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

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

 

Recent Awards

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”

 

 

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”

 

 

 

Recent Research Grants

The German Research Foundations has provided a grant of ca. 120.000 EUR for a research project entitled “Sexual Orientation and Consumer Behavior: A Meta-Analysis”.

 

 

The German Research Foundations has provided a grant of ca. 150.000 EUR for a research project entitled “A Meta-Analysis of Persuasion Knowledge Effects”.

 

 

 

 

Further Publications 

Please refer to the CV of the team members.