Latest publications

SCHOENMUELLER V., Netzer O., Stahl F. The Polarity of Online Reviews: Prevalence, Drivers and Implications Journal of Marketing Research, 2020, vol.57, no. 5, pp.853-877
Fritz K., SCHOENMUELLER V., Bruhn M. Authenticity in branding – exploring antecedents and consequences of brand authenticity European Journal of Marketing, 2017, vol.51, no. 2, pp.324-348
Bruhn M., SCHOENMUELLER V., Richner Y., Niemand T., Dolz J. The impact of internal communication quality on employees’ attitudes and behavior towards the organization – A cross-cultural study International Journal of Business Research, 2015, vol.15, no. 4, pp.77-92
Bruhn M., SCHOENMUELLER V., Schäfer D. B. Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 2012, vol.35, no. 9, pp.770-790