Bachelor- und Masterarbeiten

Beispiele für Themen von Abschlussarbeiten:

• Employees’ Well-Being Interventions in Organizations
• Improving Consumers’ Financial Well-Being
• How Can Consumption Improve Consumer Well-Being?

Hilfreiche Literatur:

Brüggen, E. C., Hogreve, J., Holmlund, M., Kabadayi, S., & Löfgren, M. (2017). Financial well-being: A conceptualization and research agenda. Journal of Business Research, 79, 228-237.

Devezer, B., Sprott, D. E., Spangenberg, E. R., & Czellar, S. (2014). Consumer well-being: Effects of subgoal failures and goal importance. Journal of Marketing, 78(2), 118-134.

Diener, E. (1984). Subjective well-being. Psychological Bulletin, 95(3), 542.

Mende, M., & Van Doorn, J. (2015). Coproduction of transformative services as a pathway to improved consumer well-being: Findings from a longitudinal study on financial counseling. Journal of Service Research, 18(3), 351-368.

Netemeyer, R. G., Warmath, D., Fernandes, D., & Lynch Jr, J. G. (2018). How am I doing? Perceived financial well-being, its potential antecedents, and its relation to overall well-being. Journal of Consumer Research, 45(1), 68-89.

Page, K. M., & Vella-Brodrick, D. A. (2009). The ‘what’,‘why’and ‘how’of employee well-being: A new model. Social Indicators Research, 90, 441-458.

Beispiele für Themen von Abschlussarbeiten:

• Marketing for Stigmatized Consumers

• The Effect of Identity Threats on Consumer Behavior

• Gender Stereotyping of Brands / Service Providers / Employees: Implications for Organizations

Hilfreiche Literatur:

Branscombe, N. R., Ellemers, N., Spears, R., & Doosje, B. (1999). The context and content of social identity threat. Social identity: Context, commitment, content, 35-58.

Brescoll, V. L. (2016). Leading with their hearts? How gender stereotypes of emotion lead to biased evaluations of female leaders. The Leadership Quarterly, 27(3), 415-428.

Chaney, K. E., Sanchez, D. T., & Maimon, M. R. (2019). Stigmatized‐identity cues in consumer spaces. Journal of Consumer Psychology, 29(1), 130-141.

Reed II, A., Forehand, M. R., Puntoni, S., & Warlop, L. (2012). Identity-based consumer behavior. International Journal of Research in Marketing, 29(4), 310-321.

Rogova, N., & Matta, S. (2022). The role of identity in digital consumer behavior: A conceptual model and research propositions based on gender. AMS Review, 1-16.

Wooten, D., & Rank‐Christman, T. (2019). Stigmatized‐identity cues: Threats as opportunities for consumer psychology. Journal of Consumer Psychology, 29(1), 142-151.

Beispiele für Themen von Abschlussarbeiten:

• The Influence of Social Messages in Online Social Networks
• Identity-based Online Word-of-Mouth
• The Role of Social Media Marketing in Digital Customer Experience

Hilfreiche Literatur:

Alves, H., Fernandes, C., & Raposo, M. (2016). Social media marketing: a literature review and implications. Psychology & Marketing, 33(12), 1029-1038.

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing science, 48(1), 79-95.

Argo, J. J. (2020). A contemporary review of three types of social influence in consumer psychology. Consumer Psychology Review, 3(1), 126-140.

Grewal, L., & Stephen, A. T. (2019). Identity in the digital age. In A. Reed II, & M. Forehand (Eds.), Handbook of research on identity theory in marketing (pp. 388–403). Edward Elgar Publishing.

Rogova, N., & Matta, S. (2022). The role of identity in digital consumer behavior: A conceptual model and research propositions based on gender. AMS Review, 1-16.

Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current opinión in Psychology, 10, 17-21.

Beispiele für Themen von Abschlussarbeiten:

• Investigating the Role of Digitalization in Small and Medium-sized Companies’ Growth Strategies

• Investigating the Role of Sustainability in Small and Medium-sized Companies’ Growth Strategies

• Innovation Strategies for SMEs

Hilfreiche Literatur:

Audretsch, D. B., Coad, A. & Segarra, A. (2014). Firm growth and innovation. Small Business Economics, 43(4), 743–749.

Karlsson, C. & Tavassoli, S. (2016). Innovation strategies of firms: What strategies and why? Journal of Technology Transfer, 41(6), 1483–1506.

Terziovski, M. (2010). Innovation practice and its performance implications in small and medium enterprises (SMEs) in the manufacturing sector: a resource-based view. Strategic Management Journal, 31(8), 892–902.

Beispiele für Themen von Abschlussarbeiten:

• Open Innovation Approaches in SMEs: Effects on Innovation Performance
• B2B Open Innovation: Implications and Measures
• Effective Co-Creation and Open Innovation Ecosystems

Hilfreiche Literatur:

Alam, Muhammad Aftab, David Rooney, and Murray Taylor (2022), “From Ego‐Systems to Open Innovation Ecosystems: A Process Model of Inter‐Firm Openness,” Journal of Product Innovation Management, 39 (2), 177–201.

Bogers, Marcel, Ann-Kristin Zobel, Allan Afuah, Esteve Almirall, Sabine Brunswicker, Linus Dahlander, Lars Frederiksen, Annabelle Gawer, Marc Gruber, Stefan Haefliger, John Hagedoorn, Dennis Hilgers, Keld Laursen, Mats G. Magnusson, Ann Majchrzak, Ian P. McCarthy, Kathrin M. Moeslein, Satish Nambisan, Frank T. Piller, Agnieszka Radziwon, Cristina Rossi-Lamastra, Jonathan Sims, and Anne L. J. Ter Wal (2017), “The Open Innovation Research Landscape: Established Perspectives and Emerging Themes across Different Levels of Analysis,” in Industry and Innovation, 8–40.

Chesbrough, Henry William (2003), Open Innovation: The New Imperative for Creating and Profiting from Technology, Boston, Mass.: Harvard Business School Press.

Hossain, Mokter and Ilkka Kauranen (2016), “Open Innovation in SMEs: A Systematic Literature Review,” Journal of Strategy and Management, 9 (1), 58–73.

Markovic, Stefan, Mehdi Bagherzadeh, Wim Vanhaverbeke, and Marcel Bogers (2021), “Managing Business-to-Business Open Innovation: A Project-level Approach,” Industrial Marketing Management, 94, 159–163.

Piller, Frank T., Christoph Ihl, and Alexander Vossen (2010), “A Typology of Customer Co-Creation in the Innovation Process,” SSRN Electronic Journal.

Beispiele für Themen von Abschlussarbeiten:

• The Role of Sustainability in Branding

• Investigating the Relationship between Brand Equity and Sustainability

• The Role of Employer Branding in attracting Generation Z Talents

Hilfreiche Literatur:

Biswas, M. K. & Suar, D. (2016). Antecedents and Consequences of Employer Branding. Journal of Business Ethics, 136 (1), 57–72.

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57 (1).

Olsen, M. C., Slotegraaf, R. J. & Chandukala, S. R. (2014). Green Claims and Message Frames: How Green New Products Change Brand Attitude. Journal of Marketing, 78 (5), 119–137.

Theurer, C. P., Tumasjan, A., Welpe, I. M. & Lievens, F. (2018). Employer Branding: A Brand Equity-based Literature Review and Research Agenda. International Journal of Management Reviews, 20 (1), 155–179.

Yoo, B., Donthu, N. & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28 (2), 195–211.

Beispiele für Themen von Abschlussarbeiten:

• Privacy Literacy and its Effect on Consumer Behavior
• The Role of AI in shaping Consumer Behavior or Employee Behavior
• The Role of Consumers’ Privacy on Marketplace Behavior
• The Role of Employees' Privacy on Behavior in Organizations

Hilfreiche Literatur:

Abrardi, Laura, Carlo Cambini, and Laura Rondi (2022), “Artificial intelligence, firms and consumer behavior: A survey,” Journal of Economic Surveys, 36 (4), 969-991.

Alzaidi, Maram Saeed and Gomaa Agag (2022), “The role of trust and privacy concerns in using social media for e-retail services: The moderating role of COVID-19,” Journal of Retailing and Consumer Services, 68.

Martin, Kelly D., Abhishek Borah, and Robert W. Palmatier (2017), “Data Privacy: Effects on Customer and Firm Performance,” Journal of Marketing, 81 (1), 36–58.

Scarpi, Daniele, Gabriele Pizzi, and Shashi Matta (2022), “Digital Technologies and Privacy: State of the Art and Research Directions,” Psychology and Marketing, 39 (9), 1687-1697.