Concepedia

Hannes Gurzki

HG

4

Publications

483

Citations

4

H-Index

2013

Active since

Affiliations

Technische Universität Braunschweig(Current)

Hannes Gurzki is an author at Technische Universität Braunschweig specializing in business, marketing, and brand equity.

Top concepts

BrandingBusinessMarketingManagementBrand EquityBrand StrategyBrand AwarenessLuxury BrandingBrand ManagementBrand Development

Publications per year

2013–2019

4

Publications

4

Mapping the luxury research landscape: A bibliometric citation analysis

Hannes Gurzki, David M. Woisetschläger · Journal of Business Research · 2016 · 284 citations

Altmetrics, Luxury Research Landscape, Engineering +6

Drivers of Brand Extension Success: What Really Matters for Luxury Brands

Carmen‐Maria Albrecht, Christof Backhaus, Hannes Gurzki et al. · Psychology and Marketing · 2013 · 119 citations

Customer Satisfaction, Consumer Research, Brand Strategy +17

Crafting Extraordinary Stories: Decoding Luxury Brand Communications

Hannes Gurzki, Nadia Schlatter, David M. Woisetschläger · Journal of Advertising · 2019 · 67 citations

Luxury, Brand Strategy, Education +21

Value Creation for Luxury Brands through Brand Extensions: An Investigation of Forward and Reciprocal Effects

Carmen‐Maria Albrecht, Christof Backhaus, Hannes Gurzki et al. · Marketing ZFP · 2013 · 13 citations

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