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Kummer, Claudia
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Official Name
Kummer, Claudia
Visiting Lecturer at Széchenyi István University in Györ
Young Science Ambassador
Verband der Marktforscher Österreichs
Akademische Titel
Ehemalige FH Mitarbeiterin
ORCID
Scopus Author ID
37077608700
Status
exstaff
Research Outputs
Now showing 1 - 10 of 19
- Publication
255 1 - PublicationCountry-of-Origin vs. Foreign Branding: Does Incongruent Verbal Package Information Affect Consumers' Purchase Intention?This contribution investigates under which conditions consumers can identify a product’s country of origin when confronted with conflicting information on the product package. Our study draws on current literature on the country-of-origin effect and on foreign branding, a naming strategy designed to evoke associations of a favoured origin by means of the language or spelling cues included in the brand name. The study we conducted has two major objectives. The first one is to ascertain how much attention is paid to the country-of-origin at the point of sale. The second one is to clarify whether foreign branding effects can also be found in connection with the Croatian language. Therefore, an eye-tracking experiment with a follow-up questionnaire was conducted using a student sample. Results showed that attention can be distracted from the country of origin by positioning this element on the back label. Interestingly, findings also indicated that label design, price and shelf positioning influence the buying decision more than congruency of country of origin and brand name. It can further be concluded that incongruence between the country of origin and the language of the brand name seems to be less important for German and English branded olive oils. However, the results for Croatian branded olive oils were clearly better in a condition when those elements were congruent.
113 2 - Publication
155 2 - PublicationThe negative consequences of the store environment - An empirical investigation(2011-09)
;Garaus, Marion119 2 - PublicationSEMAFO7 : Skala zur Messung sozialer Erwünschtheit in der Marktforschung(Zentrum für Psychologische Information und Dokumentation (ZPID), 2011)
;Grohs, Reinhard; Die SEMAFO7 dient der bereichsspezifischen Messung der Tendenz zu sozial erwünschtem Antwortverhalten im Kontext der Marktforschung. Die Skala weist primär zwei Anwendungsmöglichkeiten auf (Grohs, Ebster & Kummer, 2009): Sie dient zum Einen der Identifikation von Skalen, deren Resultate durch sozial erwünschtes Antwortverhalten beeinflusst werden. Die SEMAFO7 fungiert hier als Kontrollskala, deren Korrelation mit einer für die Fragestellung inhaltlich relevanten, theoretisch jedoch unkorrelierten Skala als Indiz für sozial erwünschtes Antwortverhalten zu werten wäre. Zum Anderen können mit der SEMAFO7 Personen identifiziert werden, die in besonderem Maße zu sozial erwünschtem Antwortverhalten neigen. Es fehlt allerdings bislang eine Normierung, aus der sich Kriterien für einen Ausschluss von Probanden aus der Analysestichprobe oder Gewichtungsfaktoren zur Korrektur von Antworttendenzen ableiten lassen.175 1 - PublicationTHE 5-DOOR APPROACH TO ELEARNING FOR THE INTERREG EXCELLENCE IN RESEARCH, SOCIAL, AND TECHNOLOGICAL INNOVATION MANAGEMENT (EXCELLENCE-IN-RESTI)(IATED Academy, 2018-03)
; ;Weiss, Gorazd; ; 12 partners from 9 countries in the Danube Region formed a collaborative learning community to design, test, and offer a quality Excellence in Research, Social and Technological Innovation Project Management Programme with the core purpose of increasing the capacity for EU project acquisition, planning, and implementation. The project is funded by the EU Interreg Danube Transitional Programme and lead by The Centre for Social Innovation (ZSI), Vienna, Austria. The target audience are young professionals, but the programme is open to all interested learners. The curriculum is composed of five modules and 20 classes—offering information, advice, theories, processes, methods and tools to lead participants to success with their projects. The classes are structured to align with the ECTS credit system in EU universities and participants will earn a Certificate of Completion from the Project Consortium. The curriculum will be piloted during an entire year with three face-to-face events, but is intended to be offered fully online and completed through self-assessment in each step.247 2