Univ. Prof. Dr. Nicola Stokburger-Sauer





+ 43 (0)512 507 72400                                               

Office Hours       

on appointment


click here

Educational History


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

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


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


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


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)


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


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


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 


Lecturer in Marketing Management, Department of Economics, Study Path of Media System Design, College of Darmstadt


Lecturer in Service Marketing, Department of Labor Administration, Federal College for Public Administration


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


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


Journalistic work, Rhein-Neckar-Zeitung GmbH, Heidelberg


Support of private clients, commercial paper consulting, Dresdner Bank AG, Mannheim


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

Research Focus


Visual Aesthetics in Marketing and Consumer Decision Making


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 Stokburger-Sauer, and Jan Engling (2017), Do Life Events Always Lead to Brand Wsitching? The Mediating Role of Consumer Innovativeness, the Variety Seeking Tendency, and Price Consciousness, forthcoming in Journal of the Academy of Marketing Science. [VHB‐JQ3: A; SSCI Impact Factor: 3.74]
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, forthcoming in Psychology & Marketing. [VHB‐JQ3: B; SSCI Impact Factor: 1.37]
Hofmann, Verena and Nicola 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. [SSCI Impact Factor: 2.06]
Stokburger-Sauer, Nicola E. and Verena Hofmann (2017), Art Sponsorship Success: An Empirical Investigation into Sponsor Recall and the Ambiguous Role of Visitors' Involvement, Marketing ZFP - Journal of Research in Management, 39, 1, 3-14. [VHB‐JQ3: C]
Reitsamer, Bernd, Alexandra Brunner-Sperdin and Nicola Stokburger-Sauer (2016), Destination Attractiveness and Destination Attachment - The Mediating Role of Tourists' Attitude, Tourism Management Perspectives, 10, 93-101.
Teichmann, Karin, Ursula Scholl‐Grissemann, and 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. [VHB‐JQ3: B; SSCI Impact Factor: 2.77]
Stokburger‐Sauer, Nicola E., Ursula Scholl‐Grissemann, Karin Teichmann, and Martin Wetzels (2016), Value Cocreation at its Peak: The Asymmetric Relationship Between Coproduction and Loyalty, Journal of Service Management., 27, 4, 15-30. [VHB‐JQ3: B; SSCI Impact Factor: 2.00]
Received the Robert Johnston Outstanding Paper of the Year Award 2016
Schnurr, Benedikt, Alexandra Brunner‐Sperdin, and Nicola E. Stokburger‐Sauer (2016), The Effect of Context Attractiveness on Product Attractiveness and Product Quality: The Moderating Role of Product Familiarity, Marketing Letters, 28, 2, 563-590. [VHB‐JQ3: B; SSCI Impact Factor: 1.06]
Matzler, Kurt, Andreas Strobl, Nicola E. Stokburger‐Sauer, Artur Bobovnicky, and Florian Bauer (2016), Brand Personality and Culture: The Role of Cultural Differences on the Impact of Brand Personality Perceptions on Tourists' Visit Intentions, Tourism Management, 52 (February), 507– 520. [SSCI Impact Factor: 2.55]
Schnurr, Benedikt and Nicola E. Stokburger‐Sauer (2016), The Effect of Stylistic Product Information on consumers’ Aesthetic Responses, Psychology & Marketing, 33, 3, 165‐176. [VHB‐JQ3: B; SSCI Impact Factor: 1.08]
Stokburger‐Sauer, Nicola E. and Caroline Wiertz (2015), Online Consumption Communities: An Introduction, Psychology & Marketing, 32, 3, 235‐239. [VHB‐JQ3: B; SSCI Impact Factor: 1.08]
Teichmann, Karin, Nicola E. Stokburger‐Sauer, Andreas Plank, and Andreas Strobl (2015): Motivational Drivers of Content Contribution to Company‐ Versus Consumer‐Hosted Online Communities, Psychology & Marketing, 32, 3, 341‐355. [VHB‐JQ3: B; SSCI Impact Factor: 1.08]
Brunner‐Sperdin, Alexandra, Ursula S. Scholl‐Grissemann, and Nicola E. Stokburger‐Sauer (2014): The Relevance of Holistic Website Perception: How Sense‐making and Exploration Cues Guide Consumers’ Emotions and Behaviors, Journal of Business Research, 67, 2515‐2522. [VHB‐JQ3: B; SSCI Impact Factor: 1.48]
Stokburger‐Sauer, Nicola E. and Karin Teichmann (2014), The Relevance of Consumer‐brand Identification in the Team Sport Industry, Marketing Review St. Gallen, 2, 20‐30. [VHB‐JQ2: E]
Martin Eisend and Nicola E. Stokburger‐Sauer (2013): Measurement Characteristics of Aaker’s Brand Personality Dimensions: Lessons to be Learned from Human Personality Research, Psychology & Marketing, 30 (11), 950‐958. [VHB‐JQ2: B; SSCI Impact Factor: 1.31]
Stokburger‐Sauer, Nicola E. and Karin Teichmann (2013), Is Luxury Just a Female Thing? The Role of Gender in Luxury Brand Consumption, Journal of Business Research, 66 (7), 889‐896. [VHB‐ JQ2: B; SSCI Impact Factor: 1.77]
Eisend, Martin and Nicola E. Stokburger‐Sauer (2013), Brand Personality: A Meta‐Analytic Review of Antecedents and Consequences, Marketing Letters, 24 (3, September), 205‐216. [VHB‐JQ2: B; SSCI Impact Factor: 0.63]
Stokburger‐Sauer, Nicola E., S. Ratneshwar, and Sankar Sen (2012), Drivers of Consumer‐Brand Identification, International Journal of Research in Marketing, 29, 406‐418. [VHB‐JQ2: A; SSCI Impact Factor: 1.87]
Grissemann, Ursula and Nicola E. Stokburger‐Sauer (2012), Customer Co‐Creation of Travel Services: The Role of Company Support and Customer Satisfaction with the Co‐creation Performance, Tourism Management, 33, 1483‐1492. [SSCI Impact Factor: 2.62]
Hoyer, Wayne D. and Nicola E. Stokburger‐Sauer (2012), The Role of Aesthetic Taste in Consumer Behavior, Journal of the Academy of Marketing Science, 40 (January) 167‐180. [VHB‐JQ2: A; SSCI Impact Factor: 3.27]
Morris Holbrook on this publication:
"I have just finished reading your excellent article in JAMS about "Taste." Bravo!!! I think you have done an excellent job of reviewing, summarizing, clarifying, and extending the literature on this theme. And this is definitely not an easy area to deal with. So your clarity and judgment are all the more praiseworthy. ... So I congratulate you with the greatest of appreciation for what you have achieved."
 A complete list of all publications can be found here.



Nach oben scrollen