Research
Our research interests are primarily in empirical quantitative marketing, consumer and marketing analytics as well as in business economics. We study the allocation, dynamics and measurement of marketing activities and their impact on consumer behavior, product demand and firm performance in various industries such as the automobile industry, the financial industry or the media industry.
Methodically our research is based on quantitative empirical modeling such as structural econometrics or Bayesian modeling and estimation. The results of our research have been published in top-tier journals such as the Journal of Marketing, the Journal of Marketing Research, Marketing Science or the International Journal of Research in Marketing. Research on the impact of brand equity on customer acquisition, retention, and profit margin won the 2012 H. Paul Root Award and the 2012 Robert D. Buzzell / Marketing Science Institute Best Paper Award.
Areas of Research and Expertise:
- Advertising and Sales Promotions
- Big Data Analytics (FromDataToInsights.com)
- Branding and Brand Management
- Consumer Behavior
- Consumer Choice Models and Demand Estimation
- Customer Management – Understadning the Impact of Marketing and Branding on Customer Acquisition and Customer Loyalty
- Consumer Psychology of Product Consumption and Usage
- Digital Business Models
- Pricing and Price Strategies for Digital Products and Digital Services
- Social Listening
- Social Media Communications
- Social Networks in Marketing
Research Publications and Seminars:
