Prof. Dr. Nicola Stokburger-Sauer



  +43 (0) 512 507 72400


 on appointment

Academic History


Refusal of an offer of a W3-professorship in Business Administration, especially Marketing II, at the University of Hohenheim, Germany

since 08/2009

Professor of Business Administration with a focus on Tourism and Service Management at the Faculty of Business and Management, Department of Strategic Management, Marketing and Tourism, University of Innsbruck, Austria


Habilitation und awarding of the venia legendi of Business Administration through the Business School, University of Mannheim, Germany

02 - 04/2007

Research Scholar, University of Missouri-Columbia, Columbia, Missouri, U.S.A.

2003 - 2008

Assistant Professor, Department of Business Administration and Marketing II, Professor Dr. Hans H. Bauer, University of Mannheim


Ph.D. (Dr. rer. pol.), University of Mannheim, Grade: summa cum laude, Topic of Dissertation: "Consumer Sophistication: Messung, Determinanten und Wirkungen auf Kundenzufriedenheit und Loyalität" (supported by German National Science Foundation)

07 - 08/2002

Research Scholar, Stanford University, Palo Alto, Kalifornien, U.S.A.

2000 - 2003

Doctoral Student, Department of Business Administration and Marketing II, Professor Dr. Hans H. Bauer, University of Mannheim

1998 - 2000

Doctoral Student, Dean’s Office, Business, Project Lead AACSB accreditation, University of Mannheim


Diploma in Business Administration, University of Mannheim


Master of Business Administration, Bowling Green State University, Ohio, U.S.A.

Professional Experience

since 2000

External lecturer at different Universities and Universities of Applied Sciences, e.g. Vienna University of Economics and Business (WU), University of Applied Sciences Darmstadt, University of Applied Sciences for Public Administration Mannheim

1998 - 2000

Project Leadership AACSB-accreditation, Junior Researcher at the Business School, University of Mannheim, Germany


Assistant Brand Manager at Ellen Betrix, decorative cosmetics, Proctor & Gamble GmbH, Groß-Gerau, Germany


Practice and consulting projects on various topics and with a variety of companies, e.g. SOS Children's Villages, Swarovski Professional, L'Image GmbH, Swarovski Architecture & Lighting, Edelweiss Bike Travel Agency, Vorarlberger Kraftwerke AG, GE Jenbacher GmbH, Tirol Advertising GmbH, Merck KGaA, Reckitt Benckiser Germany GmbH, Roche Germany Holding GmbH, OTTO GmbH & Co. KG, Smart AG

Selected Awards


Robert Johnston Outstanding Paper of the Year Award 2016 for Value Cocreation at its Peak: The Asymmetric Relationship Between Coproduction and Loyalty, published in Journal of Service Management, 27 (4), 563-590 (with U. Grissemann, K. Teichmann, and M. Wetzels)


Best Paper Award for ”Destined for Each Other: Customers’ Emotional Responses to Co-Designed Products”, 2013 AMA Winter Marketing Educators’ Conference, 15.-17. Februar 2013 (zus. mit U. Grissemann und K. Teichmann)


Best Paper Award for „Communication Matters: The Relevance of Communication Management in the Customer-Company Interface,” ANZMAC 2010 Conference, Christchurch, NZ, 29. November – 01. Dezember 2011 (zus. mit O. Wagner und K. Teichmann)


Best Paper Award for „Can Brands do Harm? Antecedents to and Consequences of Adolescents’ Perceived Brand Stress”, 2007 AMA Summer Marketing Educators’ Conference, Washington, USA, 04. – 06. August 2007 (zus. mit H. H. Bauer und C. A. Albrecht)

Research Focus

  • Visual Aesthetics in Marketing and Consumer Decision Making

  • Advice Seeking Processes in Customer-Employee-Relationships

  • Emotions in Consumer Behavior

  • Services- and Experiential Marketing

  • Branding- and Marketing Communication

  • Brand- and Online Communities



Deutscher Hochschulverband

European Marketing Academy


Verband der Hochschullehrer für Betriebswirtschaft

Selected Publications

Koschate-Fischer, Nicole, Wayne D. Hoyer, Nicola E. Stokburger-Sauer and Jan Engling (2018), Do Life Events Always Lead to Brand Switching? The Mediating Role of Consumer Innovativeness, the Variety Seeking Tendency, and Price Consciousness, Journal of the Academy of Marketing Science, 46 (May), 516-536.

Albrecht, Carmen-Maria, Nicola E. Stokburger-Sauer, David E. Sprott, and Donald R. Lehmann (2017), Adolescents’ Perceived Brand Deprivation Stress and its Implications for Corporate and Consumer Well-being, Psychology & Marketing, 34 (August), 807-822.

Hofmann, Verena and Nicola E. Stokburger-Sauer (2017), The Impact of Emotional Labor on Employees’ Work-life balance Perception and Commitment: A Study in the Hospitality Industry, International Journal of Hospitality Management, 65, 47-58.

Schnurr, Benedikt, Alexandra Brunner-Sperdin, and Nicola E. Stokburger-Sauer (2017), The Effect of Context Attractiveness on Product Attractiveness and Product Quality: The Moderating Role of Product Familiarity, Marketing Letters, 28 (June), 241-253.

Teichmann, Karin, Ursula Scholl-Grissemann und Nicola E. Stokburger-Sauer (2016), The Power of Codesign to Bond Customers to Products and Companies: The Role of Toolkit Support and Creativity, Journal of Interactive Marketing, 36 (November), 15-30.

Full List of Publications

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