Event marketing is considered a relatively novel marketing tool. In contrast to conventional
communication strategies, event marketing features the active participation of target groups in …

Unter Rückgriff auf ausgewählte Prämissen der Service-Dominant Logic (SDL) werden die
Erkenntnisse der etablierten modernen und der soziokulturellen Markenforschung strukturiert…

… Steffen Jahn entwickelt eine Typologie des Konsumentenwertes, die erstmalig die
kollektiven Asnpekte des Konsums und deren Bedeutung für das Konsumerlebnis angemessen …

Understanding older adults’ product consumption behavior is of high importance to consumer
and marketing research. Prior studies have mainly focused on older adults’ cognitive …

… Steffen Jahn und Jan Drengner … Steffen Jahn ist Akademischer Rat an der Professur
für Marketing, insb. Konsumentenforschung an der Georg-August-Universität Göttingen. Prof. …

… Jan Drengner und Steffen Jahn … Steffen Jahn ist Wissenschaftlicher Mitarbeiter am
Lehrstuhl für Marketing und Handelsbetriebslehre an der Technischen Universität Chemnitz. …

Marketing researchers frequently conduct mediation analysis to enrich their understandingof
a focal causal relationship by examiningits underlying mechanism. The main purposeof this …

Meat consumption is increasingly being seen as unsustainable. However, plant-based meat
alternatives (PBMA) are not widely accepted yet. PBMA aim to imitate the experience of …

Nutrition labeling literature yields fragmented results about the effect of front-of-package (FOP)
nutrition label formats on healthy food choice. Specifically, it is unclear which type of …

Cysteinyl leukotrienes (cysLT), ie, LTC 4 , LTD 4 , and LTE 4 , are lipid mediators derived
from the 5-lipoxygenase pathway, and the cysLT receptors cysLT 1 -R/cysLT 2 -R mediate …