Sabrina V Helm
- Associate Professor, Family and Consumer Sciences
- Associate Professor, PetSmart
- TJLC Travel Grant
- Terry J. Lundgren Center, Spring 2015
- Terry J. Lundgren Center, Fall 2014
- Spring 2013
- Research Innovation Challenge
- CALS, Fall 2014
- Research Stays for University Academics and Scientists, 2015
- German Academic Exchange Service, Fall 2014 (Award Nominee)
- International Research Development Grant
- Office of Global Initiatives, UA, Spring 2014
- Udall Fellowship
- Udall Foundation and Institute of the Environment, Spring 2014 (Award Nominee)
No activities entered.
Consumer Behav in RetailRCSC 340 (Spring 2021)
Honors ThesisRCSC 498H (Spring 2021)
Consumer Behav in RetailRCSC 340 (Fall 2020)
Honors ThesisRCSC 498H (Fall 2020)
Customer Research & InsightsRCSC 440 (Spring 2020)
Honors ThesisRCSC 498H (Spring 2020)
Sustainable ConsumptionRCSC 480 (Spring 2020)
Consumer Behav in RetailRCSC 340 (Fall 2019)
Honors ThesisRCSC 498H (Fall 2019)
Independent StudyRCSC 499 (Fall 2019)
Tops Retail+Consumer SciRCSC 496A (Spring 2019)
Directed ResearchFSHD 492 (Fall 2018)
DissertationRCSC 920 (Fall 2018)
Retailing and Marketing StrateRCSC 400 (Fall 2018)
Independent StudyRCSC 299 (Summer I 2018)
Honors ThesisRCSC 498H (Spring 2018)
Retailing and Marketing StrateRCSC 400 (Spring 2018)
Tops Retail+Consumer SciRCSC 496A (Spring 2018)
Honors ThesisRCSC 498H (Fall 2017)
Retailing and Marketing StrateRCSC 400 (Fall 2017)
Retailing and Marketing StrateRCSC 400 (Spring 2017)
Consumer Behav in RetailRCSC 340 (Fall 2016)
Directed ResearchFSHD 492 (Fall 2016)
ResearchRCSC 900 (Fall 2016)
Retailing and Marketing StrateRCSC 400 (Fall 2016)
DissertationRCSC 920 (Spring 2016)
ResearchRCSC 900 (Spring 2016)
Retailing and Marketing StrateRCSC 400 (Spring 2016)
- Helm, S. V., Bernd, G., & Andreas, E. (2017). Kundenwert.More infoI am the co-editor of the third edition of this book. As of today, it received more than 70,000 chapter downloads.I am single author or co-author of three chapters in this book.http://www.bookmetrix.com/detail_full/book/668c4803-7f5f-4afd-b825-6c0d3b15243e#downloadsThis entry has been counted as "published" in 2016 which was materially wrong, proofs etc. were only processed by the editors in 2017 and the book came out in 2017.
- Helm, S. V., & Guenter, B. (2014). Valuation of Customer Relationships in Business-to-Business Markets (in German). In K. Backhaus, & M. Voeth (Eds.), Business-to-Business Marketing, 2nd ed. Wiesbaden: Gabler.
- Lawry, C. A., & Helm, S. V. (2014). Curating the Creative Genius in Luxury Firms. In S. Reinecke, B. Berghaus, & G. Müller-Stewens (Eds.), The Management of Luxury. St. Gallen: Thexis.
- Helm, S. V. (2013). Customer Loyalty and Customer Referrals. In Handbook Customer Loyalty Management. Wiesbaden: Gabler.More infoarticle / book in German language.
- Helm, S. V., & Subramaniam, B. (2019). Exploring Socio-Cognitive Mindfulness in the Context of Sustainable Consumption. Sustainability, 11(13), 3692. doi:https://doi.org/10.3390/su11133692
- Helm, S. V., Serido, J., Ahn, S., Ligon, V., & Shim, S. (2019). Materialist Values, Financial and Pro-Environmental Behaviors, and Well-Being. Young Consumers, 20(4), 264-284. doi:10.1108/YC-10-2018-0867
- Shim, S., Ahn, S. Y., Serido, J., Helm, S. V., & Ligon, V. K. (2019). Materialist Values, Financial and Pro-Environmental Behaviors, and Well-Being. Young Consumers, 20(4), 264-284. doi:10.1108/YC-10-2018-0867
- Craig, Z. R., Curran, M. A., Barnett, M. A., Pollitt, A. M., & Helm, S. V. (2017). Differentiating environmental concern in the context of psychological adaptation to climate change. Global Environmental Change, In Press.More infoRC1Listed as in progress in 2016.
- Craig, Z. R., Curran, M. A., Barnett, M. A., Pollitt, A. M., & Helm, S. V. (2018). *Differentiating environmental concern in the context of psychological adaptation to climate change. Global Environmental Change.More infoRC1*Listed as accepted in 2017.
- Helm, S. V., Kim, S. H., & Van Riper, S. (2018). RC1: Navigating the ‘retail apocalypse’: A framework of consumer evaluations of the new retail landscape. Journal of Retailing & Consumer Services. doi:doi.org/10.1016/j.jretconser.2018.09.015
- Helm, S. V., Pollitt, A. M., Barnett, M. A., Curran, M. A., & Craig, Z. R. (2017). RC1: Differentiating environmental concern in the context of psychological adaption to climate change. Global Environmental Change. doi:https://doi.org/10.1016/j.gloenvcha.2017.11.012
- Helm, S. V., Renk, U., & Mishra, A. (2015). Exploring the Impact of Employees’ Self-Concept, Brand Identification and Brand Pride on Brand Citizenship Behaviors. European Journal of Marketing.More infoThis manuscript was counted as in progress in 2014; it was accepted in 2015.
- Helm, S. V., & Oezergin, B. (2015). Service Inside: The Impact of Ingredient Service Branding on Quality Perceptions and Behavioral Intentions. Industrial Marketing Management.More infoThis was counted as accepted in 2014.
- Garnefeld, I., Eggert, A., Helm, S. V., & Tax, S. S. (2013). Growing Existing Customers' Revenue Streams Through Customer Referral Programs. Journal of Marketing, 77, 17-32.More infoJM is the top journal in the field.
- Garnefeld, I., Eggert, A., Helm, S. V., & Tax, S. S. (2013). Growing existing customers' revenue streams through customer referral programs. Journal of Marketing, 77(4), 17-32.More infoAbstract: Customer referral programs are an effective means of customer acquisition. By assessing a large-scale customer data set from a global cellular telecommunications provider, the authors show that participation in a referral program also increases existing customers' loyalty. In a field experiment, recommenders' defection rates fell from 19% to 7% within a year, and their average monthly revenue grew by 11.4% compared with a matched control group. A negative interaction between referral program participation and customer tenure reveals that the loyalty effect of voicing a recommendation is particularly pronounced for newer customer-firm relationships. A laboratory experiment further demonstrates that referral programs with larger rewards strengthen attitudinal and behavioral loyalty, whereas smaller rewards affect only the behavioral dimension. This article contributes to our theoretical understanding of the roles played by the commitment-consistency principle and positive reinforcement theory as mechanisms underlying the effectiveness of customer referral programs. © 2013, American Marketing Association.
- Helm, S. (2013). A Matter of Reputation and Pride: Associations between Perceived External Reputation, Pride in Membership, Job Satisfaction and Turnover Intentions. British Journal of Management, 24(4), 542-556.More infoAbstract: This study investigates how job satisfaction and turnover intentions are related to external reputation as perceived by employees and their pride in membership. Based on a cross-sectional survey including 439 employees, it also provides insights into external reputation as a possible source of collective pride. Study results indicate that, in agreement with social identity theory, outsiders' views of the organization are closely associated with employees' pride in organizational membership as well as job satisfaction. Both pride and job satisfaction mediate the relationship between perceived external reputation and turnover intentions. Hence, a favourable reputation matters in managing turnover intentions and is closely related to employee pride and satisfaction. Tenure of employees is positively associated with pride while intensive customer contact is negatively related to perceived external reputation and pride. Implications pinpoint the need for alignment of reputation management and human resources management. Furthermore, managers need to focus on new staff and employees with frequent customer contact and should implement pride-building strategies according to the tenure of employees and intensity of customer contact. © 2012 British Academy of Management.
- Helm, S. V. (2013). How corporate reputation affects customers' reactions to price increases. Journal of Revenue and Pricing Management, 12(5), 402-415.
- Helm, S. V., & Tolsdorf, J. (2013). How does corporate reputation affect customer loyalty in a corporate crisis?. Journal of Contingencies and Crisis Management, 21(3), 144-152.
- Helm, S., & Tolsdorf, J. (2013). How does corporate reputation affect customer loyalty in a corporate crisis?. Journal of Contingencies and Crisis Management, 21(3), 144-152.More infoAbstract: It is widely accepted that corporate reputation plays an important role in determining the impact of crises on firms. Crises may erode corporate reputation. However, reputation may also attenuate the negative effects of crises. This study investigates how corporate reputation moderates the relationship between crisis occurrence and customer loyalty which is expected to decrease given a crisis. Drawing on opposing theories, namely dissonance theory and expectancy-violation, we conduct a scenario experiment set in the airline industry. Results demonstrate that the moderating effect is weaker in the case of a favourable corporate reputation. This may indicate that a pre-existing favourable reputation does not shield the firm from the negative effects of the crisis, but may rather present a liability because customers have higher expectations with regard to well-reputed firms. Contrary to that, ill-reputed firms have less to lose in the case of a crisis and suffer comparatively smaller decreases in customer loyalty. Marketing management might take into account the role of crisis and reputation management for customer bonding strategies while crisis management should recognize the importance of reputation effects in crises given their impact on customer loyalty and firm profitability. © 2013 John Wiley & Sons Ltd.
- Helm, S. V. (2012). A Matter of Reputation and Pride: Associations Between Perceived External Reputation, Pride in Membership, Job Satisfaction and Turnover Intentions. British Journal of Management.
- Garnefeld, I., Helm, S., & Eggert, A. (2011). Walk your talk: An experimental investigation of the relationship between word of mouth and communicators' loyalty. Journal of Service Research, 14(1), 93-107.More infoAbstract: Research provides ample evidence regarding the impact of word-of-mouth (WOM) communication on recipients. Service providers increasingly attempt to harness this power of WOM by introducing referral reward programs and other marketing instruments that aim to stimulate positive WOM. However, scholars have neglected to research the possibility that providing WOM also has consequences for the sender. Building on self-perception theory, this article argues that recommending a service provider improves the current customers' loyalty to the provider and that positive WOM is not only effective for gaining but also for keeping customers. By conducting experiments in two different service settings, it is demonstrated that providing a recommendation influences the senders' attitudinal and behavioral loyalty. The effect is found to be stronger for customers with low expertise in the service category and little experience with the provider. This means that encouraging customers in the early stages of their customer life cycle to give recommendations is specifically effective in increasing loyalty to the provider. Managers should consider using positive WOM as a loyalty-enhancing instrument and take the additional value from increased loyalty of their customer base into account for return-on-marketing calculations regarding WOM marketing campaigns, as well as customer equity calculations. © The Author(s) 2011.
- Helm, S. (2011). Employees' awareness of their impact on corporate reputation. Journal of Business Research, 64(7), 657-663.More infoAbstract: Corporate reputation is critical for cultivating stakeholder relationships and, specifically, for regaining public trust. Corporate reputation results from the firm's interactions with stakeholders, emphasizing the important role employees play in reputation management. However, employees are not necessarily aware of, or prepared for, this extra-role assignment, indicating a gap in research and a managerial challenge. The purpose of the present article is to identify how employees' awareness of their impact on their employers' reputation is influenced by pride, job satisfaction, affective commitment, and perceived corporate reputation. An online survey of employees working for firms ranked in Fortune's America's Most Admired Companies Index provides empirical evidence. The findings underline the prominent effect pride in membership has regarding employees' awareness of their impact on corporate reputation. Study findings further deliver insights into opportunities and risks for managers who wish to use internal reputation building strategies to enhance corporate reputation. © 2010 Elsevier Inc.
- Helm, S., Storck, C., & Liehr-Gobbers, K. (2011). Corporate Reputation Management.
- Helm, S., & Salminen, R. T. (2010). Basking in reflected glory: Using customer reference relationships to build reputation in industrial markets. Industrial Marketing Management, 39(5), 737-743.More infoAbstract: Corporate reputation is an important intangible asset that enables firms to establish customer relationships. Customer relationships, specifically customer reference relationships, can in turn be utilized to build supplier reputation in industrial markets. The aim of this conceptual article is to analyze the combination of these two concepts. It lays the foundation for further investigations into the effectiveness of reference customer relationships in enhancing supplier reputation. By developing propositions on the determinants impacting effectiveness of reputation transfer between customer and supplier firm, implications for practice and research in business marketing and corporate reputation management are derived. © 2010 Elsevier Inc.
- Helm, S., & Gray, B. (2009). Corporate reputation as anticipated corporate conduct - Introduction to the AMJ special issue. Australasian Marketing Journal, 17(2), 65-68.
- Helm, S., Garnefeld, I., & Tolsdorf, J. (2009). Perceived corporate reputation and consumer satisfaction - An experimental exploration of causal relationships. Australasian Marketing Journal, 17(2), 69-74.More infoAbstract: Corporate reputation is increasingly recognised as an important intangible asset of the firm. Therefore, investigating its causes and consequences is of interest to practice and research alike. While some authors argue that consumer satisfaction is a cause of reputation, others hold the contrary view and claim that reputation determines satisfaction. This controversy in the literature is the starting point for the present paper in which the causality of the relationship between corporate reputation and consumer satisfaction is investigated. By conducting two experiments, we show a significant effect of consumer satisfaction onto corporate reputation as perceived by consumers. However, no significant impact of reputation onto satisfaction could be detected. These findings lead to implications for the marketing of new products and firms' reputation management. © 2009 Australian and New Zealand Marketing Academy.
- Helm, S. (2007). One reputation or many? Comparing stakeholders' perceptions of corporate reputation. Corporate Communications, 12(3), 238-254.More infoAbstract: Purpose - The firm's reputation is one of its most valued intangible assets. Scientific and managerial interest in corporate reputation grows steadily. Reputation management - one of the cornerstones of corporate communications - seeks to align communication with stakeholder groups as to prevent a fragmented reputation. As yet, little is known about the perception of corporate reputation amongst the different stakeholders of a firm. Comparative empirical evidence has remained scarce. The aim of this paper is therefore to raise fundamental questions about reputation: how it may or may not differ between stakeholder groups and how firms can take these differences into account when measuring and managing corporate reputation. Design/methodology/approach - A single-case, but very substantial, quantitative empirical study among German consumers, employees, and private investors of a consumer goods producer. Methods of data analysis include cluster analysis, ANOVA, and structural equation modelling using partial least squares. Findings - The data analysis shows that the criteria applied by individuals belonging to different stakeholder groups in assessing corporate reputation are rather similar. Differentiation emerges in relation to actual perceptions of various reputational facets. Practical implications - The findings have implications for building and interpreting the results of stakeholder-related measures of corporate reputation and for reputation management. Originality/value - The paper integrates different stakeholders' perceptions of corporate reputation within one empirical design and delivers insights into the relevance of adapting reputation measures to specific stakeholder groups. © Emerald Group Publishing Limited.
- Helm, S., Rolfes, L., & Günter, B. (2006). Suppliers' willingness to end unprofitable customer relationships: An exploratory investigation in the German mechanical engineering sector. European Journal of Marketing, 40(3-4), 366-383.More infoAbstract: Purpose - The purpose of this article is to investigate the supplier's view on supplier-initiated relationship dissolution due to lack of customer profitability. Design/methodology/approach - The research is focused on inter-organisational buyer-seller relationships. An exploratory study in the German mechanical engineering industry was conducted to provide insights into the usage of customer valuation techniques and the preponderance of unprofitable customer relationships, and to identify various ways of managing unprofitable customer relationships by means of cluster analysis. Findings - The study shows that many companies in the industry lack knowledge and use of customer valuation techniques. Three clusters of supplying firms are identified that differ in their willingness to end unprofitable customer relationships. Research limitations/implications - Provides an exploratory study into a neglected aspect of relationship marketing characterised by a low response rate. The sample contained companies from one major German industry, limiting the applicability of its findings. The main implications are that unprofitable customer relationships are a common feature of industrial markets, which merits further investigation. Respondents were shown to have a range of different views and approaches to such relationships. Research on customer valuation needs to focus on the implementation barriers of valuation methods. Practical implications - Study results stress the importance of developing and implementing customer valuation methods, the relevance of unprofitable relationships, and suppliers' decision making concerning such precarious relationships. It is a useful source of information and impartial advice for managers involved with customer management. Originality/value - The paper leads to a more thorough understanding of relationship marketing and provides empirical data on a neglected field of marketing research, as prior work did not consider the supplier's view on dissolution management in detail. © Emerald Group Publishing Limited.
- Eggert, A., & Helm, S. (2003). Exploring the impact of relationship transparency on business relationships a cross-sectional study among purchasing managers in Germany. Industrial Marketing Management, 32(2), 101-108.More infoAbstract: This paper introduces the notion of relationship transparency. It delineates this new concept from the interaction model of business relationships. We define relationship transparency as an individual's subjective perception of being informed about the relevant actions and properties of the other party in the interaction. Empirical data gathered in a cross-sectional survey among purchasing managers in Germany provide evidence that relationship transparency contributes to the overall success of a business relationship. According to our conceptual model and structural equation estimates, transparency delivers value to the customer, increases customer satisfaction and ultimately leads to favorable behavioral intentions. © 2002 Elsevier Science Inc.
- Ahn, S., & Helm, S. V. (2019, July). Can Sustainability-Related Information Change Consumer Choice? The Response to Preference-Inconsistent Information. In Macromarketing 2019 Seminar Proceedings, Macromarketing Conference.
- Garnefeld, I., Helm, S. V., & Groetschel, A. (2019, February). May we buy your love? Psychological effects of incentives on writing likelihood and valence of online product reviews. In AMA Winter Marketing Educators’ Conference.
- Helm, S. V., & Wofford, G. (2019, July). Buying Immortality in a Changing Climate: A Terror Management Approach. In Macromarketing 2019 Seminar Proceedings, Macromarketing Conference.
- Little, V., & Helm, S. V. (2019, July). Calling all macromarketers: Vanguards for sustainability in a +1.5oC world?. In Macromarketing 2019 Seminar Proceedings, Macromarketing Conference.
- Little, V., Helm, S. V., Kemper, J., & Kennedy, A. (2019, December). Live on Mars or fix our climate? An agenda to infuse climate change into marketing. In Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference.
- Bhappu, A., & Helm, S. V. (2018, November). RC2: Zone of Optimal Distinctiveness: Provider Asset Personalization and the Psychological Ownership of Shared Accommodation. In 2018 INFORMS International Conference on Service Science.
- Helm, S. V., & Bhappu, A. (2018, June). RC2: Zone of Optimal Distinctiveness: The Effect of Provider’s Asset Personalization on Customer’s Psychological Ownership of Shared Lodging. In Macromarketing Conference 2018.
- Helm, S. V., Serido, J., Ahn, S., Ligon, T., & Shim, S. (2017, June). RC2: The Effects of Materialism on Financial and Environmental Coping and Well-Being Among Young Adults. In Macromarketing Conference.More infoExtended abstract in conference proceedings
- Helm, S. V., & Subramaniam, B. (2015, June). Mindfulness and Sustainable Consumption. In 40th Annual Macromarketing Conference.
- Helm, S. V., Uwe, R., & Anubha, M. (2015, February). Exploring the Relationship between Brand Pride, Brand Identification and Brand Citizenship Behavior of Employees. In AMA Winter Marketing Educators’ Conference.
- Garnefeld, I., & Helm, S. V. (2014, August). Engineered Customer Referrals: Prevalence and Antecedents. In World Marketing Congress (Academy of Marketing Science).
- Helm, S. V., & Oezergin, B. (2013, February). Service Inside: The Impact of Ingredient Service Branding on Quality Perceptions and Behavioral Intentions. In AMA Winter Marketing Educators Conference, Las Vegas, NV.
- Wu, J., Kun Song, S., Bhappu, A. D., & Helm, S. V. (2013, August). When Do Consumers Deliberately Buy Counterfeits? The Role of Perceived Counterfeit Detection. In AMA Summer Marketing Educators Conference, Boston, MA..
- Helm, S. V. (2017, October). Consumer Mindfulness as a Pathway to Decrease Overconsumption. Turbeville Speaker Series.
- Helm, S. V. (2014, September). Exploring the Concept of Mindfulness of Consumption. International Conference on Consumer Research (ICCR). Bonn, Germany: Minister of Innovation, Science and Research of the German State of North Rhine-Westphalia.More infosame as above.
- Helm, S. V. (2014, September). Mindfulness of the Stone-Age Mind? Contrasting Evolutionary Cognitive Biases and Mindfulness in the Context of Sustainable Consumption. International Conference on Consumer Research (ICCR). Bonn, Germany: Minister of Innovation, Science and Research of the German State of North Rhine-Westphalia.More infoThis was an invited presentation based on an abstract submission process. All cost was borne by the ministery.
- Helm, S. V., Renk, U., & Mishra, A. (2014, September). Exploring Employees’ Brand Pride, Brand Identification and Brand Citizenship Behavior. 9th International Conference Corporate Identity / Associations Research Group. Amsterdam, Netherlands.
- Garnefeld, I., Helm, S. V., & Groetschel, A. (2019, May). Should Firms Offer Incentives for Online Reviews? Differential Effects on Writing Likelihood and Review Valence, , Strathclyde, UK.. Poster presented at 47th Annual EMAC Conference. Strathclyde, UK.
- Garnefeld, I., Groetschel, A., & Helm, S. V. (2018, May/June 2018). RC2: Should Firms Offer Incentives for Online Reviews? Differential Effects on Writing Likelihood and Review Valence. 47th annual EMAC conference (European Marketing Academy). Glasgow, UK.
- Helm, S. V., Pollitt, A., Barnett, M. A., & Curran, M. A. (2016, November). Examining parents’ environmental values, coping strategies and behavior.. Annual Meeting of the National Council on Family Relations. Minneapolis, MN: National Council on Family Relations.More infoRC2