Prof. Dr. Fred Bronner

Name: Fred E. Bronner
PhD: 1978, University of Amsterdam
MSc: 1971, University of Amsterdam
Main research interests: multimedia synergy, electronic Word-Of-Mouth, economizing strategies of consumers during the economic recession, increasing family democracy and the influence upon advertising (in Dutch: Gezinspraak), brand relationship quality. Fred Bronner tries to bridge the gap between the academic world and commercial research world (theory and practice).
Link: email a.e.bronner@uva.nl; or reach him via Linkedin.com
http://www.uva.nl/profile/a.e.bronner
Research: Recent projects (1) What is the influence of the present worldwide economic crisis upon economizing strategies of consumers (e.g. pruning or cheese-slicing) and via which media do they get ideas about economizing? (2) What is the role of eWOM in consumer decision making, is there a difference between the role of marketer-generated sites versus consumer-generated sites? What are motives for ‘posters’, what are the characteristics of ‘lurkers’? We try to get a better understanding of the content characteristics of eWOM that engender reviews to be a useful source of information. (3) The influence of several factors like package design, negative public relations and advertising upon the brand-relationship quality between consumer and brand (4) Family democracy is increasing, the family can be seen as a DMU, what are the consequences of this development for advertising strategies? (5) Multimedia synergy, which combination should be used in which situation, role of multitasking, media planning strategies
Teaching: supporting the Media Strategy seminar

Prof. Dr. Fred Bronner

Bronner, F., & Hoog, R. de (2013). Sociale media en keuzen van consumenten [Social media and consumer choices]. In A.E. Bronner et al. (Red.), Ontwikkelingen in het marktonderzoek, Jaarboek MarktOnderzoekAssociatie (pp.115-130). Haarlem: Spaar en Hout.

Voorveld, H.A.M., Smit, E.G., Neijens, P.C., &, Bronner, A.E. (2013). Developing an instrument to measure consumers’ multimedia usage in the purchase process. International Journal on Media Management. 15(1), 43-65.

Willemsen, L. M., Neijens, P. C., Bronner, F. E. (2012). The ironic effect of source identification on the perceived credibility of online product reviewers. Journal of Computer-Mediated Communication, 18(1), 16-31.

Tolboom, M., Bronner, F., & Smit, E.G. (2012). The Potential Danger of Negative Free Publicity for the Consumer-Brand Relationship. In: Eisend, M., Langner, T., & Okazaki, S. (Eds.) Advances in Advertising Research, volume III (pp.391-402). Wiesbaden: Springer.

Bronner, F., & Hoog, R. de (2012). Economizing strategies during an economic crisis. Annals of Tourism Research, 39, 2, 1048-1069.

Bronner, F. (2011). Postillon d’amour tussen wetenschap en praktijk [Postillon d’amour between science and practice]. Amsterdam: SWOCC ( Stichting Wetenschappelijk Onderzoek Commerciële Communicatie) publicatie nr.58.

Willemsen, L. M., Neijens, P. C., Bronner, F., & De Ridder, J. A. (2011). “Highly recommended!” The content characteristics and perceived usefulness of online consumer reviews. Journal of Computer-Mediated Communication, 17(1), 19-38. DOI: 10.1111/j.1083-6101.2011.01551.x

Bronner, F., & De Hoog, R. (2011). Economizing behaviour during travel: Strategies and information sources used. Journal of Vacation Marketing, 17(3), 185-196.

Bronner, A. E., & De Hoog, R. (2011). Vacationers and eWOM: Who posts, and why, where and what? Journal of Travel Research, 50, 15-26.

Bronner, A. E., & De Hoog, R. (2011). A new perspective on tourist information search: Discussion in couples as the context. International Journal of Culture, Tourism and Hospitality Research, 5, 128-143.

Bronner, F., & De Hoog, R. (2010). E-vloedrijke vakantiegangers. Vrijetijdstudies, 28, 39-49.

Bronner, A. E., & De Hoog, R. (2010). Consumer-generated versus marketer-generated websites in consumer decision making. International Journal of Market Research, 52, 231-248.

Bronner, A. E. ( 2010). Multimedia. In J. Faasse, M. Moorman & P. Neijens (Eds.), Media en Reclame (pp. 181-188). Groningen/Houten: Noordhoff Uitgevers.

Bronner, F. E., & Willemsen, L. (2010). E-vloed op consumentengedrag. In S. van den Boom, E. Smit & S. de Bakker (red.), Nachtmerrie of droom? De ROI van customer media (pp.125-135). Amsterdam: Prentice Hall/Pearson Education.

Willemsen, L. M., Neijens, P. C., & Bronner, F. E. (2010). Not all created equal? The content characteristics and usefulness of online consumer reviews. (No. 2). SWOCC working paper series.

Bronner, M. B., Peek, N., De Vries, M., Bronner, A. E., Last, B. F., & Grootenhuis, M. A.(2009). A community-based survey of posttraumatic stress disorder in the Netherlands. Journal of Traumatic Stress, 22, 74-78.

Tolboom, M., Smit, E. G., & Bronner, A. E. (2009). The impact of different media messages on the development of strong consumer-brand relationships. In: P. de Pelsmacker &N. Dens (Eds.). Advertising Research; Message, Medium and Context, (pp.213-224). Antwerpen: Garant.

Bronner, F., & De Hoog, R. (2008). Consumenten reissites: Profiel van opinieleiders en opinievolgers. Vrijetijdstudies, 26, 7-18.

Bronner, F. (2008). Measurement of Advertising Effectiveness. In W. Donsbach (Ed.), The International Encyclopedia of Communication (pp. 66-71,vol.1). Malden MA: Blackwell Publishing.

Bronner, F., & Van Velthoven, S. (2008). Mood, media experiences and advertising. In: F. Costa Pereira, J. Verissimo & P. Neijens (Eds.), New trends in advertising research (pp. 449-463). Lisboa: Edicoes SILABO.

Bronner, F., & De Hoog, R. (2008). Agreement and disagreement in family decision-making. Tourism Management, 29, 967-979.

Bronner, F., & Kuijlen, T. (2007). The live or digital interviewer: a comparison between CASI, CAPI and CATI with respect to differences in response behavior. International Journal of Market Research, 49, 167-190.

Bronner, F., Bronner, J., & Faasse, J. (2007). In the mood for advertising. International Journal of Advertising, 26, 333-355.

Bronner, F., & De Hoog, R. (2007). Gezinspraak en vakantiekeuze. Vrijetijdstudies, 25, 5-16.

Smit, E. G., Bronner, A. E., & Tolboom, M. (2007). Brand relationship quality and its value for personal contact. Journal of Business Research, 60, 627-633.

Bronner, A. E., & Kuijlen, T. (2006). De levende of digitale interviewer: een vergelijking tussen CASI, CAPI en CATI. In A. E. Bronner et al. (Red.), Ontwikkelingen in het marktonderzoek, Jaarboek Markt Onderzoek Associatie (pp.77-94). Haarlem: Spaar en Hout.

Bronner, A. E., & Neijens, P. (2006). Audience experiences of media context and embedded advertising: a comparison of eight media. International Journal of Market Research, 48, 81-100.

Bronner, A. E. (2006). Increasing family democracy and the implications for advertising. In S. Diehl & R. Terlutter (Eds.), International advertising and communication: current insights and empirical findings (pp. 301-318). Wiesbaden: Deutscher Universitäts-Verlag.

Bronner, F. (2006). Multimediasynergie in reclamecampagnes. Amsterdam: SWOCC. Publicatie nr. 38.

Publications prior to 2005

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