More than a Feeling: Accuracy and Application of Sentiment Analysis von Hartmann, Jochen, Heitmann, Mark, Siebert, Christian, Schamp, Christina

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Comparing automated text classification methods von Hartmann, Jochen, Huppertz, Juliana, Schamp, Christina, Heitmann, Mark

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The Power of Brand Selfies von Hartmann, Jochen, Heitmann, Mark, Schamp, Christina, Netzer, Oded

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The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin von Stahl, Florian, Heitmann, Mark, Lehmann, Donald R., Neslin, Scott A.

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Building a Social Network for Success von ANSARI, ASIM, STAHL, FLORIAN, HEITMANN, MARK, BREMER, LUCAS

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Choice Goal Attainment and Decision and Consumption Satisfaction von Heitmann, Mark, Lehmann, Donald R., Herrmann, Andreas

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Order in Product Customization Decisions: Evidence from Field Experiments von Levav, Jonathan, Heitmann, Mark, Herrmann, Andreas, Iyengar, Sheena S.

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Editorial von Heitmann, Mark

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Generative AI for Marketing Content Creation: New Rules for an Old Game von Heitmann, Mark

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Editorial von Heitmann, Mark

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One-Stop Campaigns: How Generative AI Is Transforming Digital Advertising von Heitmann, Mark

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Editorial von Heitmann, Mark

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Consideration of ethical attributes along the consumer decision-making journey von Schamp, Christina, Heitmann, Mark, Katzenstein, Robin

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One-Stop Campaigns: How Generative AI Is Transforming Digital Advertising: Interview with Adam Singolda, Founder and CEO of Taboola von Heitmann, Mark, Singolda, Adam

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Understanding videos at scale: How to extract insights for business research von Schwenzow, Jasper, Hartmann, Jochen, Schikowsky, Amos, Heitmann, Mark

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Cause-Related Marketing as Sales Promotion von Schamp, Christina, Heitmann, Mark, Peers, Yuri, Leeflang, Peter S.H.

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The Effectiveness of Cause-Related Marketing: A Meta-Analysis on Consumer Responses von Schamp, Christina, Heitmann, Mark, Bijmolt, Tammo H.A., Katzenstein, Robin

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Leveraging Brand Equity for Effective Visual Product Design von Heitmann, Mark, Landwehr, Jan R., Schreiner, Thomas F., van Heerde, Harald J.

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When and how to infer heuristic consideration set rules of consumers von Bremer, Lucas, Heitmann, Mark, Schreiner, Thomas F.

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Antecedents and temporal dynamics of strategic divergence in multinational corporations: Evidence from Europe von Brauer, Matthias, Heitmann, Mark

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