By Dr Thomas Schreiner

Journal articles

Pfeifer LM; Schreiner TF; Sattler H, 2024, 'The role of consumer-based brand equity on the prolongation of trademarks', Journal of Brand Management, http://dx.doi.org/10.1057/s41262-024-00370-z

Griesoph A; Schreiner TF; Melnyk V; Jänichen HD, 2024, 'How altruistic alternatives reverse the compromise effect', Marketing Letters, http://dx.doi.org/10.1007/s11002-024-09749-z

Pfeifer LM; Schreiner TF, 2024, 'The offer framing effect: a replication and extension', Marketing Letters, http://dx.doi.org/10.1007/s11002-024-09739-1

Vieira VA; de Almeida MIS; Schreiner TF, 2022, 'Amplifying retailers' sales with a hub's owned and earned social media: The moderating role of marketplace organic search', Industrial Marketing Management, 101, pp. 165 - 175, http://dx.doi.org/10.1016/j.indmarman.2021.12.012

Heitmann M; Landwehr JR; Schreiner TF; van Heerde HJ, 2020, 'Leveraging Brand Equity for Effective Visual Product Design', Journal of Marketing Research, 57, pp. 257 - 277, http://dx.doi.org/10.1177/0022243720904004

Schreiner TF; Fandrich T; Heitmann M; Talke K, 2017, 'A Novel Approach for Predicting and Understanding Consumers' Sense of Design Similarity', Journal of Product Innovation Management, 34, pp. 790 - 820, http://dx.doi.org/10.1111/jpim.12367

Bremer L; Heitmann M; Schreiner TF, 2017, 'When and how to infer heuristic consideration set rules of consumers', International Journal of Research in Marketing, 34, pp. 516 - 535, http://dx.doi.org/10.1016/j.ijresmar.2016.10.001

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