Concepedia

Torsten Tomczak

TT

19

Publications

1.8K

Citations

17

H-Index

2005

Active since

Affiliations

University of St.Gallen(Current)

RWTH Aachen University

University of Zurich

Torsten Tomczak is an author at University of St.Gallen specializing in management, marketing, and business.

Top concepts

ManagementBusinessMarketingConsumer ResearchOrganizational BehaviorStrategic ManagementAdvertisingBrand AwarenessCustomer SatisfactionBehavioral Decision Making

Publications per year

2005–2019

19

Publications

19

Brand-Specific Leadership: Turning Employees into Brand Champions

Felicitas Morhart, Walter Herzog, Torsten Tomczak · Journal of Marketing · 2009 · 518 citations

Transformational Leadership, Brand Strategy, Brand Champions +19

Managing brand consistent employee behaviour: relevance and managerial control of behavioural branding

Sven Henkel, Torsten Tomczak, Mark Heitmann et al. · Journal of Product & Brand Management · 2007 · 214 citations

Brand Strategy, Consumer Research, Organizational Behavior +19

The moderating effect of manipulative intent and cognitive resources on the evaluation of narrative ads

Daniel Wentzel, Torsten Tomczak, Andreas Herrmann · Psychology and Marketing · 2010 · 185 citations

Behavioral Decision Making, Consumer Study, Cognitive Resources +20

The asymmetric effects of exploitation and exploration on radical and incremental innovation performance: An uneven affair

Silke Lennerts, Anja Schulze, Torsten Tomczak · European Management Journal · 2019 · 151 citations · Full text

Innovation Study, Incremental Innovation Performance, Uneven Affair +12

Determinants of radical product innovations

Andreas Herrmann, Torsten Tomczak, René Befurt · European Journal of Innovation Management · 2006 · 118 citations

Innovation Evaluation, New Technologies, Innovation Adoption +17

Rows per page

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