Theres Rüger Master of Science
Person

Affiliations

Chair of Business Administration, esp Marketing
- Academic Staff
- theres.rueger@tu-dresden.de

Identification Numbers

ORCID	0009-0006-4014-3585
Scopus author ID	60056721100

Communication of Sociopolitical Purpose by Companies: An Interdisciplinary View from the Perspective of Stakeholder Groups, Customers, and Employees. Theory and Results of an Empirical Study Among Young Target Groups

Siems, F., Gölzner, H., Kinzinger, A. & Rüger, T., Oct 2025, Sprache -- Kultur -- Kommunikation: Festschrift für Christopher M. Schmidt zum 65. Geburtstag. Acke, H. & Vujčić, N. (eds.). Berlin u.a.: Peter Lang, p. 309-324 16 p. (Finnische Beiträge zur Germanistik, Vol. 39).

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

Country-of-Origin as Storytelling Content – Theory and Results of an Empirical Study about Denmark as the Country of Origin for German Target Groups

Nguyen, H. N., Nielsen, M., Bellger, M., Arnold, P., Rüger, T. & Siems, F. U., 2025, EUKO 2025 - Storytelling: The Power of Stories & Narratives in Business Communication & Media Discourses. Olsen, D. (ed.). p. 13

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

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., 2025, In: Journal of Brand Management. 32, p. 484–509

Research output: Contribution to journal › Research article › 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

Purpose Marketing and Brand Activism: The Need for Contextual Strategies

Siems, F., Rüger, T., Schmidt, H., Buhl, A. & Brendel, B., 2025, Proceedings of 24th International Marketing Trends Conference 2025 Venice. Pastore, A., Schmitt, J., Jimenez, J. & Wiedmann, K.-P. (eds.). 12 p.

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

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Research Portal of the TU Dresden

Theres Rüger Master of Science
Person

Affiliations

Identification Numbers

Related content

Communication of Sociopolitical Purpose by Companies: An Interdisciplinary View from the Perspective of Stakeholder Groups, Customers, and Employees. Theory and Results of an Empirical Study Among Young Target Groups

Country-of-Origin as Storytelling Content – Theory and Results of an Empirical Study about Denmark as the Country of Origin for German Target Groups

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

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

Purpose Marketing and Brand Activism: The Need for Contextual Strategies