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Mau, Gunnar [Author]

Die Bedeutung der Emotionen beim Besuch von Online-Shops : Messung, Determinanten und Wirkungen - [1. Aufl.]

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Wiesbaden: Gabler, 2009

Published in: Gabler Research ; Interaktives Marketing
Mau, Gunnar [Editor]; Schuhen, Michael [Editor]; Froitzheim, Manuel [Editor] ; Workshop für Nachwuchsforschende in der Verbraucherforschung 2023 Berlin

Verbraucherforschung zwischen Empowerment und Verletzlichkeit : verbraucherrelevante Zukunftsfragen aus der Perspektive der Wissenschaft und Praxis

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Wiesbaden: Springer Fachmedien Wiesbaden, 2023. ; Wiesbaden: Imprint: Springer Gabler, 2023.
Mau, Gunnar [Editor]; Schweizer, Markus [Editor]; Oriet, Christoph [Editor]

Multisensorik im stationären Handel : Grundlagen und Praxis der kundenzentrierten Filialgestaltung

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Wiesbaden: Springer Gabler, [2021]

Published in: Springer eBook Collection
Schweizer, Markus [Author]; Mau, Gunnar [Author]; Peuser, Martina [Author]; Riedel, Simon [Author]

Smart Targeting im stationären Handel – Erfolgsfaktoren für die kundenzentrierte Ausgestaltung von Digital Signage am PoS

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St.Gallen: Thexis Verlag, 2023
Drake, Philine [Author]; Hartig, Johannes [Author]; Froitzheim, Manuel [Author]; Mau, Gunnar [Author]; Schramm-Klein, Hanna [Author]; Schuhen, Michael [Author]

Theory-based behavioral indicators for children’s purchasing self-control in a computer-based simulated supermarket

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2023

Published in: European journal of psychological assessment ; 39(2023), 4, Seite 289-298
Rohde, Paul; Mau, Gunnar

“It’s selling like hotcakes”: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics

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Emerald, 2021

Published in: European Journal of Marketing
Rohde, Paul; Mau, Gunnar

Wolves in Sheep’s Clothing? Influencer Marketing beyond Endorsements – Deconstructing Persuasive and Questionable Marketing Strategies in Vlogs on YouTube based on Social Influence Heuristics Framework

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Elsevier BV, 2019

Published in: SSRN Electronic Journal
Thiele, Olaf; Mau, Gunnar

Advances in Visual Computing: Acceptance of Visual Search Interfaces for the Web – Design and Empirical Evaluation of a Book Search Interface

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Springer Berlin Heidelberg, 2005

Published in: Advances in Visual Computing
Steinmann, Sascha; Schramm-Klein, Hanna; Mau, Gunnar

Beteiligung und Bewertung in sozialen Online-Netzwerken aus der Perspektive des Marketings

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Springer Science and Business Media LLC, 2015

Published in: Zeitschrift für Literaturwissenschaft und Linguistik
Steinmann, Sascha; Mau, Gunnar; Schramm‐Klein, Hanna

Brand Communication Success in Online Consumption Communities: An Experimental Analysis of the Effects of Communication Style and Brand Pictorial Representation

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Wiley, 2015

Published in: Psychology & Marketing
Steffen, Celina; Schramm-Klein, Hanna; Mau, Gunnar

Play, Flow and Buy? Influence of Players' Experiences on Consumption-Relevant Behaviour

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Verlag C.H.Beck oHG, 2015

Published in: Marketing ZFP
Mau, Gunnar; Schramm-Klein, Hanna; Reisch, Lucia

Consumer Socialization, Buying Decisions, and Consumer Behaviour in Children: Introduction to the Special Issue

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Springer Science and Business Media LLC, 2014

Published in: Journal of Consumer Policy
Steffen, Celina; Mau, Gunnar; Schramm-Klein, Hanna

Who Is the Loser When I Lose the Game? Does Losing an Advergame Have a Negative Impact on the Perception of the Brand?

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Informa UK Limited, 2013

Published in: Journal of Advertising
Mau, Gunnar; Silberer, Günter; Constien, Christoph

Communicating brands playfully : Effects of in-game advertising for familiar and unfamiliar brands : Effects of in-game advertising for familiar and unfamiliar brands

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Informa UK Limited, 2008

Published in: International Journal of Advertising
Schuhen, Michael; Kollmann, Susanne; Seitz, Minou; Mau, Gunnar; Froitzheim, Manuel

Financial Literacy of Adults in Germany FILSA Study Results

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MDPI AG, 2022

Published in: Journal of Risk and Financial Management
Steinmann, Sascha; Schramm-Klein, Hanna; Mau, Gunnar; Wagner, Gerhard

An Exploratory Investigation of Multidimensional Customer Contact Sequences - Insights into Customer Behaviour in Multichannel Retailing

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Verlag C.H.Beck oHG, 2016

Published in: Marketing ZFP
Mau, Gunnar; Schuhen, Michael; Steinmann, Sascha; Schramm-Klein, Hanna

How children make purchase decisions: behaviour of the cued processors

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Emerald, 2016

Published in: Young Consumers
Drake, Philine; Hartig, Johannes; Froitzheim, Manuel; Mau, Gunnar; Schramm-Klein, Hanna; Schuhen, Michael

Theory-Based Behavioral Indicators for Children’s Purchasing Self-Control in a Computer-Based Simulated Supermarket

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Hogrefe Publishing Group, 2023

Published in: European Journal of Psychological Assessment
Mau, Gunnar; Büttner, Oliver; Schulz, Sebastian; Steinmann, Sascha; Schramm-Klein, Hanna

Ein deutschsprachiges Inventar kaufbegleitender Emotionen (IKE)

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Verlag C.H.Beck oHG, 2013

Published in: Marketing ZFP
RODRGUEZ-SANTOS, CARMEN; GANASSALI, STEPHANE; CASARIN, FRANCESCO; CERCHIELLO, PAOLA; MAU, GUNNAR; SANTOS, CARMEN RODRIGUES; SIEBELS, ASTRID

HOW PERCEIVED IMAGE OF A SPONSORSHIP EVENT INFLUENCES ON THE BRAND PERCEPTIONS: AN INTERNATIONAL RESEARCH OF THE AMERICA'S CUP AND LOUIS VUITTON

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GSE Research Limited, 2008

Published in: International Journal of Management Cases

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