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Faculty of Business Studies and Economics: markstones Institute of Marketing, Branding and Technology

Prof. Dr. Kristina Klein

Consumer Behavior

Contact:

Max-von-Laue-Str. 1
28359 Bremen
WIWI 2 Building, Room F3210

Phone: +49 (0)421 218-66970
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Personal details

Prof. Dr. Kristina Klein is Professor of Marketing at the University of Bremen since October 2018. She is also director of the markstones Institute of Marketing, Branding & Technology and heads its work group of “consumer behavior”.

Kristina Klein received her doctoral degree from the University of Cologne under the supervision of Prof. Dr. Franziska Völckner. Her dissertation „Essays on the Effects on Brand Names and Prices on Consumer Behavior” received the scientific award of the German Association of Marketing (Deutscher Marketingverband) in 2013. During her doctoral studies as well as during her time as a post-doctoral researcher, she spent several visiting scholar stays at the University of New South Wales, Sydney, at Massey University, Auckland and at the Waikato Management School in Hamilton. She received offers from the KU Leuven and from IÉSEG Paris.

The results of her research have been published in leading international journals of the discipline, such as Marketing Science, Journal of Marketing, Journal of Interactive Marketing, Journal of Business Research, Long Range Planning or Marketing Letters.

Her research foci encompass three areas. The first area deals with international brand management and brand positioning. Moreover, some of her research projects are in the area of sensory marketing. Kristina Klein investigates the effects of music and scent on consumer behavior. The third area comprises projects around digital transformation, e.g., how gamification and serious games can be used in marketing. One project that will investigate the design parameters of chatbots is linked to the graduate group “Diginomics” at the University of Bremen.

Publications

 

 

a) Publications in Peer-Reviewed Journals

  1. Magdalena Bekk, René Eppmann, Kristina Klein und Franziska Völckner (2022), All that glitters is not gold: An Investigation into the Undesired Effects of Gamification and How to Mitigate them through Gamification Design, International Journal of Research in Marketing, Volume 39, Issue 4, December 2022, Pages 1059-1081 https://doi.org/10.1016/j.ijresmar.2022.03.002.

  2. Karagür, Zeynep, Jan-Michael Becker, Kristina Klein und Alexander Edeling (2021), How, Why, and When Disclosure Matters for Influencer Marketing, International Journal of Research in Marketing, https://authors.elsevier.com/sd/article/S0167-8116(21)00073-2

  3. Klein, Kristina, Valentyna Melnyk und Franziska Völckner (2021), Effects of background music on evaluations of visual images, Psychology & Marketing, forthcoming (https://onlinelibrary.wiley.com/doi/10.1002/mar.21588).
  4. Küpper, Denise, Kristina Klein and Franziska Völckner (2019). Gamifying employer branding: An integrating framework and research propositions for a new HRM approach in the digitized economy. Human Resource Management Review, forthcoming.
  5. Klein, Kristina, Franziska Völckner, Hérnan A.Bruno, Henrik Sattler and Pascal Bruno, Pascal (2019). Brand Positioning Based on Brand Image–Country Image Fit. Marketing Science, (ahead of print; doi.org/10.1287/mksc.2019.1151).
  6. Eppmann, René, Magdalena Bekk and Kristina Klein (2018). Gameful Experience in Gamification (GAMEX): Construction and Validation of a New Scale, Journal of Interactive Marketing, 43(August), 98-115. 
  7. Eppmann, René, Kristina Klein and Magdalena Bekk (2018). WTG (Way to Go)! How to Take Gamification Research in Marketing to the Next Level, Marketing ZFP - Journal of Research and Management, 40(4), 44-52.
  8. Klein, Kristina and Valentyna Melnyk (2016). Speaking to the Mind or the Heart: Effects of Matching Hedonic Versus Utilitarian Arguments and Products, Marketing Letters, 27(1), 131-142.
  9. Theyson, Sven, Kristina Klein, Franziska Völckner and Martin Spann (2013). Dual-Effect Based Market Segmentation and Price Optimization, Journal of Business Research, 66(4), 480-488.
  10. Becker, Jan-Michael, Kristina Klein and Martin Wetzels (2012). Hierarchical Latent Variable Models in PLS-SEM: Guidelines for Using Reflective-Formative Type Models, Long Range Planning, 45(5-6), 359-394.
  11. Melnyk, Valentyna, Kristina Klein and Franziska Völckner (2012). The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries, Journal of Marketing, 76(6), 21-37. 

b) Publications in Conference Proceedings (Peer-Reviewed)

  1. Gerdemann, Sophie, Tjark Virkus und Kristina Klein (2021). When Brands Get Political – The Role of Authenticity in Consumers’ Reactions toward Brand Activism. in: Forum Markenforschung 2021 – Tagungsband zur Konferenz DERMARKENTAG.
  2. Klein, Kristina und Pascal Bruno (2021). Blurring Gender Lines: Assessing the Effect of Androgy-nous Models in Advertising. in: Proceedings of the 50th Online Annual Conference of the European Marketing Academy, Madrid, Spanien.
  3. Klein, Kristina und Jan-Michael Becker (2019). Micro, Macro or Celebrity? The Differential Effects of Influencer Types on Consumers’ Source Credibility Perceptions and Purchase Intentions. in: Pro-ceedings of the 48th Annual Conference of the European Marketing Academy, Hamburg, Deutschland
  4. Küpper, Denise, Kristina Klein and Franziska Völckner (2018). The Impact of Serious Games on Companies’ Employer Brand Equity. in: Proceedings of the 47th Annual Conference of the European Marketing Academy, Glasgow, Scotland.
  5. Grube, Anton, Tobias Dehling, Kristina Klein and Ali Sunyaev (2018). Promoting Use of Patient-Centered Health IT: Assessment and Ranking of Incentive Mechanisms. in: Proceedings of the 51th Hawaii International Conference on System Sciences (HICSS 2018), Hawaii, USA.
  6. Klein, Kristina and Timo Mandler (2017). Local versus International Brands: Different Routes to Success? in: Proceedings of the 2017 AMA Summer Conference, San Francisco, USA.
  7. Klein, Kristina and Theresa Groh (2016). Innovative Recruiting Tools: Are Serious Games Useful to Attract Digital Natives of the Millennial Generation?, in: Proceedings of the 2016 AMA Winter Conference, Las Vegas, USA.
  8. Eppmann, René, Magdalena Bekk, Kristina Klein and Franziska Völckner (2016). Understanding the Effects of Gamification on Product Recognition and Purchases, in: Proceedings of the 45th Annual Conference of the European Marketing Academy, Oslo, Norway.
  9. Klein, Kristina and Theresa Groh (2015). Serious Games as Recruiting Tool for the Millennial Generation, in: Proceedings of the 44th Annual Conference of the European Marketing Academy, Leuven, Belgium.
  10. Klein, Kristina, Marc Fischer, Dirk Sliwka and Franziska Völckner (2013). The Employer Brand Value Chain - How an Employer Brand Impacts Financial Value, in: Proceedings of the 42nd Annual Conference of the European Marketing Academy, Istanbul, Turkey.
  11. Klein, Kristina and Jan-Michael Becker (2012). What Makes a Company Attractive? Choose Your “Weapons“ Right in the “War for Talents“!, in: Proceedings of the 41st Annual Conference of the European Marketing Academy, Lisbon, Portugal.
  12. Bruno, Pascal, Kristina Klein, Franziska Völckner and Henrik Sattler (2011). Survival of the Fittest - The Impact of Image-Based Brand-Country Fit on Global Branding, in: Proceedings of the 40th Annual Conference of the European Marketing Academy, Ljubljana, Slovenia.
  13. Klein, Kristina, Valentyna Melnyk and Franziska Völckner (2010). What's in a Name? Asymmetry of Foreign Branding Effects in Hedonic Versus Utilitarian Product Categories, in: Proceedings of the Global Brand Management Conference, Istanbul, Turkey.
  14. Bruno, Pascal, Kristina Klein, Franziska Völckner and Henrik Sattler (2010). The Impact of Image-Based Brand-Country Fit on Global Branding, in: Proceedings of the Global Brand Management Conference, Istanbul, Turkey.
  15. Klein, Kristina, Valentyna Melnyk and Franziska Völckner (2010). What's in a Name? Asymmetry of Foreign Branding Effects in Hedonic Versus Utilitarian Product Categories, in: Proceedings of the 39th Annual Conference of the European Marketing Academy, Copenhagen, Denmark.

c) Poster presentations and further publications

  1. Burmann, Christoph, Kristina Klein, David Brüninghaus und Nico Meyer (2022). Nachhaltigkeit stärken! Markenartikel, Ausgabe 10/2022, 58-62
  2. Eppmann, René, Magdalena Bekk, Kristina Klein and Franziska Völckner (2015). Play with me! How Gamification Influences Customer-Based Brand Equity, Poster bei der 44th Annual Conference of the European Marketing Academy, Leuven, Belgium,– winner of the Elsevier prize for the best poster.
  3. Eppmann, René, Magdalena Bekk, Kristina Klein and Franziska Völckner (2014). Spiel mit mir! Wie Gamification Konsumentenverhalten beeinflussen kann, KOMPAKT (Marketing-Club Köln/Bonn), 2.2014, 34-35.
  4. Klein, Kristina and Franziska Völckner (2012). Das klingt gut!, Markenartikel, Issue 11, 86-89.
  5. Klein, Kristina (2013). Kuckucksmarken (Interview), absatzwirtschaft, Issue 7-8.

  6. Klein, K., Eisenbeiss, M., Dulle, M., Taherparvar, N., Wiemann, M., Wiezorrek, J. (2022). Marketing in a Digital World. In: Hornuf, L. (eds) Diginomics Research Perspectives. Advanced Studies in Diginomics and Digitalization. Springer, Cham.

Updated by: Diegel
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