Prof. Dr. Martin Eisend

Professor - aktiv

Position / Amtsbezeichnung
Lehrstuhlinhaber
Universität
Europa-Universität Viadrina Frankfurt/Oder
Fachbereich
Wirtschaftswissenschaftliche Fakultät
Arbeitsbereiche
Allgemeine Betriebswirtschaftslehre
insb. Internationales Marketing
Forschungsbereiche
Geschlechtssterotypen in der Werbung
Kulturelle Unterschiede bei der Akzeptanz von Internetwerbung
Fans als Konsumenten
Der Lebenszyklus von Metaanalysen
Land
Deutschland
Ort / PLZ
15230 Frankfurt/Oder
Strasse
Große Scharrnstraße 59
Telefon
+49 (0)335 5534 2870
Sekretariat
+49 (0)335 5534 2362

Veröffentlichungen

Refereed Journal Publications – International

Eisend, Martin, A Meta-analysis of Gender Roles in Advertising, Journal of the Academy of Marketing Science (forthcoming)

Eisend, Martin, Explaining the Impact of Scarcity Claims in Advertising: The Mediating Role of Perceptions of Susceptibility, Journal of Advertising (forthcoming)

Eisend, Martin (2007), A Meta-Analysis of Humor Effects in Advertising, Advances in Consumer Research, 34, 320-323.

Eisend, Martin (2007), Understanding Two-Sided Persuasion: An Empirical Assessment of Theoretical Approaches, Psychology & Marketing, 24, 615-640.

Eisend, Martin & Jana Möller (2007), The Influence of TV Viewing on Consumers’ Body Images and Related Consumption Behavior, Marketing Letters, 18(1/2), 101-116.

Eisend, Martin & Pakize Schuchert-Güler (2006), Explaining Counterfeit Purchases – A Review and Preview, Academy of Marketing Science Review, 06(12), 1- 25.

Eisend, Martin (2006), Two-sided Advertising: A Meta-analysis, International Journal of Research in Marketing, 23, 187-198.

Eisend, Martin (2006), Source Credibility in Marketing Communication: A Meta-Analysis, Marketing – Journal for Research and Management, 2, 43-60.

Eisend, Martin (2006), Source Credibility Dimensions in Marketing Communication – A Generalized Solution, Journal of Empirical Generalizations in Marketing Science, 10, 1-33.

Eisend, Martin (2005), The Role of Meta-analysis in Scientific Discourses in Marketing and Consumer Behavior Research: Stimulator or Inhibitor? Advances in Consumer Research, 32, 620- 622.

Eisend, Martin (2004), Is it Still Worth to be Credible? A Meta-Analysis of Temporal Patterns of Source Credibility Effects in Marketing, Advances in Consumer Research, 31, S. 352-357.

Eisend, Martin (2002), The Internet as New Medium for the Sciences? The Effects of Internet Use on Traditional Scientific Communication Media Among Social Scientists in Germany, Online Information Review, 26, S. 307-317.


Journal Publications – National (refereed/editorial review)

Langer, Alexandra, Martin Eisend & Alfred Kuß, Zu viel des Guten? Der Einfluss der Anzahl von Ökolabels auf die Konsumentenverwirrtheit, Marketing ZfP (forthcoming).

Eisend, Martin, Zweiseitige Botschaften in der Marketingkommunikation – Ein Überblick und Ausblick zu Theorie und Forschung, Zeitschrift für Betriebswirtschaft (forthcoming).

Eisend, Martin (2007), Methodische Grundlagen und Anwendungen der Generalisierbarkeitstheorie in der betriebswirtschaftlichen Forschung, WiSt, 36, 494-500.

Eisend, Martin (2006), "Jeder Schuss ein Treffer?" – Zur Notwendigkeit und Problematik empirischer Generalisierungen im Begründungszusammenhang der betriebswirtschaftlichen Forschung, WiSt, 35, 249-253.

Eisend, Martin (2004), Wann lohnt sich humorvolle Werbung? Bestandsaufnahme und Desiderate der wissenschaftlichen Forschung, transfer – Werbeforschung & Praxis, 2, S. 14-19.


Conference Proceedings (refereed)

Eisend, Martin (2010), How Humor in Advertising Works: A Test of Alternative Models, In Michael K. Brady & Micheal D. Hartline, Marketing Theory and Applications. AMA Winter Educators’ Conference Proceedings, Vol 21, Chicago, Ill: American Marketing Association, 211-212.

Steinhagen, Josefine, Martin Eisend & Silke Knoll (2009), Gender Roles in Advertising: A Comparison of Public and Private TV Channels in Germany, In Ralf Terlutter, Sandra Diehl, Matthias Karmasin & Edith Smith, Proceedings of the 8th International Conference on Research in Advertising, Klagenfurt.

Eisend, Martin (2009), Affective and Cognitive Effects of Humor in Advertising: A Test of Alternative Models, In Ralf Terlutter, Sandra Diehl, Matthias Karmasin & Edith Smith, Proceedings of the 8th International Conference on Research in Advertising, Klagenfurt.

Steinhagen, Josefine, Martin Eisend & Silke Knoll (2009), Gender Roles in Advertising: A Comparison of Public and Private TV Channels in Germany, In Jean-Pierre Helfer & Jean-Louis Nicolas, Proceedings of the 38th EMAC Conference, Nantes: Audencia School of Management, 212.

Fell, Anja & Martin Eisend (2009), Placebo Effects of Brand Awareness and Brand Quality, In Jean-Pierre Helfer & Jean-Louis Nicolas, Proceedings of the 38th EMAC Conference, Nantes: Audencia School of Management, 215.

Eisend, Martin (2009), Is Peer Review Reliable? It Depends on What We Measure, In Kristy Reynolds & J. Chris White, Marketing Theory and Applications. AMA Winter Educators’ Conference Proceedings, Vol 20, Chicago, Ill: American Marketing Association, 182-183.

Koch, Jochen, Martin Eisend & Arne Petermann (2008), The Impact of Complexity on Path Dependent Decision Making, In James R. Brown & Rajiv P. Dant, Enhancing Knowledge Development in Marketing. AMA Summer Educators’ Conference Proceedings, Vol 19, Chicago, Ill: American Marketing Association, 437-438.

Möller, Jana & Martin Eisend (2008), The Impact of Culture on Attitude towards Web Advertising, Proceedings of the 7th International Conference on Research in Advertising.

Eisend, Martin & Tobias Langner (2008), The Impact of Celebrity Attractiveness and Competence Fit: Short-Term vs. Long-Term Effects, Proceedings of the 7th International Conference on Research in Advertising.

Kralisch, Anett & Martin Eisend (2008), Factors Influencing Information Search and Satisfaction on an International E-Health Website. A Cross-Cultural Study, In: Leroy Robinson, Jr., Developments in Marketing Science. Proceedings of the Academy of Marketing Science, Vol 31, Vancouver, BC: Omnipress, 231.

Eisend, Martin & Pakize Schuchert-Güler (2008), How Consumers Cope With Buying Counterfeits: Effects of Dissonance Reduction Strategies, In: Leroy Robinson, Jr., Developments in Marketing Science. Proceedings of the Academy of Marketing Science, Vol 31, Vancouver, BC: Omnipress, 165.

Eisend, Martin (2008), The Impact of Humor in Two-sided Messages: Effects of Arousal and Distraction, In Keith J. Perks & Paurav Shukla, Proceedings of the 37th EMAC Conference, Brighton: University of Brighton.

Koch, Jochen, Martin Eisend & Arne Petermann (2008), The Impact of Complexity on Path Dependent Decision Making, In Keith J. Perks & Paurav Shukla, Proceedings of the 37th EMAC Conference, Brighton: University of Brighton.

Eisend, Martin (2008), Dual-Processing and Message Sidedness: The Effects of Involvement in Two-sided Advertising, In Tom Brown & Zeynep Gurhan-Canli, Marketing Theory and Applications. AMA Winter Educators’ Conference Proceedings, Vol 19, Chicago, Ill: American Marketing Association, 168-169.

Langer, Alexandra, Martin Eisend & Alfred Kuß (2008), The Impact of Eco-Labels on Consumers: Less Information, More Confusion? In Stefania Borghini, Mary Ann McGrath & Cele C. Otnes, European Advances in Consumer Research, Vol 8, Duluth, MN: Association for Consumer Research, 334-335.

Eisend, Martin & Pakize Schuchert-Güler (2008), Do Consumers Mind Buying Illicit Goods? The Case of Counterfeit Purchases, In Stefania Borghini, Mary Ann McGrath & Cele C. Otnes, European Advances in Consumer Research, Vol 8, Duluth, MN: Association for Consumer Research, 124-125.

Eisend, Martin (2007), A Meta-Analysis of Humor Effects in Advertising, In Gavan J. Fitzsimons & Vicki G. Morowitz, Advances in Consumer Research, Vol 34, Duluth, MN: Association for Consumer Research, 320-323.

Eisend, Martin (2007), Explaining the Joint Effect of Source Credibility and Negativity of Information in Two-Sided Messages, In Jakki Mohr & Robert Fisher, Enhancing Knowledge Development in Marketing. AMA Summer Educators’ Conference Proceedings, Vol 18, Chicago, Ill: American Marketing Association, 347-348.

Langer, Alexandra, Martin Eisend & Alfred Kuß (2007), The Impact of Eco-Labels on Consumers: Less Information, More Confusion? European Advances in Consumer Research, 8, (forthcoming).

Eisend, Martin & Pakize Schuchert-Güler (2007), Do Consumers Mind Buying Illicit Goods? The Case of Counterfeit Purchases, European Advances in Consumer Research, 8, (forthcoming).

Eisend, Martin (2007), The Impact of Scarcity Claims in Advertising: The Mediating Role of Third- Person Effects, Proceedings of the 6th International Conference on Research in Advertising.

Eisend, Martin (2007), The Role of Involvement in Two-Sided Persuasion, Proceedings of the 6th International Conference on Research in Advertising.

Eisend, Martin & Pakize Schuchert-Güler (2007), How Consumers Cope With Their Own Illicit Behavior When Purchasing Counterfeit Brands, In Halldor Örn Engilbertson, Proceedings of the 36th EMAC Conference, Reykjavik: Reykjavik University, 329-330.

Eisend, Martin (2007), How Humor Works in Advertising: A Meta-Analytic Structural Equations Analysis of an Integrative Framework, In Halldor Örn Engilbertson, Proceedings of the 36th EMAC Conference, Reykjavik: Reykjavik University, 303.

Jäger, Tilmann & Martin Eisend (2007), Effects of Fear-Arousing and Humorous Appeals in Public Service Advertising: The Role of Enduring Involvement, In Halldor Örn Engilbertson, Proceedings of the 36th EMAC Conference, Reykjavik: Reykjavik University, 82.

Eisend, Martin & Alexandra Langer (2007), The Impact of Brand Personality Dimensions on Brand Performance, In Andrea L. Dixon & Karen A. Macheleit, Marketing Theory and Applications. AMA Winter Educators’ Conference Proceedings, Vol 18, Chicago, Ill: American Marketing Association, 168-169

Schuchert-Güler, Pakize, Jana Möller, Kathrin Hahn & Martin Eisend (2006), Explaining the Impact of Salespersons’ Ingratiatory Behavior on Customers: An Attribution Approach, Proceedings of the IFSAM VIIIth World Congress, Online: http://www.ctw-congress.de/ifsam/proceedings.html#Anchor- Trac-57318

Eisend, Martin (2006), Should Marketers Mention Negative Product Attributes Deliberately? - Disentangling the Net Effect of Source Credibility and Negativity of Information in Two-Sided Advertising, Proceedings of the 5th International Conference on Research in Advertising.

Eisend, Martin (2006), "If You Can’t Say Anything Nice, It Had Better Be Funny!" - The Impact of Humor in Two-Sided Messages, European Advances in Consumer Research, 7, 385-386

Eisend, Martin, Jana Möller & Pakize Schuchert-Güler (2006), Salespeople’s Ingratiatory Behavior and Customers’ Attributions: Effects of Purchase Situation, Sales Commission, and Cognitive Capacity, In Avlonitis George J., Nikolaos Papavassiliou & Paulina Papastathopoulou, Proceedings of the 35th EMAC Conference, Athens: Athens University of Economics and Business, 7.

Kralisch, Anett & Martin Eisend (2005), Risk Reduction and Website Satisfaction in a Cross-cultural Context, Proceedings of the 6th Annual Conference of the Association of Internet Researchers,
Online: http://www.aoir.org

Kralisch, Anett, Martin Eisend & Bettina Berendt (2005), The Impact of Culture on Website Navigation Behaviour, Proceedings of the 11th International Conference on Human-Computer Interaction, CD-ROM.

Eisend, Martin, Kathrin Hahn & Pakize Schuchert Güler (2005), Effects of Consumer's Prior Awareness and Marketer's Voluntariness of Negative Disclosures in Two-Sided Messages, In Gabriele Troilo (Hrsg.), Proceedings of the 34rd EMAC Conference, Milan: Bocconi University, S. 236.

Eisend, Martin & Pakize Schuchert-Güler (2004), How Can Marketers Improve the Persuasive Impact of Two-Sided Messages? A Meta-Analysis on the Effects of Message Sidedness in Marketing Communication, In José L. Munuera-Alemán (Hrsg.), Proceedings of the 33rd EMAC Conference, Murcia: University of Murcia, S. 152-153.

Schuchert-Güler, Pakize, Kathrin Hahn, Alfred Kuß, Holger Lütters & Martin Eisend (2004), The Meaning of Kitsch Products, In Umist Manchester School of Management (ed.), Changing Perspectives on Customer Behaviour (4th Customer Research Academy Workshop), Manchester.

Eisend, Martin (2002), Dimensions of Credibility in Marketing Communication, Asia Pacific Advances in Consumer Research, 5, S. 366-373.

Schuchert-Güler, Pakize & Martin Eisend (2002), Determinants for Purchasing Counterfeit Goods, In Umist Manchester School of Management (ed.), Customer Behaviour and Information and Communication Technologies (3rd Customer Research Academy Workshop), Manchester.

Schuchert-Güler, Pakize, Martin Eisend & Holger Lütters (2001), Consumer and Happiness. An Approach to Integrate the Concept of Happiness into Marketing Theory, European Advances in Consumer Research, 5, S. 227-232.

Eisend, Martin (2000), Der Beitrag neuer Kommunikationstechnologien zur Vernetzung wissenschaftlicher Kommunikation, In Gesellschaft für Arbeitswissenschaft (ed.), Bericht zum 46. Arbeitswissenschaftlichen Kongress, Dortmund, 299-301.


Books

Kuß, Alfred & Martin Eisend (2010), Marktforschung. Grundlagen der Datenerhebung und Datenanalyse, 3rd ed., Wiesbaden: Gabler.

Baumgarth, Carsten, Martin Eisend & Heiner Evanschitzky (eds.) (2009), Empirische Mastertechniken. Eine anwendungsorientierte Einführung für die Marketing- und Managementforschung, Wiesbaden: Gabler.

Eisend, Martin (2003), Glaubwürdigkeit in der Marketingkommunikation. Konzeption, Einflussfaktoren und Wirkungspotenzial, Wiesbaden: DUV.


Book Chapters

Baumgarth, Carsten, Martin Eisend & Heiner Evanschitzky (2009), Empirische Mastertechniken, In Carsten Baumgarth, Martin Eisend & Heiner Evanschitzky (eds.), Empirische Mastertechniken. Eine anwendungsorientierte Einführung für die Marketing- und Managementforschung, Wiesbaden: Gabler, 3-26.

Eisend, Martin (2009), Metaaanlyse, In Carsten Baumgarth, Martin Eisend & Heiner Evanschitzky (eds.), Empirische Mastertechniken. Eine anwendungsorientierte Einführung für die Marketing- und Managementforschung, Wiesbaden: Gabler, 433-456.

Stokburger-Sauer, Nicola & Martin Eisend (2009), Konstruktentwicklung, In Carsten Baumgarth, Martin Eisend & Heiner Evanschitzky (eds.), Empirische Mastertechniken. Eine anwendungsorientierte Einführung für die Marketing- und Managementforschung, Wiesbaden: Gabler, 331-359.

Eisend, Martin & Tobias Langer (2009), The Impact of Celbrity Attractiveness and Competence Fit, In Patrick de Pelsmacker & Nathalie Dens (eds.), Advertising Research. Message, Medium and Context, Antwerp: Garant, 33-40.

Eisend, Martin & Alfred Kuß (2009), Humor in der Kommunikation, In Manfred Bruhn, Franz-Rudolf Esch, Tobias Langer (Hrsg.), Handbuch Kommunikation, Wiesbaden: Gabler , 629-644.

Jäger, Tilmann & Martin Eisend (2008), Die Bedeutung von Voreinstellungen für die Wirkung furchterregender und humorvoller Social Spots, In Berliner Wissenschaftliche Gesellschaft e.V. (Hrsg.), Jahrbuch 2007, Berlin: Berliner Wissenschafts-Verlag, 201-212.

Eisend, Martin (2008), The Role of Involvement in Two-Sided Persuasion, In Francisco Costa Pereira, Jorge Veríssimo & Peter Neijens, New Trends in Advertising Research, Lissabon: Sílabo, 121-131.

Eisend, Martin, The Role of Involvement in Two-Sided Persuasion, In Francisco Costa Pereira, Jorge Veríssimo & Peter Neijens, New Trends in Advertising Research, Lissabon: Sìlabo (forthcoming).

Eisend, Martin & Alfred Kuß, Humor in der Kommunikation, In Manfred Bruhn, Franz-Rudolf Esch, Tobias Langer (eds.), Handbuch Kommunikation, Wiesbaden: Gabler (forthcoming).

Schuchert-Güler, Pakize & Martin Eisend, Ethno-Marketing: eine kritische Betrachung, In Gertraude Krell, Barbara Riedmüller, Barbara Sieben & Dagmar Vinz (eds.), Diversity Studies, Frankfurt/New York: Campus, 217-233.

Kuß, Alfred & Martin Eisend (2007), Konsum und Konsumklima, In Dieter Frey & Lutz von Rosenstiel (eds.), Enzyklopädie der Psychologie. Band 6: Wirtschaftspsychologie, Göttingen: Hogrefe, 47-73.

Eisend, Martin (2006), Zukunft der Wirtschaftswissenschaft – einige Überlegungen zu den Zukunftsperspektiven der Betriebswirtschaftslehre, In Berliner Wissenschaftliche Gesellschaft e.V. (eds.), Jahrbuch 2005, Berlin: Berliner Wissenschafts-Verlag, 211-214.

Lütters, Holger, Martin Eisend & Pakize Schuchert-Güler (2002), Online Marktforschung als EService, In Manfred Bruhn & Bernd Stauss (eds.), Electronic Services. Dienstleistungsmanagement Jahrbuch 2002, Wiesbaden: Gabler, 613-638.


Working Papers

Eisend, Martin (2007), Methodische Grundlagen und Anwendungen der Generalisierbarkeitstheorie in der betriebswirtschaftlichen Forschung, Diskussionsbeiträge des Fachbereichs Wirtschaftswissenschaft der Freien Universität Berlin Nr. 2007/4.

Richter, Thorsten, Alexandra Langer & Martin Eisend (2005), Markenerfolg durch Persönlichkeit? - Einfluss von Markenpersönlichkeitsdimensionen auf die Einzigartigkeit der Marke und die Einstellung
zur Marke, Discussion Paper of the Economics Department of the Free University Berlin, No. 2005/19.

Eisend, Martin (2004), Metaanalyse – Einführung und kritische Diskussion, Discussion Paper of the Economics Department of the Free University Berlin, No. 2004/8.

Schuchert-Güler, Pakize & Martin Eisend (2003), Non-Price Determinants of German Consumers' Inclination to Purchase Counterfeit Products, Discussion Paper of the Economics Department of the Free University Berlin, No. 2003/9.

Bothfeld, Silke & Martin Eisend (2002), Zwischen Effizienz und Selbstbestimmung - Promovieren im WZB, Discussion Paper P 02-001, Social Science Research Center Berlin.

Kuß, Alfred, Pakize Schuchert-Güler, Holger Lütters, Martin Eisend (2001) (Hrsg.), Diskussionsbeiträge zur Forschungstagung Marketing, Discussion Paper of the Economics Department of the Free University Berlin, No. 2001/20.

Schuchert-Güler, Pakize, Martin Eisend & Holger Lütters (2001), Das Glücksempfinden des Konsumenten, Discussion Paper of the Economics Department of the Free University Berlin, No. 2001/12.

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