The team of Marketing, Branding and Retailing is dedicated to the advancement of Branding Theory, Consumer Research, Brand- oriented Retail Management and Marketing.

The chair of branding hosts the Brand Research Laboratory and contributes to knowledge in marketing with a focus on brands and brand related phenomena—with an academic profile focused on qualitative methodologies, consumer culture, brands as social processes and brand related ethics.


The research of the marketing team evolves around various consumer behavior and marketing topics such as consumer psychology and sensory marketing. A particular focus is on studying situated effects from subtle perceptions on consumer behavior as well as the topics rumors and new product preannouncements. The methodological paradigms entail qualitative and quantitative approaches to explore and test consumption and marketing phenomena by bringing together theories from behavioral sciences at large.

The research focus of the retail team centers on brand oriented leadership and touchpoint management of retailers and national brands.

The group has published in the Journal of Consumer Research, Journal of Consumer Psychology, Organization Studies, Research Policy, Journal of the Academy of Marketing Science, the Journal of Business Research, the Journal of Product and Innovation Management, the Journal of Management Information Systems, and other reputable academic outlets.


Current Research Partners


Our research groups are proud to be part of an international community of researchers and academic institutions. Our partnerships are fruitful for our own scholarly work, and they open up the world of research for our most talented students.


Aradhna Krishna, University of Michigan, United States

Eric Arnould, University of Southern Denmark, Odense, Denmark

Eric von Hippel, MIT - Massachusetts Institute of Technology, United States

Hans Mühlbacher, University of Monaco, Monaco

Iain Munro, University of Newcastle, Great Britain

Katharina Husemann, Royal Holloway, Great Britain

Marius Luedicke, Cass Business School, Great Britain

Niklas Woermann, University of Southern Denmark, Odense, Denmark

Oliver B. Büttner, University of Vienna, Austria

Reinhard Grohs, Privatuniversität Seeburg, Austria

Silvia von Wallpach, Copenhagen Business School, Denmark

Zachary Estes, Bocconi University, Milan, Italy

Selected Publications


Co-constructing Stakeholder and Brand Identity – A Performativity Theory Perspective

In: Journal of Business Research, conditionally accepted.

(Sylvia von Wallpach, Andrea Hemetsberger  and Peter Espersen)


Multisensory Interaction in Product Choice: Grasping a Product Affects Choice of other seen Products

In: Journal of Consumer Psychology, in press.

(Mathias Streicher, Zachary Estes)


Shopping to and fro: Ideomotor Compatibility of Arm Postures and Product Choice

In: Journal of Consumer Psychology, in press.

(Mathias Streicher, Zachary Estes)


The Hidden Risk in User-generated Content: An Investigation of Ski Tourers' Revealed Risk-taking Behavior on an Online Outdoor Sports Platform

In: Tourism Management, 2016, 55 (August), 289-296.

(Andreas Plank)


Doing Well while Doing Good? An Integrative Review of Marketing Criticism and Response

In: Journal of Business Research, 2015, Special Issue on Positive Marketing, 68 (12), 2452-2463.

(Verena E. Stoeckl and Marius K. Luedicke)


Motivational Drivers of Content Contribution to Company-Versus Consumer-Hosted Online Communities. 

In: Psychology and Marketing, 2015, 32 (3), 341-355.

(Karin Teichmann, Nicola Stokburger-Sauer, Andreas Plank and Andreas Strobl)


User Generated Brands and their Contribution to the Diffusion of User Innovations

In: Research Policy, 2013, 42 (6-7), 1197–1209.

(Johann Füller, Roland Schroll and Eric von Hippel)


Brand-driven Leadership for Change Management in Retailing

In: European Retail Research, 2012, 26 (2), 1-18.

(Günther Botschen, Ian Combe and Eva Thelen)


Collective Development in Open-Source Communities: An Activity Theoretical Perspective on Successful Online Collaboration

In: Organization Studies, 2009, Vol. 30 (9), 987-1008.

(Andrea Hemetsberger and Christian Reinhardt)


The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing

In: Journal of Macromarketing, 2008, 28 (4), 339- 354.

(Robert V., Kozinets,  Andrea Hemetsberger, and Hope Jensen Schau)


You will find information on current research projects on our blog.

Publication Database

A comprehensive list of publications (incl. Journal Articles, Conference Proceedings, etc.) are available on the >> Publication Database <<. Search here to find publications by author, title, and year. Click "suchen" to begin the search and to receive a comprehensive list of results.

Research Centers

The School of Management hosts three specific research centers. We participate and contribute to FSP 3: Strategic Leadership, Innovation and Brands.

Research Platform

We are also members of the multi-disciplinary research platform Organizations & Society