16.06.2025

The Chair of Marketing attended this year's EMAC conference. From 28 to 30 May, our researchers had the opportunity to present their current projects in the beautiful (and very hot) city of Madrid, Spain. A wide variety of topics were covered, ranging from current technological shifts to sustainable consumption for the future:

Kristina Nickel, Stefan Hoffmann, Minu Kumar & Carsten Schultz: Emotional Responses to Robotaxis – The Role of Environmental Complexity (Innovation Management & New Product Development)

Sarah Köcher, Sören Köcher: The Attraction Effect in Consumers’ Response to Coupon Promotions (Track: Pricing and Promotions)

Felix Reimers & Stefan Hoffmann: Balancing Priorities: How Sustainability and Social Context Influence Sequential Consumer Choices (Track: Retailing & Omni-Channel Management)

Elena Alvarado & Stefan Hoffmann: From Image to Loyalty: Unraveling the Role of Identification and Engagement in Sports Fan Behavior (Track: Relationship Marketing)

Katja Döbel (Poster): Through the Looking Glass: The Shifting User Focus Between Worldbuilding and Real-World Anchoring

In addition to the numerous engaging presentations, the special sessions were especially informative. The opportunity to exchange ideas with colleagues from around the globe and to network proved to be exceptionally valuable, and we returned home with a number of fresh ideas and a renewed sense of motivation for future research projects.

(Ein Post der Professuren für Marketing und Digitales Marketing)