2023 article

Designing Brand Cocreation Activities to Increase Digital Consumer Engagement

Dretsch, H. J., Kirmani, A., & Lundberg, J. (2023, September 20). JOURNAL OF INTERACTIVE MARKETING, Vol. 9.

By: H. Dretsch*, A. Kirmani & J. Lundberg

author keywords: brand cocreation; brand meaning; DCE; self-brand connection; brand knowledge
TL;DR: Three experiments demonstrate that brand cocreation activities with high (vs. low) focus on brand meaning generate greater DCE among consumers who have high self–brand connection, and evidence suggests that this occurs because an activity's high focus onbrand meaning facilitates the generation of abstract brand knowledge. (via Semantic Scholar)
Sources: ORCID, Web Of Science, NC State University Libraries
Added: October 16, 2023

2021 journal article

Brand Secret Micro-Collectives


By: H. Dretsch* & C. Reid

Sources: ORCID, Web Of Science, NC State University Libraries
Added: June 16, 2021

2018 journal article

Who needs a reason to indulge? Happiness following reason-based indulgent consumption

International Journal of Research in Marketing, 35(1), 170–184.

By: F. Petersen*, H. Dretsch n & Y. Komarova Loureiro*

author keywords: Indulgence; Consumption happiness; Self-control; Feeling right; Emotions; Luxury
UN Sustainable Development Goal Categories
Sources: Crossref, NC State University Libraries
Added: September 28, 2019

2015 chapter

Hearing their Voice: When Brand Co-Creation Leads to Social Brand Engagement

In C. V. Dimofte, C. P. Haugtvedt, & R. F. Yalch (Eds.), Consumer Psychology in a Social Media World. Routledge.

By: H. Dretsch & A. Kirmani

Ed(s): C. Dimofte, C. Haugtvedt & R. Yalch

Source: NC State University Libraries
Added: December 24, 2020

2012 journal article

The dynamics of consumer behavior: A goal systemic perspective

Journal of Consumer Psychology, 22(2), 208–223.

By: C. Kopetz*, A. Kruglanski*, Z. Arens*, J. Etkin* & H. Johnson*

author keywords: Goals; Means; Consumer behavior
Sources: Crossref, NC State University Libraries
Added: November 17, 2019


Updated: September 18th, 2019 12:59

2014 - present

NC State University RALEIGH, North Carolina, US
Assistant Professor of Marketing Business Management

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