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Forschung

Forschungsschwerpunkt

Das Department für Marketing leistet einen signifikanten Beitrag zur Generierung und Verbreitung von neuem Marketingwissen. In unserer Forschung verbinden wir akademische Präzision mit praktischer Relevanz. Wir befeuern damit den internationalen wissenschaftlichen Marketingdiskurs, informieren, beraten und prägen die unternehmerische Marketingpraxis, bilden den Marketingnachwuchs aus, und versuchen darüber hinaus auch einen Beitrag zur Gesellschaft als Ganzes zu leisten. 

Unsere Forschungsarbeiten werden in den international führenden Fachzeitschriften im Marketing (z.B. Journal of Marketing, Journal of Marketing Research, Marketing Science) und verwandten Disziplinen veröffentlicht (z.B. Management Science, Journal of Personality and Social Psychology). Die gewonnenen Erkenntnisse werden regelmäßig von der lokalen (z.B. Handelsblatt, Regal, der Standard, die Presse) und internationalen Presse aufgegriffen und diskutiert (e.g., Harvard Business Review, Business Horizons, MIT Sloan Management Review).

Eine Übersicht aller Publikationen und Forschungsgebiete der Forschenden des Departments finden Sie in PURE.

Ausgewählte Forschungshighlights

Maier, L., Schreier, M., Baccarella, C. V., and Voigt, K.-I. (2024): University Knowledge Inside: How and When University-Industry Collaborations Make New Products More Attractive to Consumers. Journal of Marketing, 88 (2), 1-20. (link)

Ahmadi I., Abou Nabout N., Skiera B., Maleki E., Fladenhofer J. (2024): Overwhelming Targeting Options: Selecting Audience Segments for Online Advertising. International Journal of Research in Marketing, 41 (1), 24-40. (link)

Umashankar Nita, Kim Kihyun Hannah and Reutterer Thomas (2023): Understanding Customer Participation Dynamics: The Case of the Subcription Box. Journal of Marketing, 87 (5), 719-735. (link)

Fuchs Matthias and Schreier Martin (2023): Paying twice for aesthetic customization? The negative effect of uniqueness on a product's resale value. Journal of Marketing Research, 60 (3), 602-624, 2023 (link)

Reisenbichler Martin, Reutterer Thomas, Schweidel David A., and Dan Daniel (2022). Frontiers: Supporting Content Marketing with Natural Language Generation. Marketing Science, 41 (3), 441-452. (link)

Valendin Jan, Reutterer Thomas, Platzer Michael, and Kalcher Klaudius (2022). Customer Base Analysis with Recurrent Neural Networks. International Journal of Research in Marketing, 39 (4), 988-1018. (link)

Kassemeier, Roland, Haumann, Till, Güntürkün, Pascal (2022). Whether, When, and Why Functional Company Characteristics Engender Customer Satisfaction and Customer-Company Identification: The Role of Self-Definitional Needs. International Journal of Research in Marketing, 39 (3), 699-723. (link)

Eichinger, Isabel, Schreier, Martin, and van Osselaer, Stijn M.J. (2022). Connecting to Place, People, and Past: How Products Make Us Feel Grounded. Journal of Marketing, 86 (4), 1-16. (link)

Ada Sila, Abou Nabout Nadia, and McDonnell Feit Elea (2022). Context Information Can Increase Revenue in Online Display Advertising Auctions: Evidence from a Policy Change. Journal of Marketing Research, 59 (5), 1040-1058. (link)

Schnurr Benedikt, Fuchs Christoph, Maira Elisa, Puntoni Stefano, Schreier Martin, van Osselaer Stijn M.J. (2022). Sales and Self: The Noneconomic Value of Selling the Fruits of One’s Labor. Journal of Marketing, 86 (3), 40-58. (link)

Hartmann Jochen, Heitmann Mark, Schamp Christina, and Netzer Oded (2021). The Power of Brand Selfies. Journal of Marketing Research, 58 (6), 1159-1177. (link)

    • Reutterer, Thomas, Platzer, Michael, Schröder, Nadine (2021). Leveraging purchase regularity for predicting customer behavior the easy way. International Journal of Research in Marketing, 38 (1), 194-215. (link)

    • Simpson, Bonnie, Schreier, Martin, Bitterl, Rosalia, White, Katherine (2021). Making the world a better place: How crowdfunding increases consumer demand for social-good products. Journal of Marketing Research, 58 (April), 363-376. (link)

    • C. P. Moreau, E. Prandelli, M. Schreier, and S. Hieke (2020). Customization in luxury brands: Can Valentino get personal? Journal of Marketing Research, 57(5), 937-947. (link)

    • Fuchs, Christoph, de Jong, Martijn G., Schreier, Martin (2020). Earmarking Donations to Charity: Cross-cultural Evidence on Its Appeal to Donors Across 25 Countries. Management Science. 66 (October): 4820-4842. (link)

    Wlömert, Nils, Papies, Dominik (2019). International Heterogeneity in the Associations of New Business Models and Broadband Internet with Music Revenue and Piracy. International Journal of Research in Marketing. 36 (3), 400-419. (link)

    • Kokkoris, Michail, Hoelzl, Erik, Alós-Ferrer, Carlos (2019). True to which self? Lay rationalism and decision satisfaction in self-control conflicts. Journal of Personality and Social Psychology. 117 (2), 417-447. (link)

    • Kamleitner, Bernadette, Thürridl, Carina, Martin, Brett A. S. (2019). A Cinderella Story: How Past Identity Salience Boosts Demand for Repurposed Products. Journal of Marketing. 83 (6), 76-92. (link)

    • Bitterl, Rosalia, and Martin Schreier (2018). When consumers become project backers: The psychological consequences of participation in crowdfunding. International Journal of Research in Marketing, 35 (4), 673-685. (link)


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    • Kaiser, Ulrike, Martin Schreier, and Chris Janiszewski (2017). The self-expressive customization of a product can improve performance. Journal of Marketing Research, 54 (5), 816-831. (link)