Janek Mücksch Master of Science
Person

Affiliations

Chair of Business Administration, esp Marketing
- Academic Staff
- janek.muecksch@tu-dresden.de

Identification Numbers

ORCID	0000-0002-1562-0275
Scopus author ID	59001165500

Leveraging moral foundations theory in sociopolitical campaigns: an empirical investigation on how brands can persuade university-affiliated consumers with moral reframing

Rüger, T., Mücksch, J. & Siems, F. U., 22 Aug 2025, (E-pub ahead of print) In: Journal of Brand Management.

Research output: Contribution to journal › Research article › Contributed › peer-review

Between Tolerance, Embarrassment and Rainbow Washing Suspicion – Perceptions of LGBT Symbols in Business Communication among Men

Sperling, E., Mücksch, J. & Symmank, C., 2025, Proceedings of 24th International Marketing Trends Conference 2025 Venice. Pastore, A., Schmitt, J., Jimenez, J. & Wiedmann, K.-P. (eds.). 10 p.

Research output: Contribution to book/Conference proceedings/Anthology/Report › Conference contribution › Contributed › peer-review

Eine differenzierte Betrachtung der Ausprägung von Rainbowwashing-Kommunikation: Theorie und Ergebnisse einer empirischen Studie bei jungen Zielgruppen in Deutschland

Mücksch, J., Nielsen, M. & Siems, F. U., 2025, New Generation Communication: Die Kommunikation in einer veränderten Welt. Allemann-Ravi, V. (ed.). Wiesbaden: Springer Fachmedien Wiesbaden GmbH, p. 189-212 24 p.

Research output: Contribution to book/Conference proceedings/Anthology/Report › Chapter in book/Anthology/Report › Contributed › peer-review

More Than a Mascot? The Effect of Conversational Mascots on Donations for Nonprofit Organizations

Rüger, T., Brendel, A., Bellger, M. & Mücksch, J., 2025, ICIS 2025 Proceedings. Nashville, 17 p. (ICIS Proceedings).

Research output: Contribution to book/Conference proceedings/Anthology/Report › Conference contribution › Contributed › peer-review

Shame and Guilt when Companies Take a Stance – The Unintended Consequences of Brand Activism

Mücksch, J., 2025, Proceedings of 24th International Marketing Trends Conference 2025 Venice. Pastore, A., Schmitt, J., Jimenez, J. & Wiedmann, K.-P. (eds.).

Research output: Contribution to book/Conference proceedings/Anthology/Report › Conference contribution › Contributed › peer-review

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Research Portal of the TU Dresden

Janek Mücksch Master of Science
Person

Affiliations

Identification Numbers

Related content

Leveraging moral foundations theory in sociopolitical campaigns: an empirical investigation on how brands can persuade university-affiliated consumers with moral reframing

Between Tolerance, Embarrassment and Rainbow Washing Suspicion – Perceptions of LGBT Symbols in Business Communication among Men

Eine differenzierte Betrachtung der Ausprägung von Rainbowwashing-Kommunikation: Theorie und Ergebnisse einer empirischen Studie bei jungen Zielgruppen in Deutschland

More Than a Mascot? The Effect of Conversational Mascots on Donations for Nonprofit Organizations

Shame and Guilt when Companies Take a Stance – The Unintended Consequences of Brand Activism