Johanna Franziska Gollnhofer
Title
Prof. Dr.
Last Name
Gollnhofer
First name
Johanna Franziska
Email
johannafranziska.gollnhofer@unisg.ch
ORCID
Phone
+41 71 224 21 40
77 results
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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, The Discomfort of Things! Tidying-up and decluttering in consumer homesMost relatively affluent consumers are fighting a losing battle with material disorder in their homes. No matter how hard they try to rein it in, material disorder always comes out on top. We argue that part of the continued obduracy of material disorder is because of its messy understanding. We clarify material disorder’s muddled conceptual boundaries by theorizing from an ethnographic investigation of consumers who recently dealt with material disorder through decluttering their homes. Leveraging twin analytical lenses that we label the possessive materialist and post-materialist lenses, we surface two distinct yet inter-dependent forms of disorder (disorder-as-untidiness, and disorder-as-clutteredness) that together plague consumers’ homes. We contribute a pluralized understanding of material disorder, ie, disorders not disorder. We also offer novel insight into agentic struggles between consumers and home possessions over material dis/ordersType:journal articleJournal:Journal of Consumer ResearchScopus© Citations 4 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The creator’s dilemma: Resolving tensions between authenticity and monetization in social mediaIn social media, remaining authentic while taking advantage of monetizing opportunities is a key dilemma for online content creators—the creator’s dilemma. Individuals typically start as small-scale creators, creating the content they enjoy. As they grow, the temptations of monetization increase, creating tension with their sense of authenticity. This can affect how genuine their content appears, potentially altering how they and others perceive their authenticity. Five in-depth interviews with mega-creators (content creators with more than one million followers) provide qualitative insights into how this dilemma can evolve and what strategies creators use to balance authenticity and monetization. The interviewed creators suggest three strategies, by moving (1) from paid advertising to co-creation with brands, (2) from staging content to improvising content, and (3) from producing content to growing their own creator brand. This non-representative and conceptual discussion motivates future research into the creator’s dilemma.Type:journal articleJournal:International Journal of Research in MarketingVolume:41Issue:3Scopus© Citations 27 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Die grüne Schweizer KonsumentIn(Thexis Verlag, 2023-02-24); ; ; ; Type:journal articleJournal:Marketing Review St. Gallen - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Cognitive Biases as Boosters: Using Cognitive Biases to Improve Communication Recall for Emmi Jogurtpur(Gabler/GWV-Fachverl, 2022-06-30); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Schweizer Konsumentenverhalten und Markenkommunikation in Zeiten der Covid-19-Pandemie(Gabler/GWV-Fachverl, 2021); ; ; ; Type:journal articleJournal:Marketing Review St. GallenVolume:3 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Investigating Category Dynamics: An Archival Study Of The German Food MarketType:journal articleJournal:Organization StudiesScopus© Citations 8 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, From Aesthetic to Epistemic Consumption: Analyzing Knowledge Pathways in Consumption Collectives(2020-03); ; Woermann, NiklasType:journal articleJournal:Consumer Culture Theory Conference 2020: Interrogating Social Imaginaries.Volume:3 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, From Aesthetic to Epistemic Consumption - Analyzing Knowledge Practices in Consumption Collectives(Association for Consumer Research, 2020-03-12); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Transforming community well-being through patients' lived experiences(Elsevier, 2019)