No public value without a valued public     

Bettina Lis  Heinz-Werner Nienstedt  Christoph Günster 《媒体管理杂志》2018,20(1):25-50

This study aims to enlighten the controversial discussion about the term public value in an innovative way. Instead of normative pronouncements and paternalistic posits, this study combines a theoretical, literature-based conception with an empirical quantitative approach. For this, the key term, public value, is split into its constituent parts of customer value and citizen value and is transformed into measurable attributes. By means of a choice-based conjoint analysis on panel data for Germany and the United Kingdom, we explore which performance attributes of public service broadcasters are the most important. Based on the results, we create a conception of public value from the perspective of the license fee payers as the main stakeholder of public service broadcasters. Our findings may unlock existing potential to increase our understanding of what is meant by the term public value.  相似文献   

The Influence of the Congruence Between Brand and Consumer Personality on the Loyalty to Print and Online Issues of Magazine Brands     

Heinz-Werner Nienstedt  Frank Huber  Carolin Seelmann 《媒体管理杂志》2013,15(1):3-26

An important development in the theory of brands has been the concept of a brand personality as part of the brand image. The construct of congruence relates the personality of brands to the self-concept of consumers. It is assumed that congruence between the recipient's perception of his or her own personality and his or her perception of the brand personality leads to a higher degree of loyalty. The congruence construct has been proven to be a loyalty-promoting factor in various studies for consumer good brands. Whether the influence of congruence also exists with regard to media brands has, however, not yet been examined. As a step to close the gap, this research explores the effects of congruence on consumer loyalty in the media, taking the leading German news magazine brands— Focus, Spiegel, and Stern—which are published in print and online, as a case. The study uses a structural equation model, which is estimated by the partial least squares method, based on a questionnaire answered by 736 respondents. The model was tested for all respondents and those with print and online preference separately. As a result, the influence of congruence on loyalty could also be detected in our media case. Differences of the impact within the models for print and online give rise to the assumption that a differentiated approach to brand management in these two fields has to be taken into consideration.  相似文献   

New information technologies: International Co-operation from the German point of view     

Heinz-Werner Poelchau 《Prospects》1997,27(3):393-402

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