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Welcome to the Marketing Department

We are dedicated to the current challenges of marketing with focus on the requirements that arise in an increasingly service-oriented society. Our goal is to create and convey knowledge relevant for management, which in turn leads to better decisions in marketing and transparent economic consequences.

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... about our research

... about the team

... about the team

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...about job offers

Students' pages

Students

News

Student Assistant wanted for the Chair in Marketing and Brand Management (Prof. Dr. Völckner)

We are looking for a committed student assistant supporting our team. Starting date: September 1st or later.

Exam Inspection Customer Management

This exam inspection refers to examination dates February 19, 2026, and March 31, 2026!

Job Offer at the Marketing Department

Prof. Dr. Franziska Völckner is looking for a PostDoc or Doctoral Student

Exam Inspection Introduction to Marketing / Basismodul Marketing / Einführung ins Marketing

This exam inspection refers to examination date December 6th, 2025, and March 26th, 2026.

News Archive

Top Publications

Steenkamp, Jan-Benedict E.M., Marc Fischer, Kelly L. Haws, Maura L. Scott, and Rebecca J. Slotegraaf (2026), “Cementing JM’s Impact on the Marketing Ecosystem: Advancing Big Ideas,“ Journal of Marketing, 90 (1), 1-8.

Klostermann, Jan, Anne Mareike Flaswinkel, Chris Hydock, and Reinhold Decker (2025), “EXPRESS: The Effect of Company Size on Aggregate Word of Mouth Valence,” Journal of Marketing, forthcoming.

Paschmann, Jens W., Hernán A. Bruno, Harald J. van Heerde, Franziska Völckner, and Kristina Klein (2024), “EXPRESS: Driving Mobile App User Engagement through Gamification,“ Journal of Marketing Research, (forthcoming)

Fritze, Martin P., Franziska Völckner, and Valentyna Melnyk (2024), “Behavioral Labeling: Prompting Consumer Behavior through Activity Tags,” Journal of Marketing, 88 (4), 22-39.

Fischer, Marc and Simone Wies (2025), "Accessing the Untapped Brand Leverage Potential – A Strategic Framework from a Capital Market View,“ Management Science, 71 (3), 2011–2034.

Peng, Chenming, Tammo H. A. Bijmolt, Franziska Völckner, and Hong Zhao (2023), “A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit,” Journal of Marketing, 87 (6), 906-927.

Maren Becker, Thomas P. Scholdra, Manuel Berkmann, Werner J. Reinartz (2023), "The Effect of Content on Zapping in TV Advertising" Journal of Marketing. Forthcoming.

Wichmann, Julian; Wiegand, Nico, and Reinartz, Werner (2022), „The Platformization of Brands", Journal of Marketing. 86 (1), 109–131.

Scholdra, Thomas, Julian Wichmann, Maik Eisenbeiß, and Werner Reinartz (2022), “Households under Economic Change: How Micro- and Macroeconomic Conditions Shape Grocery Shopping Behavior”, Journal of Marketing. 86 (4), 95-117.

Stäbler, Samuel, and Marc Fischer (2020), “When Does Corporate Social Irresponsibility Become News? Evidence from More than 1,000 Brand Transgressions Across Five Countries,” Journal of Marketing, 84 (3), 46–67.

Bruce, Norris I., Maren Becker, and Werner Reinartz (2020), “Communicating Brands in Television Advertising,” Journal of Marketing Research, 57 (2), 236–256.

Klein, Kristina, Franziska Völckner, Hernán A. Bruno, Henrik Sattler, and Pascal Bruno (2019), “Brand Positioning Based on Brand Image–Country Image Fit,” Marketing Science, 38 (3), 516–538.

Fischer, Marc (2019), “Managing Advertising Campaigns for New Product Launches: An Application at Mercedes-Benz,” Marketing Science, 38 (2), 343–359.

Chae, Inyoung, Hernán A. Bruno, and Fred M. Feinberg (2019), “Wearout or Weariness? Potential Negative Consequences of Ad Volume and Timing,” Journal of Marketing Research, 56 (1), 57–75.

Becker, Maren, Nico Wiegand, and Werner J. Reinartz (2019), “Does It Pay to Be Real? Understanding Authenticity in TV Advertising,” Journal of Marketing, 83 (1), 24–50.

Edeling, Alexander, and Alexander Himme (2018), “When Does Market Share Matter? New Empirical Generalizations from a Meta-Analysis of the Market Share-Performance Relationship,” Journal of Marketing, 82 (3), 1–24.

Bruno, Hernán A., Javier Cebollada, and Pradeep K. Chintagunta (2018), “Targeting Mr. or Mrs. Smith: Modeling and Leveraging Intrahousehold Heterogeneity in Brand Choice Behavior,” Marketing Science, 37 (4), 631–648.

Lobschat, Lara, Ernst C. Osinga, and Werner J. Reinartz (2017), “What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements,” Journal of Marketing Research, 54 (6), 901–913.

Kumar, V., and Werner Reinartz (2016), “Creating Enduring Customer Value,” Journal of Marketing, 80 (6), 36–68.

Fischer, Marc, Hyun S. Shin, and Dominique M. Hanssens (2016), “Brand Performance Volatility from Marketing Spending,” Management Science, 62 (1), 197–215.

Edeling, Alexander, and Marc Fischer (2016), “Marketing's Impact on Firm Value: Generalizations from a Meta-Analysis,” Journal of Marketing Research, 53 (4), 515–534.

Annual Marketing Report