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Two new publications co-authored by Professor Schlegelmilch


Professor Schlegelmilch has co-authored two new papers in International Business Review and Online Information Review respectively.

Singh, Jaywant, Shukla, Paurav and Schlegelmilch, Bodo. (2021). Desire, Need, and Obligation: Examining Commitment to Luxury Brands in Emerging Markets. International Business Review. 101947. 10.1016/j.ibusrev.2021.101947.

Written with co-authors from United Kingdom, this paper examines brand-commitment dimensions based on consumer desire, need, and obligation in context of luxury brands in emerging market.

Wu, Tong, Wu Jintao, Reynolds, Jonathan and Schlegelmilch, Bodo. B (2021). “CEOs as Corporate Ambassadors: Deciphering Leadership Communication via Twitter.”Online Information Review, DOI 10.1016/j.ibusrev.2021.101947.

Written with co-authors from China and United Kingdom, this paper deciphers leadership communication via the social media channel Twitter. It analyses how CEOs communicate via Twitter and helps develop guidelines for effective tweeting strategies that can leverage leadership communication.

Take a look at these publications!

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