TU Chemnitz, Wirtschaftswissenschaften: Wirtschaftswissenschaften: Professur Marketing
Dr. Jan Drengner
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Professional Experiences:
Since 08/2003 assistant professor at the Chemnitz University of Technology, Department of Marketing, Chemnitz, Germany
08/1997 07/2003 research associate at the Chemnitz University of Technology, Department of Marketing, Chemnitz, Germany
Education:
09/91 - 08/97 Studies of Business Administration, Dresden University of Technology, Dresden, Germany
07/96 - 11/96 Studies of Marketing Management for the Euro-Market, Webster Graduate Studies Center, London UK
09/88 - 08/90 Max-Planck-Gymnasium (Academic High School), Riesa, Germany
• Evaluation of the BMW 7 Dealer Drive Event “Create Momentum ”, Munich 2009
• Analysis of the Economic Impacts of the Bob- and Skeleton World Championship 2008
• Conceptualising and Planning of Side Events for the Bob- and Skeleton World Championship 2008
• Analysis of Visitor Motivations and Measuring of Sponsoring Effects at the HipHop Festival splash! 2007
• Analysis of Visitor Motivations and Satisfaction at the Splashdiving World Championship 2007
• Conceptualising and Planning of Side-Events for the Cultural Festival BEGEGNUNGEN
• Evaluation of the BMW X5 Dealer Drive Event “Drive on a Higher Level”, Valencia
• Analysis of Visitor Satisfaction at the HipHop Festival splash! 2006
• Market Analysis for a Local Soccer Club (Chemnitzer FC)
• Analysis of the Economic Impacts of the the HipHop Festival splash! 2006
• Evaluation of the BMW 3 Dealer Drive Event “Drive to Succes”, Athens
• Evaluation of the BMW 1 Dealer Drive Event, Copenhagen
• Implementation of an Electronic Learning Course for “Eventmarketing”
• Conceptualising of an Integrated Communication Concept for a Store Card
• Market Analysis for the Robert Schumann Philharmonic Orchestra
• Evaluation of POS Promotion Activities of the Departmen Store ‘Galeria Kaufhof’
Dissertation:
Drengner, Jan (2006, 2003, 2008), Imagewirkungen von Eventmarketing: Entwicklung eines ganzheitlichen Messansatzes [Image Effects of Event Marketing: Development of an Integrated Approach], 3. Ed., Wiesbaden.
Refereed Journal Articles:
Drengner, Jan, Hansjoerg Gaus, and Steffen Jahn (2008), „Does Flow Influence the Brand Image in Event Marketing,” Journal of Advertising Research, 48 (1), 138-147.
Drengner, Jan and Harald Kuessner (2005), “Die Bestimmung der Austauschbarkeit von Werbung mittels Korrespondenzanalyse [Using the Correspondence Analysis to Evaluate the Interchangeability of Advertising ],” transfer - Werbeforschung & Praxis [transfer – Advertising Research & Practice], 50 (3), 18-25.
Drengner, Jan and Manuela Sachse (2004), “Die Gewinnung junger Zielgruppen für öffentliche Kultureinrichtungen mittels Marktsegmentierung: Eine empirische Untersuchung am Beispiel eines Philharmonieorchesters [Winning of Young Target Groups for Public Cultural Institutions: An Empirical Examination on the Example of a Philharmonic Orchestra],” Tourismus Journal [Tourism Journal], 8 (2), 159-176.
Drengner, Jan, Hansjoerg Gaus, and Cornelia Zanger, C. (2004), “Die Passfähigkeit zwischen Produkt und Kommunikationsinhalt – eine empirische Studie unter Anwendung der Korrespondenzanalyse [The Fit between Product and Communication Content – An Empirical Study using Correspondence Analysis],” Jahrbuch der Absatz- und Verbrauchsforschung [Yearbook of Marketing and Consumption Research], 50 (4), 411-431.
Drengner, Jan and Cornelia Zanger (2003), “Die Eignung des Flow-Ansatzes zur Wirkungsanalyse von Marketing-Events [The Appropriateness of the Flow Experience to Analyse the Effects of Marketing Events],” Marketing ZFP [Marketing – Journal for Research and Management], 25 (1), 25-40.
Journal Articles:
Drengner, Jan (2006), „Ansätze zur Analyse der Wirkungen von Händler-Events in der Automobilbranche [Approaches for Analysing Effects of Dealer Events in the Automotive Industry],“ Zeitschrift für Automobilwirtschaft [Journal of Automotive Industry], 9 (3), 64-68.
Zanger, Cornelia and Jan Drengner (2000), "Die Bestimmung des unmittelbaren Erfolges von Marketing-Events am Beispiel einer Fernseh-Gala [Analysing the Success of Marketing Events on the Example of a TV-Show],“ planung & analyse [Planning & Analysis], 27 (6), 42-45.
Zanger, Cornelia and Jan Drengner (1999), “Erfolgskontrolle im Eventmarketing [Success Evaluation in Event Marketing]”, planung & analyse [Planning & Analysis], 26 (6), 32-37.
Refereed Proceedings:
Sachse, Manuela; Drengner, Jan; Jahn, Steffen (forthcoming): Negative Effects of Event Sponsoring and Ambushing: The Case of Consumer Confusion, Paper accepted for presentation at the 2009 Association for Consumer Research Conference, October 22-25, 2009, Pittsburgh, PA: Association for Consumer Research.
Gaus, Hansjoerg; Jahn, Steffen; Kießling, Tina; Drengner, Jan (forthcoming): How to Measure Brand Values?, Paper accepted for presentation at the 2009 Association for Consumer Research Conference, October 22-25, 2009, Pittsburgh, PA: Association for Consumer Research.
Gaus, Hansjoerg; Jahn, Steffen; Kiessling, Tina; Drengner, Jan (2009): Developing a Brand Values Scale Based on Schwartz’s Value Survey, Proceedings of the 38th EMAC Conference 2009 (Consumer behavior track), 26-29 May, Nantes, France.
Sachse, M.; Drengner, J. (2009): The Dark Side of Sponsoring and Ambushing: Negative Consumer Responses to Stimuli Overload, Stimuli Similarity, and Stimuli Ambiguity, Proceedings of the 38th EMAC Conference 2009 (Advertising, promotion and marketing communication track), 26-29 May, Nantes, France.
Drengner, J.; Uhrich, S. (2009): How On-the-spot and Retrospective Evaluations of Positive Emotional Experiences at Festivalscapes Influence Patrons’ Satisfaction and Loyalty, Proceedings of the 38th EMAC Conference 2009 (Services Marketing track), 26-29 May, Nantes, France.
Gaus, Hansjoerg, Jan Drengner, Steffen Jahn, and Tina Kiessling (2009): "Toward a Brand Values Scale: Concept and First Empirical Steps," in: Reynolds, Kristy and Chris J. White (Eds.), Proceedings of the AMA Winter Educators’ Conference 2009 (Consumer Psychology and Behavior track), Tampa, 190-191.
Drengner, Jan, Manuela Sachse, and Pia Furchheim (2009), "Flow in Consumer Research: A novel Approach", in: McGill, Ann L. and Sharon Shavitt (Eds.), Advances in Consumer Research, Volume 36, Duluth, MN : Association for Consumer Research, forthcoming.
Drengner, Jan, Tina Kiessling, and Manuela Sachse (2008), "The Impact of Sport Consumption Motives on Individuals' Expected Hedonic Experience of Sport Events", in: Preuß, H.; Gemeinder, K. (Eds.), Management at the Heart of Sport, Proceedings of the 16th EASM European Sport Management Conference 2008, September 10-13, Heidelberg.
Drengner, Jan, Pia Furchheim, and Manuela Sachse, M. (2008), "Flow Experience: New Approaches for Conceptualization and Modeling of a Multifaceted Construct," in: Brown, Tom and Zeynep Gurhan-Canli (Eds.), Proceedings of the AMA Winter Educators’ Conference 2008 (Consumer Psychology and Behavior track), Austin, 116-117 [Best Paper Award in Track].
Drengner, Jan, Hansjoerg Gaus, and Steffen Jahn (2007), “Image Effects of Marketing Events: The Impact of Flow Experiences,” in Dixon, Andrea L. and Karen A. Machleit (Eds.), Proceedings of the AMA Winter Educators’ Conference 2007 (Creating Value Through Brand Identity and Communications track), San Diego, 87-88.
Drengner, Jan, Manuela Sachse, and Jana Thiele (2007), “Die Zufriedenheit der Zielgruppen von Sportvereinen als Grundlage eines erfolgreichen Qualitätsmanagements [Target Group Specific Satisfaction as a Precondition for Successful Quality Management of Sports Clubs],” in Horch, H.-D., C. Breuer, G. Hovemann, S. Kaiser and V. Römisch, (Eds.), Qualitätsmanagement im Sport [Quality Management in Sports] – Proceedings of 5. Deutscher Sportökonomiekongress [5 German Congress for Sports Business Adiministration], Cologne, 69-79.
Leschnikowski, Katja, Markus Schweizer, and Jan Drengner (2006), “Celebrity Endorser as ‘Image Conditioner’ for Brands? An Empirical Study Based on the Match-up Hypothesis,” in Johnson, Jean L. and John L. Hulland (Eds.), Proceedings of the AMA Winter Educators’ Conference 2006 (Branding and Communication competitive track), St. Petersburg, 7-8.
Drengner, Jan and Hansjoerg Gaus (2005), “Die Bestimmung der Passfähigkeit zwischen Sportart und Produkt als Erfolgsdeterminante im Sponsoring und Eventmarketing [Examination of Fit between Sports and Product as Factor of Success for Sponsoring and Event Marketing],” in Horch, H.-D., G. Hovemann, S. Kaiser, and K. Viebahn (Eds.), Perspektiven des Sportmarketing: Besonderheiten, Herausforderungen, Tendenzen [Perspectives of Sports Marketing: Specifics, Challenges, Tendencies] – Proceedings of 4. Deutscher Sportökonomiekongress [4 German Congress for Sports Business Adiministration], Cologne, 55-69.
Drengner, Jan and Manuela Sachse (2005), “Die Wirkungen von Ambush-Marketing: Ausgewählte Ergebnisse einer empirischen Untersuchung anlässlich der Fußball-Europameisterschaft 2004 [Examination of the Effects of Ambush Marketing: Selected Empirical Results on the Occasion of the European Soccer Championship 2004],” in Horch, H.-D., G. Hovemann, S. Kaiser, and K. Viebahn (Eds.), Perspektiven des Sportmarketing: Besonderheiten, Herausforderungen, Tendenzen [Perspectives of Sports Marketing: Specifics, Challenges, Tendencies] – Proceedings of 4. Deutscher Sportökonomiekongress [4 German Congress for Sports Business Adiministration], Cologne, 71-87.
Drengner, Jan (2004), “Die Erklärung der Wirkungsweise sport-orientierter Marketing-Events mit Hilfe des Flow-Konstruktes [Using the Flow Experience to Explain the Effects of Sports Marketing Events],” in Horch, H. D., J. Heydel, and Sierau, A. (Eds.), Events im Sport - Marketing, Management, Finanzierung [Events in Sports – Marketing, Management, Financing] – Proceedings of 3. Deutscher Sportökonomiekongress [3 German Congress for Sports Business Adiministration], Cologne, 257-268.
Books, Book Chapters:
Drengner, Jan (2009), “Imagetransfer als Wirkungsgröße des Eventmarketing [Image Transfer as an Effect of Event Marketing],” in Breuer, Christoph and Ansgar Thiel (Eds.), Handbuch Sportmanagement [Handbook Sports Management], 2nd. Ed.. Schondorf, 300-314.
Zanger, Cornelia and Jan Drengner (2009), “Eventmarketing [Event Marketing],” in Franz-Rudolf Esch, Manfred Bruhn, and Robert Langner (Eds.), Handbuch der Kommunikation [Handbook of Communication], Wiesbaden, 195-213.
Drengner, Jan (2007), “State of the Art der Wirkungs- und Erfolgsforschung im Eventmarketing [State of the Art in Resarch of Event Marketing],” in Nickel, Oliver (Ed.), Eventmarketing: Grundlagen und Erfolgsbeispiele [Event Marketing: Basics and Examples], 2. Ed., Munich, 135-148.
Geißler, Mario, Jan Drengner, and Cornelia Zanger (2006), Eventreport 2005: Regionalökonomische Wirkungen von Großveranstaltungen - eine empirische Studie [Eventreport 2005: Regional Economic Effects of Events – An empirical Study], Chemnitz.
Drengner, Jan (2005), “Imagetransfer als Wirkungsgröße des Eventmarketing [Image Transfer as an Effect of Event Marketing],” in Breuer, Christoph and Ansgar Thiel (Eds.), Handbuch Sportmanagement [Handbook Sports Management], Schondorf, 292-306.
Zanger, Cormelia, Jan Drengner, and Manuela Sachse (2005), Eventreport 2004: Die Wirkungen von Ambush-Marketing bei sportlichen Großevents [Eventreport 2004: Effects of Ambush Marketing During Hallmark Events], Chemnitz.
Zanger, Cornelia and Jan Drengner (2004), “Die Nutzung von Marketing-Events zur Imagebeeinflussung im Einzelhandel [Influencing the Image of Retail Stores by Event Marketing],” in Trommsdorff, Volker (Ed.), Handelsforschung 2004 [Retailing Research 2004], Cologne, 455-474.
Drengner, Jan (2003), “Kontrolle/Evaluierung von Sportevents [Evaluation of Sports Events],” in Hermanns, Arnold and Florian Riedmüller (Eds.), Sponsoring und Events im Sport [Sponsoring and Events in Sports], Munich, 171-192.
