fdb – Forschungsdatenbank der Europa-Universität Viadrina Frankfurt (Oder)


Prof. Dr. Martin Eisend: Professur für Betriebswirtschaftslehre, insbesondere Marketing

Professor Prof. Dr. Martin Eisend
Period 07/2007
Staff members

Secretary: Denise Luther; Research Assistants: Verena Baus, M.Sc.; Dr. Katja Brunk; Erik Hermann, M.Sc.; Anna Rößner, M.Sc.; Farid Tarrahi, M.Sc.; Student Assistant: Lachezar Ivanov; Former Team Members: Prof. Dr. Susanne Enke (née Schmidt); Dr. Maren Kämmerer; Dr. Silke Knoll; Dr. Ruziye Oruc (née Canbazoglu)

Division ("Fakultät") Wirtschaftswissenschaftliche Fakultät
Website https://www.wiwi.europa-uni.de/en/lehrstuhl/mm/marketing/index.html

Research focus

Our research activities focus on consumer behavior and marketing communication, in particular on effects of advertising messages and strategies (e.g., humor, repetition), societal issues of marketing communication (e.g., gender roles) and aspects related to ethical consumption. From a theoretical point of view, theories from marketing, management, psychology, sociology, anthropology, communication science and cultural theories are applied and combined.

Most research projects are quantitative-empirical-analytical. Although different research methods are applied, the main focus of method application and methodological research is on empirical generalization, in particular meta-analyses.



    Edited Books

    Articles in Edited Books

    Journal Articles