Research
At the heart of our research is the investigation of substantive, interesting phenomena that arise from marketing products and services in our digital world, which we typically analyze in the context of media markets and brand management. We are thereby particularly fascinated by the influence of new technologies on consumer behavior and the resulting implications for management. Our empirical work is based on a broad set of both data collection and analytical methods, which we often combine into multi-method research papers. This enables us to address research questions both from a consumer behavior and from a strategy perspective.
Marketing in a Digital World
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| Mandler, Timo, Ann-Kristin Kupfer, Thorsten Hennig-Thurau, Ricarda Schauerte, and Gerrit P.Cziehso (2025): The Contagious Nature of Pre-Release Consumer Buzz: How Observing Other Consumers' Anticipation for a New Product Influences Adoption, Journal of Product Innovation Management, 42, forthcoming. | Houston, Mark, Ann-Kristin Kupfer, Thorsten Hennig-Thurau, and Martin Spann (2018): Pre-Release Consumer Buzz, Journal of the Academy of Marketing Science, 46 (2), 338–360. [Recipient of the JAMS Best Paper Award] | Kupfer, Ann-Kristin, Nora Pähler vor der Holte, Raoul V. Kübler, and Thorsten Hennig-Thurau (2018): The Role of the Partner Brand’s Social Media Power in Brand Alliances, Journal of Marketing, 83 (3), 25-44. | Mandler, Timo, Cziehso, Gerrit P., Schaefers, Tobias, Kupfer, Ann-Kristin, & Mafael, Alexander (2024). This article is… Consumer reactions to unfinished teasers for digital content. Psychology & Marketing. |
Brand Management
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Hansen, Nele, Ann-Kristin Kupfer, and Thorsten Hennig-Thurau (2018): Brand Crises in the Digital Age: The Short- and Long-Term Effects of Social Media Firestorms on Consumers and Brands, International Journal of Research in Marketing, 35 (4), 557-574. [Recipient of the IJRM Best Paper Award] |
Klostermann, Jan, Tobias Hinze, Franziska Völckner, Ann-Kristin Kupfer, and Rouven Schwerdtfeger (2023): Avengers, Assemble! A Network-based Contingency Analysis of Spillover Effects in Multi-brand Alliances, Journal of the Academy of Marketing Science | Knapp, Ann-Kristin, Thorsten Hennig-Thurau, and Juliane Mathys (2014): The Importance of Reciprocal Spillover Effects for the Valuation of Bestseller Brands: Introducing and Testing a Contingency Model, Journal of the Academy of Marketing Science, Vol. 42 (2), 205-221. |
Media Marketing
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| Behrens, Ronny; Kupfer, Ann-Kristin; Hennig-Thurau, Thorsten (2024): There is business like show business! What marketing scholars and managers can learn from 40 years of entertainment science research, Journal of the Academy of Marketing Science 53, 760–780 | Bohnenkamp, Björn, Ann-Kristin Knapp, Thorsten Hennig-Thurau, and Ricarda Schauerte (2015): When Does It Make Sense To Do It Again? An Empirical Investigation of Contingency Factors of Movie Remakes, Journal of Cultural Economics, Vol. 39 (1), 15-41. | Knapp, Ann-Kristin and Thorsten Hennig-Thurau (2015): Does 3D Make Sense for Hollywood? The Economic Implications of Adding a Third Dimension to Hedonic Media Products, Journal of Media Economics, Vol. 28 (2), 100-118. |