Buchen Sie bitte einen freien Termin in meinem Kalender für eine persönliches Besprechung oder ein Videokonferenz-Meeting: https://calendly.com/stefanie-wannow/

Leiterin des Master of Digital and International Marketing (MAIM)

Lehr- und Forschungsgebiete:

• International Marketing
• Konsumentenverhalten mit Fokus auf interkulturelle Unterschiede und aktuelle Anwendungsbereiche (z.B. nachhaltiger Konsum, neue Technologien)
• Marktforschung (qualitativ und quantitativ)
• Innovationsmanagement

Weitere Tätigkeiten:

Reviewerin für Journal of Business Research, Psychology & Marketing, Journal of Product and Brand Management, Journal of Brand Management, Journal of Consumer Behaviour, European Management Review, Marketing Intelligence & Planning

Lebenslauf auf LinkedIn

Aktuelle Publikationen und Konferenzbeiträge (komplette Publikationsliste: siehe Schriftenverzeichnis):

Gen Z in der mentalen Krise. Die neue Hochschule (DNH), 2/2005, pp. 6-9 (mit J. Staubach).

Von Fridays for Future zu 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 (mit J. Peter und 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 (mit M. Haupt und 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 (mit. 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 (mit Ch. Beck).

Bloßes Lippenbekenntnis oder echtes Commitment - Wie ernst nimmt die junge Generation das Thema Nachhaltigkeit? planung&analyse, 15.8.2023 (mit M. Haupt und 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 und 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 und 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 und 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 und 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 und 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 und L. Ehlers).

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