Logo Universit?t Bremen, back to home

Search

Wildcard: asterisk (*)
Faculty of Business Studies and Economics: markstones Institute of Marketing, Branding and Technology

Prof. Dr. Kristina Klein

Consumer Behavior

Contact:

Max-von-Laue-Str. 1
28359 Bremen
WIWI 2 Building, Room F3210

Phone: +49 (0)421 218-66970
kkleinprotect me ?!uni-bremenprotect me ?!.de

 

Personal details

Prof. Dr. Kristina Klein is Professor of Marketing at the University of Bremen since October 2018. She is also director of the markstones Institute of Marketing, Branding & Technology and heads its work group of “consumer behavior”.

Kristina Klein received her doctoral degree from the University of Cologne under the supervision of Prof. Dr. Franziska V?lckner. Her dissertation ?Essays on the Effects on Brand Names and Prices on Consumer Behavior” received the scientific award of the German Association of Marketing (Deutscher Marketingverband) in 2013. During her doctoral studies as well as during her time as a post-doctoral researcher, she spent several visiting scholar stays at the University of New South Wales, Sydney, at Massey University, Auckland and at the Waikato Management School in Hamilton. She received offers from the KU Leuven and from I?SEG Paris.

The results of her research have been published in leading international journals of the discipline, such as Marketing Science, Journal of Marketing, Journal of Interactive Marketing, Journal of Business Research, Long Range Planning or Marketing Letters.

Her research foci encompass three areas. The first area deals with international brand management and brand positioning. Moreover, some of her research projects are in the area of sensory marketing. Kristina Klein investigates the effects of music and scent on consumer behavior. The third area comprises projects around digital transformation, e.g., how gamification and serious games can be used in marketing. One project that will investigate the design parameters of chatbots is linked to the graduate group “Diginomics” at the University of Bremen.

Publications

a) Published works in peer-reviewed journals

  1. Virkus, Tjark and Kristina Klein (2026). The Role of Authenticity and Skepticism in Consumers Reactions to Brand Activism,Journal of Business Research, Volume 206, March 2026, 115944 , https://www.sciencedirect.com/science/article/pii/S0148296325007672 
  2. Karagür, Zeynep, Jan-Michael Becker, Kristina Klein and Alexander Edeling (2025). The Double-Edged Sword of Influencer Marketing Disclosure; Special Issue on Influencer Marketing, Management and Business Review.
  3. Paschmann, Jens, Hernan A. Bruno, Franziska V?lckner, Harald van Heerde and Kristina Klein (2024). Driving Mobile App User Engagement Through Gamification, Journal of Marketing Research, Volume 62, Issue 2, https://doi.org/10.1177/002224372412759
  4. Bekk, Magdalena, René Eppmann, Kristina Klein and Franziska V?lckner (2022). All that glitters is not gold: An Investigation into the Undesired Effects of Gamification and How to Mitigate them through Gamification Design, International Journal of Research in Marketing, Volume 39, Issue 4, Pages 1059-1081, https://doi.org/10.1016/j.ijresmar.2022.03.002.
  5. Karagür, Zeynep, Jan-Michael Becker, Kristina Klein and Alexander Edeling (2021). How, Why, and When Disclosure Matters for Influencer Marketing, International Journal of Research in Marketing, [IJRM Best Paper Award 2022], Volume 39, Issue 2, Pages 313-335, https://www.sciencedirect.com/science/article/abs/pii/S0167811621000732 
  6. Klein, Kristina, Valentyna Melnyk and Franziska V?lckner (2021). Effects of Background Music on Evaluations of Visual Images, Psychology & Marketing, Volume 38, Issue 12, Pages 2240-2246 https://onlinelibrary.wiley.com/doi/10.1002/mar.21588.
  7. Küpper, Denise, Kristina Klein and Franziska V?lckner (2021). Gamifying Employer Branding: An Integrating Framework and Research Propositions for a new HRM approach in the digitized economy. Human Resource Management Review, Volume 31, Issue 1, https://doi.org/10.1016/j.hrmr.2019.04.002
  8. Klein, Kristina, Franziska V?lckner, Hérnan A. Bruno, Henrik Sattler and Pascal Bruno (2019). Brand Positioning Based on Brand Image–Country Image Fit. Marketing Science, Volume 38, Issue 3, Pages 365-541, https://doi.org/10.1287/mksc.2019.1151
  9. Eppmann, René, Magdalena Bekk and Kristina Klein (2018). Gameful Experience in Gamification (GAMEX): Construction and Validation of a New Scale, Journal of Interactive Marketing, Volume 43, Issue 1, Pages 98-115, https://doi.org/10.1016/j.intmar.2018.03.0
  10. Eppmann, René, Kristina Klein and Magdalena Bekk (2018). WTG (Way to Go)! How to Take Gamification Research in Marketing to the Next Level, Marketing ZFP - Journal of Research and Management, 40(4), Pages 44-52.
  11. Klein, Kristina and Valentyna Melnyk (2016). Speaking to the Mind or the Heart: Effects of Matching Hedonic Versus Utilitarian Arguments and Products, Marketing Letters, 27(1), Pages 131-142.
  12. Theyson, Sven, Kristina Klein, Franziska V?lckner and Martin Spann (2013). Dual-Effect Based Market Segmentation and Price Optimization, Journal of Business Research, 66(4), Pages 480-488.
  13. Becker, Jan-Michael, Kristina Klein and Martin Wetzels (2012). Hierarchical Latent Variable Models in PLS-SEM: Guidelines for Using Reflective-Formative Type Models, Long Range Planning, 45(5-6), Pages 359-394.
  14. Melnyk, Valentyna, Kristina Klein and Franziska V?lckner (2012). The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries, Journal of Marketing, 76(6), Pages 21-37.

b) Published works in blind-reviewed conference proceedings

  1. Rezaei, Faridoddin, Maik Eisenbei? and Kristina Klein (2025). AI on AI: Unveiling Trends and Patterns in AI in Marketing Using Large Language Models, In: Proceedings of the 56th Annual Conference of the European Marketing Academy, Pozuelo (Madrid), Spanien, EMAC Spring Conference 2025, Pozuelo (Madrid), Spain
  2. Klein, Kristina and Selei Meiners (2025). Brand Activism and Employer Responses, ANZMAC 2025, Sydney, Australian & New Zealand Marketing Academy
  3. Klein, Kristina, Rico Piehler and Ralf Wilden (2025). Gatekeepers of Impact: The Role of Intermediaries in Connecting Academia and Practice, Special Session ANZMAC 2025, Sydney, Australien
  4. Klein, Kristina and Charlotte Pietschmann (2024). Self-Quantification: A Conceptualisation & Avenues for Marketing Research, in: Proceedings of the 55th Annual Conference of the European Marketing Academy, Bukarest, Rum?nien
  5. Schewe, Marieke, Rico Piehler, Michael Schade, Franziska Frese, Alexander Steding, Kristina Klein and Ralf Wilden: Mind the Gap – Intermediaries Connecting Research & Practice. In: ANZMAC 2024 Conference Proceedings, Hobart, Tasmanien.
  6. Meiners, Selei and Kristina Klein (2024). The Role of Brand Activism in Employer Branding, in: Proceedings of the 55th Annual Conference of the European Marketing Academy, Bukarest, Rum?nien
  7. Bosak, Olga, Maik Eisenbei? and Kristina Klein (2023). Can You Hear My Personality? A Conceptualization of a Brand Voice Based on Brand Personality. in: Proceedings of the 52nd Annual Conference of the European Marketing Academy, Odense, D?nemark.
  8. Gerdemann, Sophie, Tjark Virkus and Kristina Klein (2021). When Brands Get Political – The Role of Authenticity in Consumers’ Reactions toward Brand Activism. in: Forum Markenforschung 2021 – Tagungsband zur Konferenz DERMARKENTAG.
  9. Klein, Kristina and Pascal Bruno (2021). Blurring Gender Lines: Assessing the Effect of Androgy-nous Models in Advertising. in: Proceedings of the 50th Online Annual Conference of the European Marketing Academy, Madrid, Spanien.
  10. Klein, Kristina and Jan-Michael Becker (2019). Micro, Macro or Celebrity? The Differential Effects of Influencer Types on Consumers’ Source Credibility Perceptions and Purchase Intentions. in: Pro-ceedings of the 48th Annual Conference of the European Marketing Academy, Hamburg, Deutschland
  11. Küpper, Denise, Kristina Klein and Franziska V?lckner (2018). The Impact of Serious Games on Companies’ Employer Brand Equity. in: Proceedings of the 47th Annual Conference of the European Marketing Academy, Glasgow, Schottland
  12. Grube, Anton, Tobias Dehling, Kristina Klein and Ali Sunyaev (2018). Promoting Use of Patient-Centered Health IT: Assessment and Ranking of Incentive Mechanisms. in: Proceedings of the 51th Hawaii International Conference on System Sciences (HICSS 2018), Hawaii, USA.
  13. Klein, Kristina and Timo Mandler (2017). Local versus International Brands: Different Routes to Success? in: Proceedings of the 2017 AMA Summer Conference, San Francisco, USA.
  14. Klein, Kristina and Theresa Groh (2016). Innovative Recruiting Tools: Are Serious Games Useful to Attract Digital Natives of the Millennial Generation?, in: Proceedings of the 2016 AMA Winter Conference, Las Vegas, USA.
  15. Eppmann, René, Magdalena Bekk, Kristina Klein and Franziska V?lckner (2016). Understanding the Effects of Gamification on Product Recognition and Purchases, in: Proceedings of the 45th Annual Conference of the European Marketing Academy, Oslo, Norwegen.
  16. Klein, Kristina and Theresa Groh (2015). Serious Games as Recruiting Tool for the Millennial Generation, in: Proceedings of the 44th Annual Conference of the European Marketing Academy, L?wen, Belgien.
  17. Klein, Kristina, Marc Fischer, Dirk Sliwka and Franziska V?lckner (2013). The Employer Brand Value Chain - How an Employer Brand Impacts Financial Value, in: Proceedings of the 42nd Annual Conference of the European Marketing Academy, Istanbul, Türkei.
  18. Klein, Kristina and Jan-Michael Becker (2012). What Makes a Company Attractive? Choose Your “Weapons“ Right in the “War for Talents“!, in: Proceedings of the 41st Annual Conference of the European Marketing Academy, Lissabon, Portugal.
  19. Bruno, Pascal, Kristina Klein, Franziska V?lckner and Henrik Sattler (2011). Survival of the Fittest - The Impact of Image-Based Brand-Country Fit on Global Branding, in: Proceedings of the 40th Annual Conference of the European Marketing Academy, Ljubljana, Slowenien.
  20. Klein, Kristina, Valentyna Melnyk and Franziska V?lckner (2010). What's in a Name? Asymmetry of Foreign Branding Effects in Hedonic Versus Utilitarian Product Categories, in: Proceedings of the Global Brand Management Conference, Istanbul, Türkei.
  21. Bruno, Pascal, Kristina Klein, Franziska V?lckner and Henrik Sattler (2010). The Impact of Image-Based Brand-Country Fit on Global Branding, in: Proceedings of the Global Brand Management Conference, Istanbul, Türkei.
  22. Klein, Kristina, Valentyna Melnyk and Franziska V?lckner (2010). What's in a Name? Asymmetry of Foreign Branding Effects in Hedonic Versus Utilitarian Product Categories, in: Proceedings of the 39th Annual Conference of the European Marketing Academy, Kopenhagen, D?nemark.

c) Poster presentations and other publications

  1. Klein, Kristina (2023). Experimentelle Methoden in der Konsumentenverhaltensforschung. WiSt, Heft 10, 11-16.
  2. Klein, Kristina and Gloria Germroth (2023). Gamification – Ein Einblick in aktuelle Forschungsergebnisse. transfer – Zeitschrift für Kommunikation und Markenmanagement, 02/2023, 100-106.
  3. Burmann, Christoph, Kristina Klein, David Brüninghaus and Nico Meyer (2022). Nachhaltigkeit st?rken! Markenartikel, Ausgabe 10/2022, 58-62
  4. Eppmann, René, Magdalena Bekk, Kristina Klein and Franziska V?lckner (2015). Play with me! How Gamification Influences Customer-Based Brand Equity, Poster bei der 44th Annual Conference of the European Marketing Academy, L?wen, Belgien – Gewinner des Elsevier-Preises für das beste Poster.
  5. Eppmann, René, Magdalena Bekk, Kristina Klein and Franziska V?lckner (2014). Spiel mit mir! Wie Gamification Konsumentenverhalten beeinflussen kann, KOMPAKT (Marketing-Club K?ln/Bonn), 2.2014, 34-35.
  6. Klein, Kristina and Franziska V?lckner (2012). Das klingt gut!, Markenartikel, Ausgabe 11, 86-89.
  7. Klein, Kristina (2013). Kuckucksmarken (Interview), absatzwirtschaft, Heft 7-8.

d) Contributions in edited volume

  1. Klein, Kristina, Zeynep Karagür and Karolin Sannwald (2025). Influencer Marketing Disclosure Typo in Research and Practice – Past, Present and Future; in: The Routledge Companion to Influencer Marketing; Edited by Joyce Costello, Hayley Cocker, and  Rebecca Mardon
  2. Mahn, Luisa, Michael Schade, Christoph Burmann and Kristina Klein (2025). Authenticity of SMIs—Construction and Validation of a Holistic SMI Authenticity Construct. In: Boutsouki, C./ Hatzithomas, L./ Panopoulos, A./ Waiguny, M.K.J. (Eds.): Advances in Advertising Research XV - Moving Forward, Looking Back: Advertising in the Advent of AI, S. 99-107, Springer Nature.
  3. Klein, Kristina and René Eppmann (2020). Spielbasiertes Marketing – Marketing weiterdenken mit Spielen and Spieldesign, in: Manfred Bruhn, Christoph Burmann, Manfred Kirchgeorg (Hrsg). Marketing Weiterdenken. Zukunftspfade für eine marktorientierte Unternehmensführung, 2. Auflage, Gabler Verlag: Wiesbaden.
  4. Klein, Kristina, Maik Eisenbei?, Maik Dulle, Nastaran Taherparvar, Mirko Wiemann and Jan Wiezorrek (2022). Marketing in a Digital World. In: Hornuf, L. (eds) Diginomics Research Perspectives. Advanced Studies in Diginomics and Digitalization. Springer, Cham.

 

Updated by: Diegel
RSS
Print page