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U. Orth, Malkewitz, K., and Bee, C., Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising, Journal of Current Issues and Research in Advertising, vol. 32, no. 1, pp. 69-80, 2010.
U. Orth, Koenig, H., and Firbasova, Z., Cross-national differences in consumer response to the framing of advertising messages: An exploratory comparison from central Europe, European Journal of Marketing, vol. 41, no. 3/4, 2007.
U. Orth, Why Consumers (Do Not) Buy Oregon Wine, OSU Grapevine Research Days. Corvallis, OR, 2004.
U. Orth, Measuring Buyer Response to Oregon Wine Branding Messages, Presentation to Oregon Wine Advisory Board, Promotions Committee. Salem, Oregon, 2003.
U. Orth, Wines and Lifestyles, Presentation to Oregon Wine Advisory Board. Salem, OR, 2003.
U. Orth, Craft Brews: Consumer Preferences and Psychographics, Presentation to Widmer Borthers Brewing Co. Portland, OR, 2002.
U. Orth, Oregon Agriculture’s Image, Presentation to the Agribusiness Council of Oregon. Carlton, OR, 2002.
U. Orth, Designing a meaningful symbol for “Oregon” Wine, Presentation to the Oregon Wine Advisory Board, Promotions Committee. Portland, OR, 2002.
U. Orth, Advantageously Positioning Oregon Wine, Presentation to Oregon Wine Advisory Board, Research Committee. Corvallis, OR, 2002.
U. Orth, Contemporary Marketing Research, Presentation to Oregon Association of Nurserymen / Marketing Committee. Aurora, OR, 2001.
U. Orth, The communicators’ role in promoting organically grown products, Presentation to Kassel University, Dept. of Agriculture, International Development and Organic Production. Witzenhausen/Germany, 2001.
U. Orth, Psychographic Segmentation of Visitors to Southern Moravia., International Conference “Region - Services - Travel Industry”. Ostrava/ Czech Republic, 2001.