Concepedia

Rico Piehler

RP

14

Publications

842

Citations

14

H-Index

2013

Active since

Affiliations

University of Bremen(Current)

Macquarie University

Temple University

Rico Piehler is an author at University of Bremen specializing in management, marketing, and brand management.

Top concepts

MarketingManagementBrand ManagementBrand AwarenessBrand DevelopmentBrandingBusinessBrand EquityBrand StrategyConsumer Research

Publications per year

2013–2021

14

Publications

14

“That's not my job”: Exploring the employee perspective in the development of brand ambassadors

Lina Xiong, Ceridwyn King, Rico Piehler · International Journal of Hospitality Management · 2013 · 159 citations

Marketing, Employee Perspective, Management +11

The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour

Rico Piehler, Ceridwyn King, Christoph Burmann et al. · European Journal of Marketing · 2016 · 152 citations

Brand Strategy, Consumer Research, Brand Loyalty +19

Consumers’ online brand-related activities (COBRAs) on SNS brand pages

Rico Piehler, Michael Schade, Barbara Kleine-Kalmer et al. · European Journal of Marketing · 2019 · 69 citations

Cultural Consumption, Digital Marketing, Consumer Motivation +24

Employees’ brand understanding, brand commitment, and brand citizenship behaviour: a closer look at the relationships among construct dimensions

Rico Piehler · Journal of Brand Management · 2018 · 67 citations

Brand Equity, Brand Commitment, Business +8

Traditional or ‘instafamous’ celebrity? Role of origin of fame in social media influencer marketing

Rico Piehler, Michael Schade, Julia Sinnig et al. · Journal of Strategic Marketing · 2021 · 61 citations

Rows per page

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