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.