Professur für Marketing und Handelsmanagement

Publikationsliste

Accepted Conference Articles:

  • Derenthal, J./Toporowski W. (2024). See Right Through Me – Refining Transparent Content in Product-Related Corporate Social Responsibility Communication on Social Media. 9th Nordic Retail and Wholesale Conference (NRWC). Helsingborg, Sweden.

    • Derenthal, J./Toporowski, W. (2024). Can I Trust This? Credibility Strategies in Product-Related CSR Communication in Social Media. EMAC 2024 Annual Conference. Bucharest, Romania.

      • Derenthal, J./Nikerson, R. C./Toporowski, W. (2023). Conveying Sustainability: Product-Related CSR Communication in Social Media. EMAC 2023 Annual Conference. Odense, Denmark.

        • Derenthal, J./ Toporowski, W. (2021). The Impact of Food Retailer’s Online Communication about Sustainable Packaging on eWOM: The Moderating Role of the Social Media Platform. 7th Nordic Retail and Wholesale Conference (NRWC). Umeå, Sweden.
        • Derenthal, J./Fischer, S. F./Toporowski, W. (2020). Brand buzz, branding strategies, and firm value: An investigation among US restaurants. 7th Nordic Retail and Wholesale Conference (NRWC). Umeå, Sweden.