Research

A distinguishing characteristic of the Chair is its quantitative orientation and emphasis on basic research (Grundlagenforschung). This ensures that the most recent theoretical concepts and methods are applied in both academic and business-sponsored research projects. Major emphasis is placed on building and maintaining collaborative links with external academic, professional and industrial partners. The research capability of the Chair is strongly underpinned by its:

• Publications in top-rated outlets such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of International Business Studies, International Journal of Research in Marketing, Journal of Retailing, Journal of Service Research, and MIS Quarterly. 
• Representation in editorial review boards of key academic journals (e.g., International Journal of Research in Marketing, Journal of International Marketing and Journal of International Business Studies).
• Close research links with several universities in Europe and the USA.
• Active involvement in international societies (e.g., Academy of International Business, European Marketing Academy, Academy of Marketing Science, American Marketing Association).

Members of staff are involved in several research projects on various international marketing topics, often in collaboration with academics from other European and North American universities. Examples of ongoing research projects include:

• Country of origin knowledge and salience among consumers.
• Impact of country stereotypes on consumer evaluations and behavioral intentions.
• Impact of consumer ethnocentrism, cosmopolitanism, country affinity and consumer animosity on product evaluations and buying intentions.
• Perceived globalness/localness and its influence on consumers' behavioral responses.
• Consumer dispositions towards market globalization and global brands.
• Consumer responses to global/local brand authenticity.