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Felicitas Morhart

Contact

Director, Full Professor
Department of Marketing


Contact
Felicitas.Morhart@unil.ch
Anthropole, room 3064
Tel 021.692.35.78

Postal address
Université de Lausanne
Quartier UNIL-Chamberonne
Bâtiment Anthropole
1015 Lausanne

Assistants

Cécile Floréan
cecile.florean@unil.ch



  Hendrik Halbe
hendrik.halbe@unil.ch
Tel: (021 692) 3675
Room: ANT3057

full description
 

Publications

62 last publications ordered by: publication type  -  year

: Peer Reviewed

Articles

Mikes A. , Morhart F. (2017). Bringing Back Charlie Chaplin: Accounting as Catalyst in the Creation of an Authentic Product of Popular Culture. Management Accounting Research, 35, 66-82. Peer Reviewed


Gollnhofer J., Hellwig K. ; Morhart F. (2016). Fair is Good but what is Fair? Negotiations of Distributive Justice in an Emerging Non-Monetary Sharing Model. Journal of the Association for Consumer Research, 1, 226-245. Peer Reviewed


Hellwig K., Morhart F. M., Girardin F. ; Hauser M. (2015). Exploring Different Types of Sharing: A Proposed Segmentation of the Market for "Sharing Businesses". Psychology & Marketing, 32, 891-906. Peer Reviewed


Mikes A. , Morhart F. (2015). Chaplin's World. Case study, HEC Lausanne.


Morhart F. M., Malär L., Guèvremont A., Girardin F. ; Grohmann B. (2015). Brand Authenticity: An Integrative Framework and Measurement Scale. Journal of Consumer Psychology, 25, 200-218. Peer Reviewed


Morhart F. M., Jenewein W. P., Herzog W. ; Brösamle S. (2012). Good Boss - Good Salesmen [Guter Chef - gute Verkäufer]. Harvard Business Manager, 32, 44-46.


Morhart F. M., Herzog W. ; Tomczak T. (2011). Turning Employees into Brand Champions: Leadership Style Makes a Difference. GfK Marketing Intelligence Review, 3, 34-43. Peer Reviewed


Dutton J. , Morhart F. M. (2010). Heartwarming as the Other Side of Heartbreaking Experiences in Research. Journal of Management Inquiry, 19, 342-344. Peer Reviewed


Lieven T. , Morhart F. M. (2010). Messung und Steuerung markenäquaten Mitarbeiterverhaltens in Kundentelefonaten unter Berücksichtigung des Markengeschlechts. Marketing ZFP, 32, 39-52. Peer Reviewed


Lieven T. , Morhart F.M. (2010). Measurement and Control of On-Brand Employee Behavior in Telephonic Customer Interaction in Consideration of Brand Gender [Messung und Steuerung markenadäquaten Mitarbeiterverhaltens in Kundentelefonaten unter Berücksichtigung des Markengeschlechts]. Marketing ZFP, 32, 39-52. Peer Reviewed


Morhart F. M. , Jenewein W. P. (2010). Was gute Führung ausmacht [What constitutes good leadership]. Harvard Business Manager, 32, 28-40.


Jenewein W. P. , Morhart F. M. (2009). So wird E-Leadership vom Fluch zum Segen [How E-Leadership Turns from a Curse to a Blessing]. IO New Management, 8-10.


Morhart F. M., Herzog W. ; Tomczak T. (2009). Brand-Specific Leadership: Turning Employees into Brand Champions. Journal of Marketing, 73, 122-142. Peer Reviewed


Jenewein W. P. , Morhart F. M. (2008). Navigating toward Team Success. Team Performance Management, 14, 102-108. Peer Reviewed


Morhart F. M., Henkel S. ; Herzog W. (2008). Collecting Hidden Consumer Data Online: Research on Homosexuals. Journal of Advertising Research, 48, 247-254. Peer Reviewed


Jenewein W., Morhart F. M., Henkel S. ; Tomczak T. (2007). DFB Team 2006 - Like a Phoenix from the Ashes [DFB Team 2006 - Wie Phönix aus der Asche]. Case study, University of St. Gallen.


Jenewein W. P. , Morhart F. M. (2007). Leadership: How Jürgen Dormann Saved ABB [Leadership: Wie Jürgen Dormann ABB rettete]. Harvard Business Manager, 28, 22-33.


Bruch H., Vogel B. ; Morhart F. M. (2006). Organisationale Energie. Messen, Nutzen und Erhalten der produktiven Kraft von Unternehmen [Organizational Energy. How to Measure, Utilize, and Maintain Companies' Productive Forces]. Zeitschrift Fuhrung und Organisation, 75, 4-10. Peer Reviewed


Jenewein W. P. , Morhart F. M. (2006). Sieben Manöver zum Teamerfolg [Seven Maneuvers to Team Success]. Harvard Business Manager, 28, 48-62.


Tomczak T., Brexendorf T. O. ; Morhart F. M. (2006). Die Marke nach aussen und nach innen leben [Living the Brand Inside and Outside]. IO New Management, 75, 15-19.


Bruch H., Vogel B. ; Morhart F. M. (2005). Keeping Track of Organizational Energy: How to Harness a Company's Productive Forces. CriticalEYE Review, 64-71.


Books

Morhart F. M. (2009). Brand-Specific Leadership: On Its Effects and Trainability. Südwestdeutscher Verlag für Hochschulschriften, Saarbrücken.


Morhart F. M. (2004). Der homosexuelle Rezipient [The Homosexual Recipient] (5). München: R. Fischer.


Book Sections

Hellwig K., Sahakian M. ; Morhart F.M. (in press). Societal Factors and the Emergence of the Sharing Economy. The Sharing Economy: Possibilities, Challenges, and the Way Forward. Praeger Publishing, Sanat Barbara, US.


Morhart F.M. , Malär L. (in press). Markenauthentizität – Konzeption, Messung und Steuerung [Brand Authenticity – Conceptualization, Measurement, and Controlling]. Handbuch Markenführung. Springer Fachmedien Wiesbaden, Wiesbaden.


Morhart F.M. (2017). Unleashing the Internal Fan Community through Brand-Oriented Leadership. Branding Inside Out (pp. 33-49). Kogan Page, London, UK.


Palazzo G., Morhart F.M. ; Schrempf-Stirling J. (2016). Shopping for a Better World: How Consumer Decisions Can Help to Promote Sustainability and ,Human Rights. Business and Human Rights: From Principles to Practice (pp. 200-209). Routledge, New York, NY.


Usunier J.-C., Cestre G., Czellar S., Morhart F. M. ; Müller B. (2011). Perspectives on Responsible Marketing. Responsible Management Practices for the 21st Century (pp. 89-102). Paris: Pearson.


Morhart F. M., Jenewein W. ; Tomczak T. (2009). Mit transformationaler Führung das Brand Behavior stärken [Strengthening Brand Behavior through Transformational Leadership]. Behavioral Branding: Wie Mitarbeiterverhalten die Marke stärkt (pp. 389-406). Wiesbaden: Gabler.


Morhart F.M., Tomczak T. ; Wolfgang P.J. (2008). Strengthening Brand Behavior through Transformational Leadership [Mit transformationaler Führung das Brand Behavior stärken]. Behavioral Branding (pp. 367-384). Gabler, Wiesbaden.


Tomczak T., Morhart F. M. ; Jenewein W. P. (2007). Brand-Oriented Leadership [Markenorientierte Mitarbeiterführung]. Erfolgsfaktoren der Markenführung (pp. 179-192). Vahlen, Munich.


Tomczak T., Morhart F.M. ; Wolfgang P.J. (2007). Brand-Oriented Leadership [Markenorientierte Mitarbeiterführung]. Erfolgsfaktoren der Markenführung (pp. 179-192). Vahlen, Munich, Germany.


In Proceedings

Morhart F., Hofstetter R. ; Ramanathan S. (2016, Jan). Sinful Consumers, Saintly Brands: Why Decadently Wasteful Consumption Makes Luxury Brands Seem More Precious. Proceedings of the 45th Annual EMAC Conference. European Marketing Academy . Peer Reviewed


Gollnhofer J., Hellwig K. ; Morhart F. (2015, Jan). Sharing my way or your way? Institutional alignment of ideological tensions and justice narratives within a sharing community. NA-Advances in Consumer Research, 43 (pp. 540-541). Association for Consumer Research. Peer Reviewed


Gollnhofer J., Hellwig K. ; Morhart F. (2015, Jan). Fair is good but what is fair? Discursive negotiations of justice in a community of foodsharing. Proceedings of the 44nd Annual EMAC Conference 2015, Leuven, Belgium. Peer Reviewed


Hellwig K., Belk R. W. ; Morhart F. (2015, Jan). Shared Moments of Sociality: Embedded Sharing within Peer-to-peer Hospitality Platforms. NA Advances in Consumer Research, 43 (pp. 186-190). Association for Consumer Research. Peer Reviewed


Hellwig K. , Morhart F. (2015, Jan). Beyond the Couch. Reciprocities and Processes of Value Creation in Shared Experiences in CouchSurfing. Proceedings Second International Conference for Consumer Psychology (pp. 27). Peer Reviewed


Hellwig K., Belk R. W. ; Morhart F. M. (2015, Jan). Sharing and the Marketplace: What is Shared in the Sharing Economy? . Consumer Culture Theory Conference 2015. Peer Reviewed


Morhart F. M., Malär L., Guèvremont A., Girardin F. ; Grohmann B. (2015, Jan). Brand Authenticity: An Integrative Framework and Measurement Scale. Proceedings of the 2015 SCP Winter Conference (pp. 210-212). Peer Reviewed


Hellwig K., Furchheim P. ; Morhart F. (2014, Jan). Catching a Glimpse of Meaningfulness. Understanding Volunteering Holidays from a Eudaimonic Perspective. Proceedings of the Third Conference for Positive Marketing. Peer Reviewed


Hellwig K., Morhart F. ; Kocher B. (2014, Jan). Mi Casa es Su Casa - But only if you are interesting enough. Understanding Motives and Benefits of Sharing among Strangers in CouchSurfing. Proceedings of the Society for Consumer Psychology 2014 Winter Conference. Peer Reviewed


Malär L., Girardin F., Morhart F. M., Guèvremont A. ; Grohmann B. (2014, Jan). Dear Brand, Please Help Me to Become a True-Man out of the Truman: The Role of Brand Authenticity. Proceedings of the 43rd EMAC Conference. Peer Reviewed


Girardin F., Guèvremont A., Morhart F. M., Malär L. ; Grohmann B. (2013, Jan). Brand Authenticity: an Integrative Framework. Proceedings of the AMA Winter Marketing Educators' Conference. Peer Reviewed


Hellwig K., Morhart F., Girardin F. ; Hauser M. (2013, Jan). Segmenting the Market for Sharing Businesses. Proceedings of the 42nd Annual EMAC Conference 2013. Peer Reviewed


Hellwig K. , Morhart F. M. (2013, Jan). Collaborative Consumption and the Pursuit of Happiness. Proceedings of the Second Conference for Positive Marketing. Peer Reviewed


Girardin F., Morhart F. M. ; Beverland M. (2012, Jan). Brand Authenticity and its Dimensions. Proceedings of the 41st EMAC Conference. Peer Reviewed


Morhart F. M., Herzog W. ; Jenewein W. P. (2012, Jan). Falling Dominoes in the Sales Department: Multilevel Effects of Leadership Styles on Selling Approaches and Customer Outcomes. Proceedings of the AMA Summer Educators' Conference. Peer Reviewed


Smit W., Cerulli V., Koschat M. ; Morhart F. M. (2011, Jan). How Shall I Ask The Question: Is It Good? Or Is It the Best for You? The Influence of Item Characteristics on Response Styles. Proceedings of the 40th EMAC Conference. Peer Reviewed


Smit W., Morhart F. M., Meehan S. ; Groux S. (2011, Jan). A Lasting Marketing Impact at the Top: Individual and Organizational Factors Influencing CMO Tenure. American Marketing Association Winter Educators' Conference. Peer Reviewed


Morhart F. M., Herzog W. ; Jenewein W. P. (2008, Jan). Can Brand-Specific Transformational Leadership Be Learned? A Field Experiment. American Marketing Association Summer Educators' Conference, 19 (pp. 389-390). Peer Reviewed


Mühlmeier S., Morhart F. M. ; Tomczak T. (2008, Jan). Exploitation, Exploration, and Ambidexterity from a Marketing Perspective: the Impact of Business Strategies. American Marketing Association Winter Educators' Conference. Peer Reviewed


Herzog W., Morhart F. M. ; Reinecke S. (2007, Jan). Shaping the Functional Significance of Loyalty Rewards and Its Effects on Self-Determined Customer Motivation. American Marketing Association Winter Educators' Conference, 18 (pp. 312-313). Peer Reviewed


Morhart F. M., Herzog W. ; Tomczak T. (2007, Jan). The Impact of Brand- Specific Transactional and Transformational Leadership on Front-Line Employees' Brand- Building Behavior. American Marketing Association Summer Educators' Conference, 18 (pp. 161-162). Peer Reviewed


Morhart F. M., Herzog W. ; Tomczak T. (2007, Jan). The Role of Brand- Specific Transformational Leadership for Employee Brand-Building Behavior. American Marketing Association Winter Educators' Conference, 18 (pp. 255-256). Peer Reviewed


Morhart F. M., Herzog W. ; Tomczak T. (2007, Jan). The Impact of Brand- Specific Transformational Leadership on Brand-Building Behaviors of Front-Line Service Employees. European Marketing Academy Conference. Peer Reviewed


In Proceedings (abstract)

Furchheim Pia, Martin Christian ; Morhart Felicitas (in press). Materialism versus Green Values – Revisiting Research on Value Conflicts. 2018 AMA Winter Academic Conference. American Marketing Organisation. Peer Reviewed


Martin Christian, Furchheim Pia ; Morhart Felicitas (2017, May). Introducing the Green Materialist – A cluster analysis of North American and Swiss consumer populations . EMAC Annual Conferences Proceedings . Peer Reviewed


Kocher B., Morhart F. M., Zisiadis G. ; Hellwig K. (2014, Jan). Share Your Life and Get More of Yourself. Experience Sharing in CouchSurfing. NA - Advances in Consumer Research (ACR Conference Proceedings), 42 (pp. 510-511). Peer Reviewed


Hellwig K. , Morhart F. (2013, Jan). What money can cost. How money may crowd out psychological benefits of human interaction in peer-to-peer consumption settings. Fourth Transformative Consumer Research Conference.


Thesis

DABROWSKA-LESZCZYNSKA Agnieszka (2019). SCENT MESSAGE ELABORATION: CONCEPTUALIZATION, MEASUREMENT & IMPACT ON BRAND PERCEPTIONS. Université de Lausanne, Faculté des hautes études commerciales. Morhart Félicitas , Ciellar Sandor (Dir.)


Hellwig K. (2016). What is shared in the sharing economy? : four essays on consumer behavior in peer-to-peer consumption contexts. Université de Lausanne, Faculté des hautes études commerciales. Morhart F. (Dir.)


Girardin F. (2014). What does it mean for a brand to be true ? : the formation of consumers' perceptions of brand authenticity. Université de Lausanne, Faculté des hautes études commerciales. Morhart F. (Dir.)


Curriculum

Education

Etudes Doctorales en Marketing et Leadership
University of St. Gallen, Switzerland
PhD thesis: "Brand-Specific Leadership: On Its Effects and Trainability" (grade: 6.0 "summa cum laude")
Supervisor: Prof. Dr. Torsten Tomczak, University of St. Gallen
Co-Supervisor: Prof. Dr. Andreas Herrmann, University of St. Gallen

Visiting Scholar
University of Michigan, Ann Arbor, United States
Supervisor: Richard P. Bagozzi, PhD, University of Michigan

Master of Arts
Graduate Studies in Media Management, Media Law, and Organization Psychology
Master thesis: "TV Strategies for Reaching the Homosexual Target Group"
Supervisor: Prof. Dr. Heinz Pürer, University of Munich (LMU)



Undergraduate Studies in Communication Science
University of Munich (LMU)

Work experience

Assistant professor of Marketing
University of Lausanne


Post-doctoral researcher and project manager
Institute of Marketing and Retailing
University of St. Gallen

Other activities

American Marketing Association

Ad-hoc reviewer for the Journal of Personal Selling and Sales Management

Ad-hoc reviewer for the European Journal of Marketing

Member of the American Marketing Association

Ad-hoc reviewer for the Journal of Personal Selling and Sales Management

Member of the European Marketing Academy

Academic honors

Swiss National Funds
Doctoral Fellowship
University of Michigan, Ann Arbor
Année : 2008


American Marketing Association
Best Paper Award in the Sales and Relationship Marketing Track of the American Marketing Association Winter Educators' Conference 2007
San Diego, CA

Année : 2007


Swiss National Funds
Grant for the ICPSR Summer Program in Quantitative Methods
University of Michigan, Ann Arbor
Année : 2006


Swiss National Funds
Grant for the ICPSR Summer Program in Quantitative Methods
University of Michigan, Ann Arbor
Année : 2006


KPMG Media Award for innovative work in media research
Année : 2004


Best Thesis Award by the Institute of Communication Science at the University of Munich (LMU)
University of Munich (LMU)
Année : 2004


Keywords

  • integration of organizational behavior and leadership into the marketing field
  • marketing (2)
  • transformational leadership in the sales domain

 
 
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