Janina Rebecca Kauz
Last Name
Kauz
First name
Janina Rebecca
Email
janinarebecca.kauz@unisg.ch
9 results
Now showing 1 - 9 of 9
- Some of the metrics are blocked by yourconsent settings
Item type:Publication, Close to Consumers: How Brands Can Foster Brand Loyalty Within Families(2025)Research shows that brands are embedded in familial consumption practices. However, it is unclear what brands can do to foster their inclusion within a practice. This article shows that brands can embed themselves in family practices by providing materials for practices, fostering extraordinary meanings in ordinary practices, and imparting competences.Type:journal articleJournal:Marketing Review St. GallenIssue:2 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The power of the unspoken: how brands implicitly reference specific brands in indirect comparative advertisingPurpose The purpose of this paper is to investigate a form of indirect comparative advertising in which an advertiser makes it clear which specific brand is being referenced without explicitly naming it (implicit referencing). This extends existing theories and adds a conceptual facet to frameworks of comparative advertising. Design/methodology/approach Following calls for comparative advertising research beyond US contexts, this paper uses an interpretive approach, namely, textual analysis as established by Barbara Stern, to analyze two Swiss cases of implicit referencing. Findings This paper finds that implicit references are constructed using verbal and visual references. Verbal referencing refers to references that build on verbal cues to elicit associations with a specific brand (e.g. slogans, taglines and expressions). Visual referencing refers to references that build on visual cues to elicit associations with a specific brand (e.g. colors, labels and shapes). The authors also identify construction patterns for implicit referencing: Implicitly referencing ads establish a favorable basis for comparison, incorporate redundant cues and guide consumers in interpreting the comparison. Practical implications This paper offers valuable insights for practitioners on crafting effective implicit references. As indirect comparative ads have been shown to be more effective when they elicit specific brand associations, the authors provide strategic tools to enhance their impact. Originality/value While prior research acknowledges the existence of implicit referencing, to the best of the authors’ knowledge, this is the first paper to examine its underlying mechanisms. The theoretical contribution of this paper lies in refining comparative advertising theories and expanding their scope to include cross-category comparisons.Type:journal articleJournal:Journal of Product & Brand ManagementScopus© Citations 1 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Loyalty Locks: Embedding Brands in Consumer Practices Sustains Brand Loyalty(2026-06); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Branded Practices as a New Way of Conceptualizing Brand Loyalty(2025-06-26); ; Cristel A. RussellType:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, - Some of the metrics are blocked by yourconsent settings
Item type:Publication, - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Inherited Brand Relationships: How Consumers Inherit Brand Relationships from Their Parents(2024-03-16); Previous research shows parallels between parents’ and adult children’s brand portfolios. In this paper, we elucidate this phenomenon by uncovering the processes behind brand relationship inheritance. We show that brand relationship inheritance is based on doing family through the brand, creating and recreating childhood experiences, and opponent brands. We discuss the contributions to and implications for existing research.Type:conference contribution - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Decentralized brands(2023-10-20); In the branding literature, there has been a paradigm shift from brand control to brand co-creation (Siano et al., 2022). This new paradigm states that marketers no longer have sole control over their brand and its meanings because other stakeholders, such as consumers and other market actors, produce brand experiences and meanings too (Padela et al., 2023; Sarasvuo et al., 2022; Swaminathan et al., 2020). Accordingly, various conceptual models of brand co-creation have been proposed. However, the result of this phenomenon remains undertheorized as the interactions and processes between the brand stakeholders are empirically understudied. In our research, we address this gap by proposing the concept of decentralized brands. We study a case of a decentralized brand and propose a processual framework in which consumers, marketers, public discourses and other market actors produce brand meanings and experiences through supportive, countervailing and integrative forces. We call the outcome of this a decentralized brand. Our contribution lies in empirically studying decentralized brands and theorizing the processes and interactions that underly brand decentralization.Type:conference contribution - Some of the metrics are blocked by yourconsent settings
Item type:Publication,