Harley Krohmer

University of Bern — Switzerland

Business, Management and Accounting · Social Sciences

23h-index5.0kcitations141works0.32yr avg
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Research Topics

Consumer Behavior in Brand Consumption and Identification(44), Corporate Governance and Management(36), Customer Service Quality and Loyalty(17), Digital Marketing and Social Media(16), Digital Innovation in Industries(16)

Publications141 total

The Phenomenon of Creepiness in a Digital Marketing World
Psychology and Marketing·2025Open Access
Beyond Strong Bonds: a Typology and Motivational Insights into Online Brand Defenders
Universität Zürich, ZORA·2025Open Access
Beyond Strong Bonds: A Typology of and Motivational Insights into Online Brand Defenders
Journal of Interactive Marketing·2025· 1 cited
Succeeding in competitive arenas with arena-relevant marketing capabilities
European Journal of Marketing·2022· 6 cited
The Retirement Planning Crisis: Finding a Way Out with a Consumer Behavior Perspective
2020· 5 cited
A Typology of Consumer Brand Defenders: When Egoists, Justice Fighters and Brand Fans Defend your Brand
Bern Open Repository and Information System (University of Bern)·2020· 1 cited
A De-biased Direct Question Approach to Measuring Consumers' Willingness\n to Pay
arXiv (Cornell University)·2020Open Access
A Typology of Consumer Brand Defenders
Bern Open Repository and Information System (University of Bern)·2020
Creepiness in Personalized Online Advertising
Bern Open Repository and Information System (University of Bern)·2020
A De-Biased Direct Question Approach to Measuring Consumers' Willingness to Pay
International Journal of Research in Marketing·2020· 2 citedOpen Access
What really matters for startups in luxury: entrepreneurial luxury excellence
Journal of Research in Marketing and Entrepreneurship·2019· 7 cited
The role of brand prominence and extravagance of product design in luxury brand building: What drives consumers’ preferences for loud versus quiet luxury?
Journal of Brand Management·2019· 56 cited
Brand Defense durch die Community – Wenn Konsumenten und Konsumentinnen Marken verteidigen
Bern Open Repository and Information System (University of Bern)·2019
Digitization of Customer Experience in Luxury
Bern Open Repository and Information System (University of Bern)·2019
Creepiness in personalized online marketing: Concept, measurement, and consequences
Bern Open Repository and Information System (University of Bern)·2019
What Drives Consumers to Defend Your Brand Against Criticism? Egoistic versus Altruistic Motives
Bern Open Repository and Information System (University of Bern)·2019
How Consumer Brand Sabotage Affects Observing Consumers: Buffering Versus Amplifying Effects of Consumers’ Prior Self-Brand Connections
ACR North American Advances·2019
When Consumer Brand Sabotage Harms Other Consumers' Relationship with the Brand
Bern Open Repository and Information System (University of Bern)·2018
The Phenomenon of Brand Noise and Related Consumer Preferences in the Luxury Industry
Bern Open Repository and Information System (University of Bern)·2018
How Should Retailers Deal with Consumer Sabotage of a Manufacturer Brand?
Journal of the Association for Consumer Research·2018· 7 cited
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Frequent Co-authors

Christian Homburg(20), Wayne D. Hoyer(11), Bettina Nyffenegger(11), Lucia Malär(8), Klaus M. Miller(8), John P. Workman(7), Reto Hofstetter(6), Z. John Zhang(6), Andrea Kähr(5), Elena Ehrensperger(3), Joseph P. Cannon(2), Ingo Kiedaisch(2), Daria Greenberg(2), Ove Jensen(1), Sabine Kuester(1), Michael Schulte‐Mecklenbeck(1), Daniela Herzog(1), John H. Zhang(1), Andreas Grandinger(1), Ruth Stock‐Homburg(1)