Top Publications
Stäbler, S. and M. 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, N., M.Becker, and W. Reinartz (2020), “Communicating Brands in Television Advertising“, Journal of Marketing Research, 57 (2), 236-256.
Klein, K., Völckner, F., Bruno, H. A., Sattler H., & Bruno, P (2019). Brand Positioning Based on Brand Image–Country Image Fit. Marketing Science, 38 (3), 516-538.
Fischer, M. (2019). Managing Advertising Campaigns for New Product Launches: An Application at Mercedes-Benz. Marketing Science, 38 (2), 343–359.
Chae, I., Bruno, H. A., & Feinberg, F. F. (2019). Wearout or Weariness? Potential Negative Consequences of Ad Volume and Timing. Journal of Marketing Research, 56(1), 57-75.
Becker, M., Wiegand, N., & Reinartz, W. J. (2019). Does It Pay to Be Real? Understanding Authenticity in TV Advertising. Journal of Marketing, 83 (1), 24-50.
Edeling, A., & Himme, A. (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, H. A., Cebollada-Calvo, J.-J., & Chintagunta, P. K. (2018). Targeting Mr. or Mrs. Smith: Modeling and Leveraging Within-household Heterogeneity in Brand Choice Behavior. Marketing Science, 37(4), 507-684.
Lobschat, Lara, Ernst C. Osinga, Werner 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., & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36-68.
Fischer, M., Sinh, H.S., & Hanssens D. (2016). Brand performance from marketing volatility spending. Management Science, 62(1), 197-215.
Edeling, A., & Fischer, M. (2016). Marketing's impact on firm value: Generalizations from a meta-analysis. Journal of Marketing Research, 53(August), 515-534.
Reinartz, W. J. (2016). Crafting a JMR Manuscript. Journal of Marketing Research, 53(Feburary), 139-141.
Recent Top Publications
Edeling, A., & Fischer, M. (2016). Marketing's impact on firm value: Generalizations from a meta-analysis. Journal of Marketing Research, forthcoming.
Fischer, M., Shin, H. S., & Hanssens, D. M. (2016). Brand performance from marketing volatility spending. Management Science, 62(1), 197-215.
Spann, M., Fischer, M., & Tellis, G. J. (2015). Skimming or penetration? Strategic dynamic pricing for new products. Marketing Science, 34(2), 235-249.
Rigdon, E.E., Becker, J.-M., Rai, A., Ringle, C.M., Diamantopoulos, A., ... Dijkstra, T.K. (2014). Research Commentary—Conflating antecedents and formative indicators: A comment on Aguirre-Urreta and Marakas. Information Systems Research, 25(4), 780-784.
Annual Marketing Report (Kopie 1)
Annual Marketing Report
Recent Top Publications
Edeling, A., & Fischer, M. (2016). Marketing's impact on firm value: Generalizations from a meta-analysis. Journal of Marketing Research, forthcoming.
Fischer, M., Shin, H. S., & Hanssens, D. M. (2016). Brand performance from marketing volatility spending. Management Science, 62(1), 197-215.
Spann, M., Fischer, M., & Tellis, G. J. (2015). Skimming or penetration? Strategic dynamic pricing for new products. Marketing Science, 34(2), 235-249.
Rigdon, E.E., Becker, J.-M., Rai, A., Ringle, C.M., Diamantopoulos, A., ... Dijkstra, T.K. (2014). Research Commentary—Conflating antecedents and formative indicators: A comment on Aguirre-Urreta and Marakas. Information Systems Research, 25(4), 780-784.
(Kopie 1)
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