Office hours: Friday, 9:00 to 11:00 a.m. 

On-site or online: 

https://thm-de.zoom-x.de/j/5324307703

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Head of the Master of Digital and International Marketing (DIMA)

Teaching and research areas:

• International Marketing
• Consumer behavior with a focus on intercultural differences and current areas of application (e.g. sustainable consumption, new technologies)
• Market research (qualitative and quantitative)
• Innovation Management

My current list of topics for theses can be found here: Topic List.

Other activities:

Reviewer for Journal of Business Research, Psychology & Marketing, Journal of Product and Brand Management, Journal of Brand Management, Journal of Consumer Behavior, European Management Review, Marketing Intelligence & Planning

Awarded the Emerald Literati Outstanding Reviewer Award 2025 (Journal of Product & Brand Management).

CV on LinkedIn

Recent publications and conference contributions (complete list of publications: see bibliography):

Fake or Real? The Role of Genuineness and Completeness in Social Media Brand Apologies, AMS 27th World Marketing Congress, Vilnius, Lithuania (with J. Staubach).

Too abstract to act? Developing a Typology of Consumer Climate Engagement Based on Social Exchange and Construal Level Theory, AMS 27th World Marketing Congress, Vilnius, Lithuania (with M. Haupt and W. Heidig).

Crafting the Digital Frontline: An Exploration of How Firms Shape the Visual Identity of Virtual Service Agents; in: Proceedings of the EMAC 2026 Spring Conference, Bath, 2026 (with L. Marquardt and M. Schuhmacher).

Explaining consumer climate engagement: a conceptual model and a typology based on social exchange and construal level theory, in: Journal of Business Research, Special Issue "Fostering Consumers' Climate (Change) Engagement", Vol. 207, April 2026 (with M. Haupt).

Hybrid analytical approach to understanding male consumer behavior: Integrating PLS-SEM, ANN, and sentiment analysis in the context of green grooming products, in: Journal of Retailing and Consumer Services, Vol. 90, March 2026 (with S. Sonkar and P. Singh).

Beyond “Sorry”: Unpacking the Key Components of Effective Brand Apologies on Social Media. Appears in: H. Schmidt, C. Baumgarth, and J. Redler (Eds.). Forum Brand Research 2025. Proceedings of the DERMARKENTAG Conference. Springer Gabler (with J. Staubach). (Best Paper Award)

What Drives Consumers' Willingness to Make Sacrifices for Sustainability? In: Parajuli, J., Dey, A. (eds) The Role of Marketing in Reshaping the Dynamic Landscape of Business. AMSWMC 2025. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (with M. Haupt).

Digital Doppelgangers and Alter Egos: The Meaning and Design of Avatars in the Metaverse. Haas-Kotzegger, U. (ed.): Digital Economy: The New Rules of the Game for Companies. Springer Gabler, Wiesbaden (with J. Grauberger).

Gen Z in a mental crisis. The New University (DNH), 2/2005, pp. 6-9 (with J. Staubach).

From Fridays for Future to Fast Fashion. markenartikel, No. 7, 2024, pp. 23-25.

Generative AI in Product Design: Investigating the effects of AI creatorship disclosure on consumer responses, in: PraxisWissen Marketing - German Journal of Marketing, No. 1, 2024, p. 103-123 (with J. Peter and M. Haupt).

Hitting the right tone – How consumers respond to humorous versus assertive and neutral appeals in climate-related advertising, Global Brand Conference, Edinburgh, 2024 (with M. Haupt and T. Hirzle).

How to say sorry on social media - A framework for effective corporate apologies, in: Marketing Review St. Gallen, No. 1, 2024, pp. 22–31 (with J. Staubach).

Marketing in the Metaverse - Exploring Marketing Opportunities and Potential Pitfalls, in: PraxisWissen Marketing - German Journal of Marketing, No. 1, 2023, p. 57-76 (with Ch. Beck).

Mere lip service or genuine commitment – ​​how seriously does the younger generation take the issue of sustainability? planning&analysis, August 15, 2023 (with M. Haupt and M. Groß).

Consumer Responses To The Vaccination Campaign #TogetherAgainstCorona – The Role Of Reactance, Perceived Marginalization, and Multi-Brand Activism, in: Proceedings of the 2023 Academy of Marketing Science (AMS) World Marketing Congress, Canterbury, UK, 2023 (with M. Haupt and C. Sondermann).

Who is more responsive to brand activism? The role of consumer-brand identification and political ideology in consumer responses to activist brand messages, in: Journal of Product & Brand Management, 2023, https://doi.org/10.1108/JPBM-10-2022-4193">https://doi.org/10.1108/JPBM-10-2022-4193 (with M. Haupt, L. Marquardt, J, Graubner and A. Haas).

Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism, in: Journal of Brand Management, 2023, https://doi.org/10.1057/s41262-023-00326-9 (with M. Haupt and M. Ohlwein).

Grateful and elevated or angry and contemptuous? The role of moral emotions in consumer responses to brand activism, in: Proceedings of the EMAC 2022 Annual Conference, Budapest, 2022 (with E. Esposito and M. Haupt).

When brands take a stance - Navigating emotional reactions to brand activism, in: Marketing Review St. Gallen, No. 2, 2022 (with M. Haupt).

Love is in the air! – What creates strong bonds between voice assistants and their users, in: Proceedings of the EMAC Regional Conference, Warsaw, 2021 (with N. Lukacs and M. Haupt).

Brands Taking a Stand – Consumer responses to ads that tackle gender stereotypes, in: Proceedings of the EMAC 2021 Annual Conference (online), Madrid, Spain, 2021 (with M. Haupt and C. Schacht).

Sharing Economy – Asymmetric effects between host and Airbnb in case of a service failure; in: Proceedings of the EMAC 2021 Annual Conference (online), Madrid, Spain, 2021 (with M. Haupt and L. Ehlers).

Customer Value of Shared Mobility Services - Comparing the main value drivers across two different sharing models and public transport, THM Hochschulschrift, 2021 (with M. Haupt and D. Schleuter).