Franz‐Rudolf Esch

Are brands forever? How brand knowledge and relationships affect current and future purchases

Franz‐Rudolf Esch, Tobias Langner, Bernd H. Schmitt et al. · Journal of Product & Brand Management · 2006 · 824 citations

Consumer Uncertainty, Consumer Research, Brand Strategy +19

Brands on the brain: Do consumers use declarative information or experienced emotions to evaluate brands?

Franz‐Rudolf Esch, Thorsten Möll, Bernd H. Schmitt et al. · Journal of Consumer Psychology · 2010 · 160 citations

Impact of symbolic product design on brand evaluations

Christian Brünner, Sebastian Ullrich, Patrik Jungen et al. · Journal of Product & Brand Management · 2016 · 75 citations

Consumer Research, Brand Strategy, Product Experience +19

The brand anchoring effect: A judgment bias resulting from brand awareness and temporary accessibility

Franz‐Rudolf Esch, Bernd H. Schmitt, Jörn Redler et al. · Psychology and Marketing · 2009 · 42 citations

Consumer Uncertainty, Fictitious Brand Alliances, High Awareness Brands +20

Message Reframing in Advertising

Niels Neudecker, Franz‐Rudolf Esch, Tobias Schaefers et al. · Psychology and Marketing · 2014 · 15 citations

Digital Marketing, Targeted Advertising, Consumer Research +22