Research

Research topics of the Center revolve around a wide variety of issues related to marketing and market communications and consumer behavior such as creativity in advertising, humor in advertising, communication in social media, culture, diversity, and ethics in market communications and consumer behavior, or societal effects of market communications.

 


Recent Publications

Copyright Arturo de Albornoz

A Meta-Analysis of When and How Advertising Creativity Works
Paper by Sara Rosengren, Martin Eisend, Scott Koslow, and Micael Dahlen in the Journal of Marketing

Strategist’s Digest: How and When Creativity Works | Contagious

Contagious Magazine “Strategist’s Digest Report

Source: Flickr; Picture cropped in size, copyright by Arturo de Albornoz

 

Explaining Digital Piracy: A Meta-Analysis
Paper by Martin Eisend in Information Systems Research

Beyond Nostalgia: Why Are Socialist Brands Successful Again?
Paper by Katja Brunk, Markus Giesler and Benjamin J. Hartmann in the Journal of Consumer Research

Oxford University Press Feature Blog “Beyond nostalgia: understanding socialism markets

The Conversation “The nostalgia for socialism in the age of consumerism

 


Awards

Claire Segijn and Martin Eisend received the 2020 John E. Hunter Meta-Analysis Award by the International Communication Association for their paper „A Meta-Analysis into Multiscreening and Advertising Effectiveness: Direct Effects, Moderators, and Underlying Mechanisms“ published in the Journal of Advertising.

Sarah De Meulenaer, Nathalie Dens, Patrick De Pelsmacker, and Martin Eisend received the International Journal of Advertising Best Paper Award 2018 for their paper “How Consumers‘ Values Influence Responses to Male and Female Gender Role Stereotyping in Advertising”.

Martin Eisend, Patrick Hartmann, and Vanessa Apaolaza received the Best Marketing Research Article Award of the Spanish Association of Academic and Professional Marketing (AEMARK) for their paper “Who Buys Counterfeit Luxury Brands? A Meta-Analytic Synthesis of Consumers in Developing and Developed Markets”.

Martin Eisend, Patrick Hartmann, and Vanessa Apaolaza received the 2017 S. Tamer Cavusgil Award of the Journal of International Marketing for their paper: “Who Buys Counterfeit Luxury Brands? A Meta-Analytic Synthesis of Consumers in Developing and Developed Markets”.

In the media: Sifted – Startups are fighting thieves by putting your Rolex on the blockchain

Martin Eisend and Farid Tarrahi received the Journal of Advertising Best Paper Award 2016 for their paper “The Effectiveness of Advertising: A Meta-Meta-Analysis of Advertising Inputs and Outcomes”.

Susanne Schmidt and Martin Eisend received the Journal of Advertising Best Paper Award 2015 for their paper “Advertising Repetition – A Meta-Analysis on Effective Frequency in Advertising”.

 


Research Grants

The German Research Foundation (DFG) has provided a grant of ca. 200.000 EUR for a research project entitled “Ethnic Minorities in Advertising” (funding period 2020-2023).

The German Research Foundation (DFG) has provided a grant of ca. 165.000 EUR for a research project entitled “A Meta-Analysis on Personalization in Marketing Communication” (funding period 2020-2022).

The German Research Foundation (DFG) has provided a grant of ca. 230.000 EUR for a research project entitled “Explaining Cross-Cultural Variations in the Use and Effects of Humor in Advertising” (funding period 2020-2022).

 


Further Publications

Please refer to the CV of the team members.