Bernd H. Schmitt

Columbia Business School - International Business

Professor of Marketing and Executive Director of Center on Global Brand Leadership

New York, NY

United States

http://www.meetschmitt.com

SCHOLARLY PAPERS

9

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CITATIONS
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Top 33,181

in Total Papers Citations

6

Scholarly Papers (9)

1.

Brand Experience: What is it? How is it Measured? Does it Affect Loyalty?

Journal of Marketing, Vol. 73, No. 3, pp. 52-68, 2009, Columbia Business School Research Paper No. 12-19
Number of pages: 18 Posted: 17 Nov 2011
Bernd H. Schmitt, Lia Zarantonello and J. Josko Brakus
Columbia Business School - International Business, University of Bath - School of Management and affiliation not provided to SSRN
Downloads 3,829 (1,125)
Citation 5

Abstract:

2.

The Impact of Event Marketing on Brand Equity: The Mediating Roles of Brand Experience and Brand Attitude

International Journal of Advertising, Forthcoming
Number of pages: 44 Posted: 15 Nov 2012
Lia Zarantonello and Bernd H. Schmitt
University of Bath - School of Management and Columbia Business School - International Business
Downloads 652 (21,340)

Abstract:

Event Marketing, Experiential Marketing, Brand Equity, Brand Experience, Brand Attitude

3.

Homogenization and Cultural Differentiation of Customer Expectations in Global Segments: The Case of Business Executives

Number of pages: 33 Posted: 24 Mar 2003
McGill University - Desautels Faculty of Management, INSEAD - Marketing, Columbia Business School - International Business, Lahore University of Management Sciences and Sungkyunkwan University - School of Management
Downloads 260 (93,618)

Abstract:

4.

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 (181,360)
Citation 1

Abstract:

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

5.

Functional and Experiential Routes to Persuasion: An Analysis of Advertising in Emerging Versus Developed Markets

International Journal of Research in Marketing, Special Issue: Emerging Markets, Vol. 30, I. 1, 2013 (Forthcoming)
Number of pages: 44 Posted: 03 Oct 2012
Lia Zarantonello, Kamel Jedidi and Bernd H. Schmitt
University of Bath - School of Management, Columbia Business School - Marketing and Columbia Business School - International Business
Downloads 70 (211,401)

Abstract:

Emerging markets, developed markets, materialist, postmaterialist, advertising appeals, experiential marketing, functional marketing

6.

The Current State and Future of Brand Experience

Journal of Brand Management, Vol. 21, Issue 9, pp. 727-733, 2014
Number of pages: 7 Posted: 01 Apr 2015
Bernd H. Schmitt, Joško Brakus and Lia Zarantonello
Columbia Business School - International Business, University of Leeds - Division of Marketing and University of Bath - School of Management
Downloads 0 (553,475)

Abstract:

7.

Introduction to Theory and Practice in Marketing Conference Special Section of Marketing Science

Marketing Science, Vol. 33, No. 1, 2014; pp. 1-5; DOI: 10.1287/mksc.2013.0830, Columbia Business School Research Paper No. 14-19
Posted: 28 Feb 2014
Harvard Business School, University of California, Los Angeles (UCLA) - Anderson School of Management, MIT Sloan School of Management, Columbia Business School - Marketing and Columbia Business School - International Business

Abstract:

theory and practice, store brands, banner ads, market growth, retail price, social networks

8.

Culture-Dependent Assimilation and Differentiation of the Self

Journal of Cross Cultural Psychology, Vol. 32, pp. 561-576, September 2001
Posted: 06 Aug 2011
Jennifer Aaker and Bernd H. Schmitt
Stanford University - Graduate School of Business and Columbia Business School - International Business

Abstract:

culture, assimilation, differentation, consumption, symbols, consumer

9.

Building Strong Brands in Asia: Selecting the Visual Components of Image to Maximize Brand Strength

International Journal of Research in Marketing, Forthcoming
Posted: 05 Jun 2003
affiliation not provided to SSRN, Washington State University - Department of Marketing, National University of Singapore (NUS) - NUS Business School and Columbia Business School - International Business

Abstract: