Browsing AUT Business School by Author "Waiguny, M"

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Is it worth responding? The effect of different response strategies on the attitude toward the reviewed hotel

Waiguny, M; Kniesel, H; Diehl, S (European Advertising Academy, 2014)

Complaint management literature suggests that corporate response to consumer grievance is an important issue. But within practice the corporate act of hotels responding to (negative) online reviews remains modest. Thus, ...
Who gains, who loses? Recall and recognition of brand placements in 2D, 3D and 4D movies

Terlutter, R; Diehl, S; Koinig, I; Waiguny, M (İstanbul Technical University, Faculty of Management, 2013)

Brand placements in movies are common throughout the world. During the last 5 years, 3D movie technology has experienced a boost in cinemas and home entertainment. Furthermore advanced cinemas also offer “4”D experiences ...