@article {1969541,
	title = {Choice Overload and Online Approach Behavior},
	journal = {International Journal of e-Business Research},
	volume = {15},
	year = {2019},
	month = {2019},
	pages = {56-72},
	keywords = {Design Program, Graphic Design, Marketing},
	author = {Tung,Tsun-Yin and Burns,Leslie and Koenig,Hal}
}
@article {1972536,
	title = {Contextual Influences: Building Brand Community in Large and Small Colleges},
	journal = {Journal of Marketing for Higher Education},
	year = {2010},
	month = {2010},
	abstract = {This research extends recent efforts that have introduced and empirically tested a conceptual model of brand community in the context of higher education. This emerging literature has indicated that brand community provides a framework that can inform and guide marketing investments in ways that lead to affinity and stronger loyalty to the brand and institution. This paper presents the results of a national survey that examines the potential impact that institutional size may have on the relationships of an alumni brand community. This paper also explores the implications of the size of the educational institution on relevant and desired marketing outcomes that include the willingness to recommend the university to friends and family and a desire to purchase licensed apparel},
	keywords = {Marketing},
	author = {McAlexander,Jim and Koenig,Hal}
}
@article {1972541,
	title = {Cross-national differences in consumer response to the framing of advertising messages: An exploratory comparison from central Europe},
	journal = {European Journal of Marketing},
	volume = {41},
	year = {2007},
	month = {2007},
	abstract = {This study examines consumer response to positively versus negatively framed advertisements in four Central European countries. Different emotional, cognitive and attitudinal reactions to advertisements for food products were found with respondents in Croatia, the Czech Republic, Hungary and Poland. Testing a comprehensive structural equation model separately for each country revealed differences as well as similarities in how positively and negatively framed advertisements elicited the emotional dimensions downbeat, pleased and attentive, and affected consumer cognitions and attitudes. Across countries, the intertwined roles of emotions and cognitions in affecting consumer attitudinal response were generally confirmed, suggesting cross-cultural robustness of the underlying framework.},
	keywords = {Marketing},
	author = {Orth,Ulrich and Koenig,Hal and Firbasova,Zuzana}
}
@article {1980176,
	title = {Challenges Relative to Food Safety in School Foodservice},
	year = {2002},
	month = {2002},
	address = {Riverside, CA.},
	keywords = {Marketing},
	author = {Koenig,Hal and Giampaoli,Joan and Sneed,Jeannie and Cluskey,Mary}
}
@article {1971151,
	title = {Creating Brand Equity Through Strategic Investments},
	journal = {Journal of Private Equity},
	volume = {5},
	year = {2002},
	month = {2002},
	pages = {45-52},
	abstract = {Brand equity is central to an understanding of the worth of any business, yet it exists in the minds of consumers as a mixture of awareness and image. To measure and understand how this equity is developed, mananged, and enhanced is central to all theories of value creation. This article looks at the concepts of brand identity, brand meaning, brand response, and brand relationship with an eye toward how the measure of brand equity correlates with and is influenced by technology equity, communication equity, and foreign strategic investments. Seventy-seven multinational firms are tracked through the years 1986-1988 and results are reported on based on R\&D expenses, advertising costs, and investments in foreign subsidiaries.},
	keywords = {Marketing, Strategy \& Entrepreneurship},
	author = {Mishra,Chandra  S. and Koenig,Hal and Gobeli,Dave}
}
