Prof. Dr. Andreas Hesse
FB Wirtschaftswissenschaften, Hochschule Koblenz
Hesse, Andreas; Bündgen, Karolin; Claren, Saskia et al.
Practices of brand extensions and how consumers respond to FMCG giants’ greening attemptsJournal of Brand Management. H. 29. 2022 S. 520 - 537
Hesse, Andreas; Niederle, Franziska; Schön, Laura et al.
Consumer responses to brand communications involving COVID-19Journal of Marketing Management. Bd. 37. H. 17-18. 2021 S. 1783 - 1814
Hesse, Andreas; Schmidt, Holger J.; Baumgarth, Carsten
How a Corporate Influencer Co-creates Brand Meaning: The Case of Pawel Dillinger from Deutsche TelekomCorporate Reputation Review. Bd. 24. H. 4. 2021 S. 191 - 204
Hesse, Andreas; Rünz, Sofie
‘Fly Responsibly’: a case study on consumer perceptions of a green demarketing campaignJournal of Marketing Communications. 2020 S. 232 - 252
Hesse, Andreas
Digitalization and Leadership – How Experienced Leaders Interpret Daily Realities in a Digital WorldProceedings of the 51th Hawaii International Conference of System Sciences. 2018 S. 1854 - 1863
Hesse, Andreas; Kreutzer, Karin; Diehl, Marjo-Riitta
Dynamics of Institutional Logics in a Cross-Sector Social Partnership: The Case of Refugee Integration in GermanyJournal of Business Ethics. Bd. 159. Springer 2018 S. 679 - 704