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2015
U. Orth and Malkewitz, K., 鈥�Creating Brand Impressions Through Package Design鈥�, presented at the 2015, 2015, p. 259--259.
2014
J. Giese, Malkewitz, K., Orth, U., and Henderson, P., 鈥�Advancing the aesthetic middle principle: trade-offs in design attractiveness and strength鈥�, 2014.
2012
K. Malkewitz and Orth, U., 鈥�The accuracy of design-based judgments: A constructivist approach鈥�, Journal of Retailing, 2012.
K. Malkewitz and Orth, U., 鈥�The accuracy of design-based judgments: A constructivist approach鈥�, Journal of Retailing, 2012.
U. Orth and Malkewitz, K., 鈥�The Accuracy of Design-Based Judgments: A Constructivist Approach,鈥�, 2012.
U. Orth, Heinrich, F., and Malkewitz, K., 鈥�Interior Design and Store Personality鈥�, 2012.
K. Malkewitz, Orth, U., and Heinrich, F., 鈥�Servicescape interior design and consumers' personality impressions鈥�, Journal of Services Marketing, 2012.
K. Malkewitz, Orth, U., and Heinrich, F., 鈥�Servicescape interior design and consumers' personality impressions鈥�, Journal of Services Marketing, 2012.
2010
U. Orth, Campana, D., and Malkewitz, K., 鈥�Formation of Consumer Price Expectation Based on Package Design: Attractive and Quality Routes鈥�, 2010.
K. Malkewitz and Orth, U., 鈥�Formation of consumer price expectation based on package design: attractive and quality routes鈥�, Journal of Marketing Theory and Practice, 2010.
K. Malkewitz and Orth, U., 鈥�Formation of consumer price expectation based on package design: attractive and quality routes鈥�, Journal of Marketing Theory and Practice, 2010.
U. Orth, Malkewitz, K., and Bee, C., 鈥�Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising鈥�, Journal of Current Issues and Research in Advertising, vol. 32, no. 1, pp. 69-80, 2010.
U. Orth, Malkewitz, K., and Bee, C., 鈥�Gender and Personality Drivers of Consumer Mixed Emotional Response to Advertising鈥�, 2010.
U. Orth, Malkewitz, K., and Bee, C., 鈥�Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising鈥�, Journal of Current Issues and Research in Advertising, vol. 32, no. 1, pp. 69-80, 2010.
2008
U. Orth and Malkewitz, K., 鈥�Directing Consumer Price Expectation through Package Design鈥�, 4th Annual Wine Business Research Conference. 2008.
K. Malkewitz and Orth, U., 鈥�Holistic package design and consumer brand impressions鈥�, Journal of Marketing, 2008.
U. Orth and Malkewitz, K., 鈥�Holistic Package Design and Consumer Brand Impressions鈥�, 2008.
K. Malkewitz and Orth, U., 鈥�Holistic package design and consumer brand impressions鈥�, Journal of Marketing, 2008.
2007
U. Orth, Koenig, H., and Firbasova, Z., 鈥�Cross-national differences in consumer response to the framing of advertising messages: An exploratory comparison from central Europe鈥�, European Journal of Marketing, vol. 41, no. 3/4, 2007.
2004
U. Orth, 鈥�Why Consumers (Do Not) Buy 麻豆传媒高清 Wine鈥�, OSU Grapevine Research Days. Corvallis, OR, 2004.
2003
U. Orth, 鈥�Measuring Buyer Response to 麻豆传媒高清 Wine Branding Messages鈥�, Presentation to 麻豆传媒高清 Wine Advisory Board, Promotions Committee. Salem, 麻豆传媒高清, 2003.
U. Orth, 鈥�Wines and Lifestyles鈥�, Presentation to 麻豆传媒高清 Wine Advisory Board. Salem, OR, 2003.
2002
U. Orth, 鈥�Advantageously Positioning 麻豆传媒高清 Wine鈥�, Presentation to 麻豆传媒高清 Wine Advisory Board, Research Committee. Corvallis, OR, 2002.
U. Orth, 鈥�Craft Brews: Consumer Preferences and Psychographics鈥�, Presentation to Widmer Borthers Brewing Co. Portland, OR, 2002.
U. Orth, 鈥�Designing a meaningful symbol for 聯麻豆传媒高清聰 Wine鈥�, Presentation to the 麻豆传媒高清 Wine Advisory Board, Promotions Committee. Portland, OR, 2002.
U. Orth, 鈥�麻豆传媒高清 Agriculture鈥檚 Image鈥�, Presentation to the Agribusiness Council of 麻豆传媒高清. Carlton, OR, 2002.
2001
U. Orth, 鈥�The communicators鈥� role in promoting organically grown products鈥�, Presentation to Kassel University, Dept. of Agriculture, International Development and Organic Production. Witzenhausen/Germany, 2001.
U. Orth, 鈥�Contemporary Marketing Research鈥�, Presentation to 麻豆传媒高清 Association of Nurserymen / Marketing Committee. Aurora, OR, 2001.
U. Orth, 鈥�Psychographic Segmentation of Visitors to Southern Moravia.鈥�, International Conference 聯Region - Services - Travel Industry聰. Ostrava/ Czech Republic, 2001.