TY  - CHAP
T1  - Undertaking Successful Brand Design in Sport
Y1  - 2014
A1  - Malkewitz,Keven
A1  - Bee,Colleen
KW  - Marketing
KW  - MBA
CY  - New York, NY
U2  - d
U4  - 14211733505
ID  - 14211733505
ER  - 

TY  - JOUR
T1  - The accuracy of design-based judgments: A constructivist approach
JF  - Journal of Retailing
Y1  - 2012
A1  - Malkewitz,Keven
A1  - Orth,Ulrich
KW  - Marketing
KW  - MBA
U2  - a
U4  - 216838387712
ID  - 216838387712
ER  - 

TY  - JOUR
T1  - Servicescape interior design and consumers' personality impressions
JF  - Journal of Services Marketing
Y1  - 2012
A1  - Malkewitz,Keven
A1  - Orth,Ulrich
A1  - Heinrich,Frauke
KW  - Marketing
KW  - MBA
U2  - a
U4  - 216839055360
ID  - 216839055360
ER  - 

TY  - JOUR
T1  - Formation of consumer price expectation based on package design: attractive and quality routes
JF  - Journal of Marketing Theory and Practice
Y1  - 2010
A1  - Malkewitz,Keven
A1  - Orth,Ulrich
KW  - Marketing
KW  - MBA
U2  - a
U4  - 216838086656
ID  - 216838086656
ER  - 

TY  - JOUR
T1  - Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising
JF  - Journal of Current Issues and Research in Advertising
Y1  - 2010
A1  - Orth,Ulrich
A1  - Malkewitz,Keven
A1  - Bee,Colleen
KW  - Marketing
KW  - MBA
AB  - This research sheds insight on how consumer gender and personality produce different levels of mixed emotions in response to advertising resulting in divergent brand attitudes. Using a more complete measure of emotional response than previously used in advertising research, we manipulate the perceived incongruity between advertisement role portrayals and viewers’ self concept and show that women exhibit higher levels of mixed emotions than do men, but they respond with more favorable attitudes toward the advertised brand. Further, individuals who are more neurotic, introvert, or antagonistic experience higher levels of mixed emotions, and respond with less favorable attitudes when experiencing ad-evoked mixed emotions. Implications focus on advancing mixed emotions, gender, and personality research, and on the use of sex role portrayals in advertising.
VL  - 32
CP  - 1
U2  - a
U4  - 33587675137
ID  - 33587675137
ER  - 

TY  - JOUR
T1  - The influence of program context intensity: An examination of television advertising during war news
JF  - Journal of Current Issues and Research in Advertising
Y1  - 2010
A1  - Malkewitz,Keven
KW  - Marketing
KW  - MBA
U2  - a
U4  - 216837873664
ID  - 216837873664
ER  - 

TY  - JOUR
T1  - Holistic package design and consumer brand impressions
JF  - Journal of Marketing
Y1  - 2008
A1  - Malkewitz,Keven
A1  - Orth,Ulrich
KW  - Marketing
KW  - MBA
U2  - a
U4  - 216837691392
ID  - 216837691392
ER  -