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We conduct applied research in consumer psychology, exploring how personality, identity, attitudes and perceptions shape consumer behaviour and relationships with brands. Our research aims to generate useful insights and develop applicable models that help us better understand and explain consumer behaviour. 

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our research is based on qualitative methods such as case study analysis and grounded theory, collecting data through interviews, observations, focus groups, archival data, and interpretations of existing data. as well as quantitative methods, collecting data through content analysis and surveys.

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our work has been published in internationally recognized and well-ranked scientific journals, as well as popular management journals read by professionals and executives.

research projects

select publications

List of relevant publications

Tannert, Walter & Schimmelpfennig, Christian (2020). Erfolgsfaktor Produktmarketing: Kaufmotive in der Elektromobilität mit der richtigen Strategie adressieren. transfer – Zeitschrift für Kommunikation und Markenmanagement, 66(4), pp. 63-67. [VHB: D]

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Schimmelpfennig, Christian & Hunt, James (2020). Fifty Years of Celebrity Endorer Research: Support for a Comprehensive Celebrity Endorsement Strategy Framework. Psychology & Marketing, (37)3, pp. 488-505. [ABDC: A, Wie: A , VHB: B, Impact Factor: 2.37]

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Schimmelpfennig, Christian (2020). Der Prominenten-Faktor. Harvard Business Manager. Februar 2020.

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Schimmelpfennig, Christian (2019). Expertenkommentar zur Marketing Fallstudie. Harvard Business Manager. April 2019.

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Schimmelpfennig, Christian (2018). The Use of Different Endorser Types in Advertising: A Content Analysis of Magazine Advertisements. Journal of Global Marketing, (32)3, pp. 139-153. [ABDC: B, VHB: C, Impact Factor: 1.2]

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Schimmelpfennig, Christian (2018). Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsements. Journal of International Consumer Marketing 30(4), pp. 220-234. [ABDC: B, Impact Factor: 1.17]

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Schimmelpfennig, Christian & Hollensen, Svend (2016). Significant Decline in Celebrity Usage: A Review. The IUP Journal of Marketing Management, 11(1), pp. 7-19.

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Schimmelpfennig, Christian (2015). Brand Image Creation by Means of Ordinary Spokespersons with an Extraordinary Story – An Example of Case Study Research in Marketing.

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Hollensen, Svend & Schimmelpfennig, Christian (2015). Developing a glocalisation strategy: Experiences from Henkel’s product launches in the Middle East and Europe. Journal of Brand Strategy, (4)3, pp. 201-211.

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Schimmelpfennig, Christian (2015). Ein teurer Fehler. Harvard Business Manager. November 2015. pp. 84-91.

 

Jenewein, Wolfgang, Kochanek, Thomas, Heidbrink, Markus & Schimmelpfennig, Christian (2014). Learning Collaboration from Tiki-Taka Soccer. Harvard Business Review. July 2014. [ABDC: A]

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Schimmelpfennig, Christian & Hollensen, Svend (2014). Celebrity endorsements: Exploring the processes for finding the right celebrity to endorse a brand. Journal of Brand Strategy, 2(4), pp. 366-378.

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Hollensen, Svend & Schimmelpfennig, Christian (2013). Selection of Celebrity Endorsers : A case approach to developing an Endorser Selection Process Model. Marketing Intelligence & Planning, 31(1), pp. 88-102. [ABDC: A, Impact Factor: 2.09]

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