Service Experience

Number of pages: 22 Posted: 08 Aug 2013
Andreas Munzel and Werner H. Kunz
University of Strasbourg and University of Massachusetts
Downloads 192 (170,889)
Citation 1

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7.

How Does Perceived Firm Innovativeness Affect the Consumer?

Journal of Business Research, Vol. 64, 2011
Number of pages: 29 Posted: 08 Jun 2011
Werner H. Kunz, Bernd H. Schmitt and Anton Meyer
University of Massachusetts, Columbia Business School - International Business and Ludwig Maximilian University of Munich (LMU)
Downloads 166 (194,276)
Citation 3

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Perceived Firm Innovativeness, Functional–Cognitive Route, Affective-Experiential Route, Consumer Satisfaction Consumer, Loyalty

8.

Serving in a Social Media World - How to React Online to Negative Word of Mouth

Number of pages: 47 Posted: 14 Jan 2017
Andreas Munzel, Werner H. Kunz and Benedikt Jahn
University of Strasbourg, University of Massachusetts and Ludwig Maximilian University of Munich (LMU)
Downloads 148 (213,997)
Citation 2

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Negative word of mouth, social accounts, new media, attribution of responsibility, response adequacy, trust

9.

Value Fusion: The Blending of Consumer and Firm Value in the Distinct Context of Mobile Technologies and Social Media

Number of pages: 25 Posted: 08 Aug 2013
Bart Lariviere, Herm Joosten, Edward Malthouse, Marcel Van Birgelen, Pelin Aksoy, Werner H. Kunz and Ming-Hui Huang
Department of Management, Innovation and Entrepreneurship, Ghent University, Radboud University Nijmegen, Northwestern University, Radboud University Nijmegen - Institute for Management Research, George Mason University, University of Massachusetts and National Taiwan University - College of Management
Downloads 148 (213,997)
Citation 2

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Value Fusion, Mobile Technologies, Firm Value, Customer Value, Experiential Value, Customer Lifetime Value, Customer Engagement Value, Social Media

10.

Creators, Multipliers, and Lurkers: Who Contributes and Who Benefits at Online Review Sites

Number of pages: 38 Posted: 08 Aug 2013
Andreas Munzel and Werner H. Kunz
University of Strasbourg and University of Massachusetts
Downloads 123 (247,251)
Citation 1

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electronic word-of-mouth, social capital, social exchange theory, motives, latent profile analysis

11.

From Virtual Travelers to Real Friends: Relationship Building Insights from an Online Travel Community

Number of pages: 27 Posted: 08 Aug 2013
Werner H. Kunz and Sukanya Seshadri
University of Massachusetts and University of Massachusetts Boston
Downloads 116 (258,256)
Citation 1

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online travel community, tourism, social networks, social media, couch surfing

12.

How to Master the Challenges of Service Mass Customization - A Persona-Based Approach

HANDBOOK OF RESEARCH IN MASS CUSTOMIZATION AND PERSONALIZATION, Forthcoming
Number of pages: 23 Posted: 20 May 2010 Last Revised: 07 Aug 2013
Werner H. Kunz and Michael Haas
University of Massachusetts and A.T. Kearney GmbH
Downloads 92 (302,161)

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Mass Customization, Personalization, Engineer-to-Order, Open Innovation, User Co-Creation, Modularity, Platform Design, Customer Centricity

13.

Cross-Cultural Differences in the Usage of Online Experts: The Influence of Power Distance and Individualism

Number of pages: 26 Posted: 19 Apr 2013
Michael Obal and Werner H. Kunz
University of Massachusetts Lowell and University of Massachusetts
Downloads 72 (349,780)

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reviewer expertise, cross cultural, online reviewer, reliance on reviewer advice, perceived risk, power distance, individualism, e-commerce

14.

Trust Development in E-Services: A Cohort Analysis of Millennials and Baby Boomers

Number of pages: 34 Posted: 08 Aug 2013
Michael Obal and Werner H. Kunz
University of Massachusetts Lowell and University of Massachusetts
Downloads 57 (394,290)

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Online trust, e-Services, Generational cohorts, Millennials, Baby Boomers, e-tailers

15.

Polarities, Axiallities and Marketability of Items

Number of pages: 10 Posted: 08 Aug 2013
Dan Simovici, Paul Fomenky and Werner H. Kunz
University of Massachusetts Boston, University of Massachusetts Boston and University of Massachusetts
Downloads 14 (600,885)

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polarity, axiallity, closure operator, entropy

16.

Customer Engagement in a Big Data World

Journal of Services Marketing (Forthcoming) , Northeastern U. D’Amore-McKim School of Business Research Paper No. 2897945, Gabelli School of Business, Fordham University Research Paper No. 2897945
Posted: 13 Jan 2017 Last Revised: 30 May 2017
Werner H. Kunz, Lerzan Aksoy, Yakov Bart, Kristina Heinonen, Sertan Kabadayi, Francisco Villaroel Ordenes, Marianna Sigala, David Diaz and Babis Theodoulidis
University of Massachusetts, Fordham University - Gabelli School of Business, Northeastern University - D'Amore-McKim School of Business, Hanken School of Economics, Fordham University - Gabelli School of Business, University of Massachusetts Amherst - Department of Marketing, University of South Australia - School of Management, Universidad de Chile - Escuela de Economia y Negocios and affiliation not provided to SSRN

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Customer engagement, Big Data, value creation, data-driven engagement

17.

Relationship between Online Retailers’ Reputation and Product Returns

British Journal of Management, Vol. 27, Issue 1, pp. 3-20, 2016
Number of pages: 18 Posted: 20 Jan 2016
Gianfranco Walsh, Arne K. Albrecht, Werner H. Kunz and Charles Hofacker
University of Koblenz-Landau, University of Jena, University of Massachusetts and Florida State University
Downloads 0 (719,294)
Citation 1
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