Katja H. Brunk ([email protected]) is a postdoctoral researcher, Center for Market Communications, European University Viadrina, Große Scharrnstr. 59, 15230 Frankfurt (Oder), Germany. Markus Giesler ([email protected]) is an associate professor of Marketing, Schulich School of Business, York University, 4700 Keele Street, Toronto ON, M3J 1P3, Canada. Benjamin Julien Hartmann ([email protected]) is an associate senior lecturer of marketing, University of Gothenburg, School of Busines