Hansjörg Gaus

Saarland University

Stadtwald

Saarbrucken, Saarland D-66123

Germany

  • Saarland University

SCHOLARLY PAPERS

4

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Top 46,013

in Total Papers Downloads

2,082

SSRN CITATIONS

2

CROSSREF CITATIONS

7

Scholarly Papers (4)

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1.

Does Flow Influence the Brand Image in Event Marketing?

Journal of Advertising Research, March 2008
Number of pages: 11 Posted: 23 Sep 2012
Jan Drengner, Hansjörg Gaus and Steffen Jahn
Chemnitz University of Technology (CUT), Saarland University and University of Goettingen (Göttingen)
Downloads 1,307 (30,362)

Abstract:

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flow, event, event marketing, brand image, PLS, SmartPLS

2.

Der Beitrag der Service-Dominant Logic zur Weiterentwicklung der Markenführung (The Service-Dominant Logic's Contribution to Further Develop Brand Management)

Die Betriebswirtschaft, 73 (2), 143-160
Number of pages: 18 Posted: 19 Dec 2012 Last Revised: 26 May 2014
Jan Drengner, Steffen Jahn and Hansjörg Gaus
Chemnitz University of Technology (CUT), University of Goettingen (Göttingen) and Saarland University
Downloads 412 (137,924)

Abstract:

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service-dominant logic, marke, markenführung, branding, soziokulturelle markenführung, consumer culture theory

3.

Creating Loyalty in Collective Hedonic Services: The Role of Satisfaction and Psychological Sense of Community

Schmalenbach Business Review, Vol. 64, January 2012, pp. 59-76
Number of pages: 18 Posted: 16 Apr 2012
Jan Drengner, Steffen Jahn and Hansjörg Gaus
Chemnitz University of Technology (CUT), University of Goettingen (Göttingen) and Saarland University
Downloads 283 (207,278)

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Brand Community, Collective Hedonic Service, Consumption Community, Emotional Experience, Event, Festival, Loyalty, Psychological Sense of Community, Satisfaction

4.

Trust, Commitment, and Older Women: Exploring Brand Attachment Differences in the Elderly Segment

Psychology & Marketing, Vol. 29, No. 6, pp. 445-457, June 2012
Number of pages: 13 Posted: 22 Sep 2012
Steffen Jahn, Hansjörg Gaus and Tina Kiessling
University of Goettingen (Göttingen), Saarland University and affiliation not provided to SSRN
Downloads 80 (581,760)
Citation 2

Abstract:

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socioemotional selectivity theory, brand attachment, brand relationships, trust, commitment, elderly, self-brand connection, self-concept connection, partner quality