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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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Top 13,941

in Total Papers Downloads

3,078

CITATIONS
Rank 30,582

SSRN RANKINGS

Top 30,582

in Total Papers Citations

7

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, University of Massachusetts and Ludwig Maximilian University of Munich
Downloads 581 (18,839)

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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 410 (50,348)

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

3.

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
Downloads 169 (136,392)
Citation 2

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Trust, Customer Satisfaction, Customer Loyalty, Service Industries

4.

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 and University of Massachusetts
Downloads 154 (92,798)
Citation 2

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

5.

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 and University of Massachusetts
Downloads 102 (170,141)

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

6.

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
Downloads 99 (181,730)
Citation 1

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

7.

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 81 (193,678)

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

8.

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 80 (175,771)

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9.

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 69 (214,976)
Citation 1

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

10.

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 55 (253,719)

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

11.

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 48 (315,388)

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

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 29 (303,048)

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

13.

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 24 (358,071)

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

14.

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 8 (521,440)

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polarity, axiallity, closure operator, entropy

15.

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
Downloads 0 (287,014)
Citation 1

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

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 University of Manchester - Alliance Manchester Business School

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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 (602,016)
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