Prof. Dr. Ann-Kristin Kupfer

Ann-Kristin Kupfer recently joined the Karlsruhe Institute of Technology (KIT) as Professor of Marketing. She is head of the Digital Marketing Research Group and co-director of the Institute for Customer Insights (CIN). 

Prior to joining the KIT, she was Assistant Professor of Marketing at the University of Münster where she also obtained her doctoral degree. She was a visiting scholar at the University of New South Wales (UNSW), the University of British Columbia (UBC), and Texas Christian University (TCU).

The academic work of Ann-Kristin Kupfer focuses on substantive, interesting phenomena that arise from marketing products and services in the digital age, which she analyzes in the context of media markets and brand management. Her work is published in top tier international journals, including the Journal of Marketing, the International Journal of Research in Marketing, the Journal of the Academy of Marketing Science, the Journal of Product Innovation Management, and the Journal of Retailing. The reception of the prestigious best paper awards by the International Journal of Research in Marketing and the Journal of the Academy of Marketing Science document the excellence of her research.

Peer-reviewed Publications

Mandler, Timo, Kupfer, Ann-Kristin, Hennig-Thurau, Thorsten, Schauerte, Ricarda, & Cziehso, Gerrit (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(6), 1044–1067.

Kupfer, Ann-Kristin, André Marchand, and Thorsten Hennig-Thurau (2024), Explaining Physical Retail Store Closures in Digital Times, Journal of Retailing, 100 (4), 512–531.

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, 41 (12), 2977-2991. 

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, 52 (2), 449-469.

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.

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]

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]

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.

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, 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.