FH Bielefeld
University of
Applied Sciences
Foto von Sabrina Hegner
Prof. Dr. rer. pol.

Sabrina Hegner

Fachbereich Wirtschaft und Gesundheit
Lehrgebiet Psychologische Grundlagen, Methoden d. Psychologie, Markt- u. Werbepsychologie
Kontakt
Raum B 425
Telefon +49.521.106-70336
sabrina.hegner@fh-bielefeld.de
Lehrveranstaltungen
  • Fachgruppe WPS
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  • Grundl.d.Marketings u.d. Werbepsy.
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  • Klausur 22.-30.01.
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  • Klausuren Kw 3_1
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  • Methodenlehre 1
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  • Wirtschaftspsychologisches Projekt
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Publikationen

Monographien

  • Hegner, S. (2012). Die Relevanz des Vertrauens für das identitätsbasierte Management globaler Marken - Ein interkultureller Vergleich zwischen Deutschland, Indien und Südafrika, Wiesbaden: Gabler. (Dissertation)
  • Hegner, S. (2008). Self-Congruity and Consumer Behaviour – A Meta-Analysis, Saarbrücken: VDM Verlag Dr. Müller. (Diplomarbeit)

Beiträge in referierten Fachzeitschriften

  • Beldad, A., van Laar, E., & Hegner, S. (2017). It’s not always about being first: An investigation into the moderating roles of pre-crisis reputation and crisis type in the relationship between communication timing and trust and purchase intention. Journal of Contingencies and Crisis Management (in press).
  • Hegner, S., ter Avest, A., & Fenko, A. (2017). Using the Theory of Planned Behaviour to understand brand love. Journal of Product and Brand Management, 26 (1), 26-41.
  • Hegner, S., Fetscherin, M., & van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product and Brand Management, 26 (1), 13-25.
  • Beldad, A. & Hegner, S. (2017). More photos to come: Factors influencing the intention to continue sharing personal photos on an online social networking (OSN) among Dutch young adults. International Journal of Human-Computer Interaction, 33 (5), 410-422.
  • Hegner, S., Beldad, A., & Kraesgenberg, A.-L. (2016). The impact of crisis response strategy, crisis type, and corporate social responsibility on post-crisis consumer trust and purchase intention. Corporate Reputation Review, 19 (4), 357-370.
  • Hegner, S. & Jevons, C. (2016). Measuring brand trust: a cross-national validation. Journal of Product and Brand Management, 25 (2), 58-68. Hegner, S., Beldad, A., & Klein-Langenhorst, N. (2016). Here’s one for the next show - The influence of four marketing tactics on consumer relationships in the performing arts. Arts and the Market, 6 (1), 52-67.
  • Beldad, A., Hegner, S., & Hoppen, J. (2016). So much information about a motorcycle from a Miss? The effect of virtual sales agent (VSA) gender – product gender congruence on product advice credibility, VSA trustworthiness, trust in an online vendor, as and online purchase intention. Computers in Human Behavior, 60, 62-72.
  • Schade, M., Hegner, S., Horstmann, F., & Brinkmann, N. (2016). The impact of attitude functions on luxury brand consumption: An age-based group comparison. Journal of Business Research, 69 (1), 314–322.
  • Beldad, A., Gosselt, J., Hegner, S., & Leushuis, R. (2015). Giving once again in the context of two countries: Determinants of Dutch and American donors' repeat donation intention. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 26 (2), 442–465.
  • Van Deursen, A., Hegner, S., Bolle, C., & Kommers, P. (2015). Modeling habitual and addictive smartphone behavior: The role of smartphone usage types, emotional intelligence, social stress, self-regulation, age, and gender. Computers in Human Behavior, 45, 411–420.
  • Hegner, S., Beldad, A., & Kamphuis op Heghuis, S. (2014). How company responses and trusting relationships protect brand equity in times of crises. Journal of Brand Management, 21 (5), 429–445.
  • Burmann, C., Hegner, S., & Riley, N. (2009). Towards an identity based branding, Marketing Theory, 9 (1), 113-118.

Beiträge in nationalen Publikationsorganen

  • Hegner, S. & Burmann, C. (2012). Kompetent, berechenbar, wohlwollend, integer, Markenartikel, 8, 28-31.

Beiträge in Sammelbänden

  • Hegner, S., Kusse, D., & Pruijn, A. (2015). Watch it! The influence of forced pre-roll video ads influence on consumer perceptions, in Verlegh, P., Voorveld, H., & Eisend, M. (Eds.): Advances in Advertising Research series (Vol. VI), Springer, Wiesbaden, 63-74.
  • Voorn, R., Hegner, S., & Pruijn, A. (2015). The Role of Product Type and Personality in Brand Love Relationships, in Fetscherin, M. and Heilmann, T. (eds.), Consumer Brand Relationships: Meaning, Measuring, Managing, Palgrave MacMillan, New York, 83-106.
  • Hegner, S. & Beldad, A. (2014). Speech is silver, silence is golden? An experimental study into the relationship between crisis response strategies, post-crisis brand equity, and brand trust. Proceedings of the Summer AMA conference.
  • Schade, M., Hegner, S., & Horstmann, F. (2014). The relevance of attitude functions for luxury brand consumption during human life span. Proceedings of the Summer AMA conference.
  • Hegner, S. (2012). Development and Validation of a Trust Scale for Global Brands in Germany, India, and South Africa – Constraints to Hofstede's Cultural Framework, Proceedings of the European Marketing Academy Conference.
  • Hegner, S. (2009). Self-Congruity and Consumer Behaviour – A Meta-Analysis, Proceedings of the European Marketing Academy Conference.

Referierte Konferenzbeiträge

  • Fetscherin, M. & Hegner, S. (2017). Theory of Brand Hate. EMAC 2017, Groningen, the Netherlands.
  • Hegner, S., Fetscherin, M., & van Delzen, M. (2016). Antecedents and outcomes of brand hate. EMAC 2016, Oslo, Norwegen.
  • Beldad, A., Hegner, S., & van Laar, E. (2016). Proactive crisis communication when pre-crisis reputation is rotten? The moderating roles of pre-crisis reputation and crisis type in the relationship between communication timing and trust and purchase intention. AMS Annual Conference, Lake Buena Vista, Florida.
  • Beldad, A., Hegner, S., & Kraesgenberg, A.-L. (2016). The impact of corporate social responsibility (CSR) program type, crisis response strategy, and crisis type on post-crisis consumer trust. AMS Annual Conference, Lake Buena Vista, Florida.
  • Kraesgenberg, A.-L., Beldad, A., & Hegner, S. (2016). The impact of corporate social responsibility type, crisis response strategy, and crisis type on post-crisis consumer trust and purchase intention. AMS 19th World Marketing Congress, Paris, France.
  • Hegner, S., Benker, R., & Pruijn, A. (2015). The effect of humour and location congruence in ambient advertising. ICORIA 2015, London, UK. Hegner, S. & Fetscherin, M. (2015). Antecedents and consequences of brand hate, 4th International Consumer Brand Relationship Conference, Porto, Portugal.
  • Hegner, S. & Beldad, A. (2014). Speech is silver, silence is golden? An experimental study into the relationship between crisis response strategies, post-crisis brand equity, and brand trust. Summer AMA, San Francisco, USA (Best Paper in Track Advertising, Promotion & Marketing Communication).
  • Schade, M., Hegner, S., & Horstmann, F. (2014). The relevance of attitude functions for luxury brand consumption during human life span. Summer AMA, San Francisco, USA (Best Paper in Track Branding and Brand Management).
  • Schade, M., Hegner, S., & Horstmann, F. (2014). The impact of attitude functions on luxury brand consumption: An age-based group comparison. Monaco Symposium on Luxury, Monaco.
  • Hegner, S., Kusse, D., & Pruijn, A. (2014). The impact of forced pre-roll video advertising on consumer brand evaluations. ICORIA 2014, Amsterdam, Niederlande.
  • Hegner, S., Beldad, A., & Kamphuis op Heghuis, S. (2013). Stuck in a crisis - An experimental study of the relationship between crisis response strategies and post-crisis brand equity in the fashion industry, 3rd International Consumer Brand Relationship Conference, Orlando, Florida, USA.
  • Voorn, R., Hegner, S., & Kommers, P. (2013). What’s this thing called love? Exploring the relationship between brand love, personality, and the propensity to anthropomorphize, 3rd International Consumer Brand Relationship Conference, Orlando, Florida, USA.
  • Hegner, S. (2012). Development and Validation of a Trust Scale for Global Brands in Germany, India, and South Africa – Constraints to Hofstede's Cultural Framework, EMAC 2012, Lissabon, Portugal. Hegner, S. (2010). Is there a Cultural Influence on Brand Trust? Forschungstagung Marketing, Graz, Österreich.
  • Hegner, S. (2010). The Relevance of Trust for the Success of Brands – A Cultural Approach. Marketing Science 2010, Köln, Deutschland. Hegner, S. (2010). The Relevance of Brand Trust – A Cultural Approach. Thought Leaders International Conference on Brand Management, Lugano, Schweiz. Hegner, S. (2009). Self-Congruity and Consumer Behaviour – A Meta-Analysis. EMAC 2009, Nantes, Frankreich.
  • Hegner, S., Stichnoth, F., & Burmann, C. (2009). Management and Effects of Consumer -Brand Relationships. Thought Leaders International Conference on Brand Management, Athen, Griechenland.
  • Stolle, W., Burmann, C., & Hegner, S., (2009). Global Brand Image Management in Heterogeneous Markets – Culturally Moderated Effects in the International Perception and Evaluation of Brand Images. Thought Leaders International Conference on Brand Management, Athen, Griechenland.
  • Hegner, S. (2009). How to Build Trust in an Intercultural Context. Forschungstagung Marketing, Potsdam, Deutschland. Hegner, S. (2008). Brand Image, Self-Congruity and Consumer Behaviour. Thought Leaders International Conference on Brand Management. Birmingham, Großbritannien.
  • Hegner, S. (2008). Determinants and Effects of Market Orientation. Forschungstagung Marketing, St. Gallen, Schweiz. Burmann, C., Hegner, S., & Riley, N. (2008). Towards an Identity Based Branding. EMAC 2008, Brighton, Großbritannien.
Forschungsgebiete
  • Consumer Psychology
  • Brand Management
  • Corporate Communication
  • Cross-Cultural Communication
Sprechzeiten

Nach Vereinbarung per Mail in Raum B 425.

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