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Research

  • Australia and New Zealand Marketing Academy (ANZMAC) 2018 Conference.

    Dr. Rico Piehler held two presentations at the 20th ANZMAC Conference , which took place from December 3rd until the 5th 2018 in Adelaide. His talks covered two research fields:  Social media marketing („Antecedents and Consequences of Consumers' Online Brand-Related Activities (COBRAs) on SNS Brand Pages“) as well as city branding („How Cities Can Attract Highly Skilled Workers as Residents: The Impact of City Brand Benefits“). The social media paper was awarded with the ”Best Paper in the Track Digital Marketing and Social Media” award. 

  • Research conference in St. Gallen

    The markstones Institute of Marketing, Branding & Technology took part in a research conference in St. Gallen for three days to discuss recent research topics in marketing. Depending on the individual interests, the prospective doctoral students were able to choose between different research tracks. Furthermore, two interesting guest lectures were held by Carolin Drischel (SWISS, Head of Brand Management) and Carl Elsner (Victorinox; President). Both guest lectures covered the topic of brand management. Next year, the conference will be held in Berlin.

  • "2018 Academy of Marketing Science World Marketing Congress“

    Rico Piehler and Michael Schade participated in the "2018 Academy of Marketing Science World Marketing Congress". They presented their results from two projects: "Antecedents and Consequences of Consumers Online Brand Related Activities (COBRAs) on SNS Brand Pages" and "Place Branding - How to Attract highly Skilled Workers".

  • „40. ISMS Marketing Science Conference“ 

    Thomas Scholdra presented a project from his dissertation on "Ratings, Reviews, and Recessions: How Business Cycles Shape Online Opinion” at the ISMS Marketing Science Conference on June 15th in Philadelphia. The ISMS Marketing Science Conference is one of the most renowned conferences in the marketing discipline.   

Overview Research Topics

Working Group Burmann

Identity-Based Brand Management
Internal Branding
Social Media Marketing (Influencer Marketing)

Working Group Eisenbeiß

Digital Marketing
E-Commerce und (Online)Retailing
Customer Management

Working Group Klein

Consumer Behavior
Brand Management
International Marketing
Updated by: Marius