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== Publications (selection) ==
== Publications (selection) ==
=== Journal Publications ===
=== Journal Publications ===
* Bergkvist, Lars & Martin Eisend (2021), ''The Dynamic Nature of Marketing Constructs'', Journal of the Academy of Marketing Science, 49 (3), 521-541.<ref>{{Cite journal|url=https://doi.org/10.1007/s11747-020-00756-w|title=The dynamic nature of marketing constructs|first1=Lars|last1=Bergkvist|first2=Martin|last2=Eisend|date=May 1, 2021|journal=Journal of the Academy of Marketing Science|volume=49|issue=3|pages=521–541|via=Springer Link|doi=10.1007/s11747-020-00756-w}}</ref>
* {{cite journal |last1=Bergkvist |first1=Lars |last2=Eisend |first2=Martin |title=The dynamic nature of marketing constructs |journal=Journal of the Academy of Marketing Science |date=May 2021 |volume=49 |issue=3 |pages=521–541 |doi=10.1007/s11747-020-00756-w }}
* Eisend, Martin & Erik Hermann (2020), ''Sexual Orientation and Consumption: Why and When Do Homosexuals and Heterosexuals Consume Differently?'', International Journal of Research in Marketing, 37 (4), 678-696.<ref>{{Cite journal|url=https://www.sciencedirect.com/science/article/pii/S0167811620300057|title=Sexual orientation and consumption: Why and when do homosexuals and heterosexuals consume differently?|date=December 1, 2020|journal=International Journal of Research in Marketing|volume=37|issue=4|pages=678–696|via=www.sciencedirect.com|doi=10.1016/j.ijresmar.2020.01.005|last1=Eisend|first1=Martin|last2=Hermann|first2=Erik}}</ref>
* {{cite journal |last1=Eisend |first1=Martin |last2=Hermann |first2=Erik |title=Sexual orientation and consumption: Why and when do homosexuals and heterosexuals consume differently? |journal=International Journal of Research in Marketing |date=December 2020 |volume=37 |issue=4 |pages=678–696 |doi=10.1016/j.ijresmar.2020.01.005 }}
* Okazaki, Shintaro, Martin Eisend, Kirk Plangger, Ko de Ruyter & Dhruv Grewal (2020), ''Understanding the Strategic Consequences of Customer Privacy Concerns: A Meta-Analytic Review'', Journal of Retailing, 96 (4), 458-473.<ref>{{Cite journal|url=https://www.sciencedirect.com/science/article/pii/S0022435920300361|title=Understanding the Strategic Consequences of Customer Privacy Concerns: A Meta-Analytic Review|date=December 1, 2020|journal=Journal of Retailing|volume=96|issue=4|pages=458–473|via=www.sciencedirect.com|doi=10.1016/j.jretai.2020.05.007|last1=Okazaki|first1=Shintaro|last2=Eisend|first2=Martin|last3=Plangger|first3=Kirk|last4=De Ruyter|first4=Ko|last5=Grewal|first5=Dhruv}}</ref>
* {{cite journal |last1=Okazaki |first1=Shintaro |last2=Eisend |first2=Martin |last3=Plangger |first3=Kirk |last4=de Ruyter |first4=Ko |last5=Grewal |first5=Dhruv |title=Understanding the Strategic Consequences of Customer Privacy Concerns: A Meta-Analytic Review |journal=Journal of Retailing |date=December 2020 |volume=96 |issue=4 |pages=458–473 |doi=10.1016/j.jretai.2020.05.007 }}
* Rosengren, Sara, Martin Eisend, Scott Koslow, & Micael Dahlén (2020), A ''Meta-Analysis of When and How Advertising Creativity Works'', Journal of Marketing, 84 (6), 39-56.<ref>{{Cite journal|url=https://doi.org/10.1177/0022242920929288|doi = 10.1177/0022242920929288|title = A Meta-Analysis of when and How Advertising Creativity Works|year = 2020|last1 = Rosengren|first1 = Sara|last2 = Eisend|first2 = Martin|last3 = Koslow|first3 = Scott|last4 = Dahlen|first4 = Micael|journal = Journal of Marketing|volume = 84|issue = 6|pages = 39–56|s2cid = 222231693}}</ref>
* {{cite journal |last1=Rosengren |first1=Sara |last2=Eisend |first2=Martin |last3=Koslow |first3=Scott |last4=Dahlen |first4=Micael |title=A Meta-Analysis of When and How Advertising Creativity Works |journal=Journal of Marketing |date=November 2020 |volume=84 |issue=6 |pages=39–56 |doi=10.1177/0022242920929288 }}
* Eisend, Martin (2019), ''Gender Roles'', Journal of Advertising, 48 (1), 72-80.<ref>{{Cite journal|url=https://doi.org/10.1080/00913367.2019.1566103|title=Gender Roles|first=Martin|last=Eisend|date=January 1, 2019|journal=Journal of Advertising|volume=48|issue=1|pages=72–80|via=Taylor and Francis+NEJM|doi=10.1080/00913367.2019.1566103|s2cid=219536064}}</ref>
* {{cite journal |last1=Eisend |first1=Martin |title=Gender Roles |journal=Journal of Advertising |date=January 2019 |volume=48 |issue=1 |pages=72–80 |doi=10.1080/00913367.2019.1566103 }}
* Eisend, Martin & Erik Hermann (2019), ''Consumer Responses to Homosexual Imagery in Advertising: A Meta-analysis'', Journal of Advertising, 48 (4), 380-400.<ref>{{Cite journal|url=https://doi.org/10.1080/00913367.2019.1628676|title=Consumer Responses to Homosexual Imagery in Advertising: A Meta-Analysis|first1=Martin|last1=Eisend|first2=Erik|last2=Hermann|date=August 8, 2019|journal=Journal of Advertising|volume=48|issue=4|pages=380–400|via=Taylor and Francis+NEJM|doi=10.1080/00913367.2019.1628676|s2cid=199164894}}</ref>
* {{cite journal |last1=Eisend |first1=Martin |last2=Hermann |first2=Erik |title=Consumer Responses to Homosexual Imagery in Advertising: A Meta-Analysis |journal=Journal of Advertising |date=8 August 2019 |volume=48 |issue=4 |pages=380–400 |doi=10.1080/00913367.2019.1628676 }}
* Eisend, Martin (2019), ''Explaining Digital Piracy: A Meta-Analysis'', Information Systems Research, 30 (2), 636-664.<ref>{{Cite journal|url=https://pubsonline.informs.org/doi/10.1287/isre.2018.0821|title=Explaining Digital Piracy: A Meta-Analysis|first=Martin|last=Eisend|date=June 1, 2019|journal=Information Systems Research|volume=30|issue=2|pages=636–664|via=pubsonline.informs.org (Atypon)|doi=10.1287/isre.2018.0821}}</ref>
* {{cite journal |last1=Eisend |first1=Martin |title=Explaining Digital Piracy: A Meta-Analysis |journal=Information Systems Research |date=June 2019 |volume=30 |issue=2 |pages=636–664 |doi=10.1287/isre.2018.0821 }}
* Eisend, Martin (2015), ''Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research'', Journal of Marketing, 79 (May), 23-40.<ref>{{Cite journal|url=https://doi.org/10.1509/jm.14.0288|title=Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research|first=Martin|last=Eisend|date=May 1, 2015|journal=Journal of Marketing|volume=79|issue=3|pages=23–40|via=SAGE Journals|doi=10.1509/jm.14.0288|s2cid=167526635}}</ref>
* {{cite journal |last1=Eisend |first1=Martin |title=Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research |journal=Journal of Marketing |date=May 2015 |volume=79 |issue=3 |pages=23–40 |doi=10.1509/jm.14.0288 }}
* Schmidt, Susanne & Martin Eisend (2015), ''Advertising Repetition – A Meta-Analysis on Effective Frequency in Advertising'', Journal of Advertising, 44 (4), 415-428.<ref>{{Cite journal|url=https://doi.org/10.1080/00913367.2015.1018460|title=Advertising Repetition: A Meta-Analysis on Effective Frequency in Advertising|first1=Susanne|last1=Schmidt|first2=Martin|last2=Eisend|date=October 2, 2015|journal=Journal of Advertising|volume=44|issue=4|pages=415–428|via=Taylor and Francis+NEJM|doi=10.1080/00913367.2015.1018460|s2cid=143974202}}</ref>
* {{cite journal |last1=Schmidt |first1=Susanne |last2=Eisend |first2=Martin |title=Advertising Repetition: A Meta-Analysis on Effective Frequency in Advertising |journal=Journal of Advertising |date=2 October 2015 |volume=44 |issue=4 |pages=415–428 |doi=10.1080/00913367.2015.1018460 }}
* Eisend, Martin & Farid Tarrahi (2014), ''Meta-Analysis Selection Bias in Marketing Research'', International Journal of Research in Marketing, 31 (3), 317-326.<ref>{{Cite journal|url=https://www.sciencedirect.com/science/article/abs/pii/S0167811614000317|title=Meta-analysis selection bias in marketing research|date=September 1, 2014|journal=International Journal of Research in Marketing|volume=31|issue=3|pages=317–326|via=www.sciencedirect.com|doi=10.1016/j.ijresmar.2014.03.006|last1=Eisend|first1=Martin|last2=Tarrahi|first2=Farid}}</ref>
* {{cite journal |last1=Eisend |first1=Martin |last2=Tarrahi |first2=Farid |title=Meta-analysis selection bias in marketing research |journal=International Journal of Research in Marketing |date=September 2014 |volume=31 |issue=3 |pages=317–326 |doi=10.1016/j.ijresmar.2014.03.006 }}
* Eisend, Martin & Franziska Küster (2011), ''The Effectiveness of Publicity Versus Advertising: A Meta-Analytic Investigation of Its Moderators'', Journal of the Academy of Marketing Science, 39 (6), 906-921.<ref>{{Cite journal|url=https://doi.org/10.1007/s11747-010-0224-3|title=The effectiveness of publicity versus advertising: a meta-analytic investigation of its moderators|first1=Martin|last1=Eisend|first2=Franziska|last2=Küster|date=December 1, 2011|journal=Journal of the Academy of Marketing Science|volume=39|issue=6|pages=906–921|via=Springer Link|doi=10.1007/s11747-010-0224-3|s2cid=167314161}}</ref>
* {{cite journal |last1=Eisend |first1=Martin |last2=Küster |first2=Franziska |title=The effectiveness of publicity versus advertising: a meta-analytic investigation of its moderators |journal=Journal of the Academy of Marketing Science |date=December 2011 |volume=39 |issue=6 |pages=906–921 |doi=10.1007/s11747-010-0224-3 }}
* Eisend, Martin (2010), ''A Meta-Analysis of Gender Roles in Advertising'', Journal of the Academy of Marketing Science, 38 (4), 418-440.<ref>{{Cite journal|url=https://doi.org/10.1007/s11747-009-0181-x|doi = 10.1007/s11747-009-0181-x|title = A meta-analysis of gender roles in advertising|year = 2010|last1 = Eisend|first1 = Martin|journal = Journal of the Academy of Marketing Science|volume = 38|issue = 4|pages = 418–440|s2cid = 145124603}}</ref>
* {{cite journal |last1=Eisend |first1=Martin |title=A meta-analysis of gender roles in advertising |journal=Journal of the Academy of Marketing Science |date=August 2010 |volume=38 |issue=4 |pages=418–440 |doi=10.1007/s11747-009-0181-x }}
* Eisend, Martin (2009), ''A Meta-Analysis of Humor in Advertising'', Journal of the Academy of Marketing Science, 37 (2), 191-203.<ref>{{Cite journal|url=https://doi.org/10.1007/s11747-008-0096-y|title=A meta-analysis of humor in advertising|first=Martin|last=Eisend|date=June 1, 2009|journal=Journal of the Academy of Marketing Science|volume=37|issue=2|pages=191–203|via=Springer Link|doi=10.1007/s11747-008-0096-y|s2cid=144010592}}</ref>
* {{cite journal |last1=Eisend |first1=Martin |title=A meta-analysis of humor in advertising |journal=Journal of the Academy of Marketing Science |date=June 2009 |volume=37 |issue=2 |pages=191–203 |doi=10.1007/s11747-008-0096-y }}
* Eisend, Martin (2006), ''Two-sided Advertising: A Meta-Analysis'', International Journal of Research in Marketing, 23 (2), 187-198.<ref>{{Cite journal|url=https://www.sciencedirect.com/science/article/abs/pii/S0167811606000267|title=Two-sided advertising: A meta-analysis|date=June 1, 2006|journal=International Journal of Research in Marketing|volume=23|issue=2|pages=187–198|via=www.sciencedirect.com|doi=10.1016/j.ijresmar.2005.11.001|last1=Eisend|first1=Martin}}</ref>
* {{cite journal |last1=Eisend |first1=Martin |title=Two-sided advertising: A meta-analysis |journal=International Journal of Research in Marketing |date=June 2006 |volume=23 |issue=2 |pages=187–198 |doi=10.1016/j.ijresmar.2005.11.001 }}


=== Books ===
=== Books ===

Revision as of 16:19, 9 July 2021

Martin Eisend (born September 14, 1968 in Auerbach in der Oberpfalz, Bavaria, Germany) is a German chaired professor of marketing at the European University Viadrina in Frankfurt (Oder), Germany.

Biography

Martin Eisend studied communication science and business administration at the Free University of Berlin and the Fernuniversität Hagen from 1994 to 2000. After completing his master's degree, he worked from 2000 to 2004 as a research assistant at Professor Alfred Kuss's chair for marketing at the Free University of Berlin.[1] In 2003, he received his doctorate. From 2004 to 2007, he was junior professor for marketing, especially market communication, at the Free University of Berlin. In 2007, he has been offered the chair for marketing at the European University Viadrina, where he has been working since then.[2] From 2014 to 2018, he was Study Dean of the Faculty of Business and Economics and since 2019, he has been Vice President for Research, Graduate Education, and Knowledge Transfer at the European University Viadrina.[3]

In 2011, 2014, and 2020, he received job offers as professor at the Vienna University of Economics, the University of Amsterdam, and the Copenhagen Business School. He held guest professorships and research stays at Columbia University in New York City in 2006; at Antwerp University in 2011; at the Amsterdam School of Communication Research (ASCOR) at the University of Amsterdam in 2015; at Macquarie University in Sydney and at the Vienna University of Economics and Business in 2016.[4] Since 2017, he is heading the Center for Market Communications.[5] He has been President of the European Advertising Academy since 2018.[6]

Martin Eisend lives in Berlin with his husband and two children.

Research

Martin Eisend's research focuses on consumer behavior and marketing communication. He is not only interested in the entrepreneurial relevance of these areas, but also in their social significance. Important contributions deal with diversity in marketing such as the stereotypical representation and impact of women and minorities (e.g. homosexual consumers, ethnic minorities) in advertising. Other important work explains the effect of specific marketing communication techniques, such as the use of humor, creativity, advertising repetitions, or negative information in advertising.[4][7]

His methodological expertise lies in the application of meta-analyses and he has written some methodological and epistemological works on the application and development of this method as well as on the scientific methodology in marketing in general.[4]

Recognition and Awards (Selection)

Martin Eisend received various awards for his publications, for reviewing activities, and for teaching. In the ranking of the German newspaper Wirtschaftswoche in 2020, which analyzes the research performance of more than 3000 researchers in business administration in Germany, Austria and Switzerland based on the quality of their publications, he reached the 13th place due to the his current research performance and the 19th place for his lifetime achievements.[8] His positions for current research performance in the rankings of the previous years were 8th place in 2019 and 14th place in 2014.[9][10]

Publications (selection)

Journal Publications

  • Bergkvist, Lars; Eisend, Martin (May 2021). "The dynamic nature of marketing constructs". Journal of the Academy of Marketing Science. 49 (3): 521–541. doi:10.1007/s11747-020-00756-w.
  • Eisend, Martin; Hermann, Erik (December 2020). "Sexual orientation and consumption: Why and when do homosexuals and heterosexuals consume differently?". International Journal of Research in Marketing. 37 (4): 678–696. doi:10.1016/j.ijresmar.2020.01.005.
  • Okazaki, Shintaro; Eisend, Martin; Plangger, Kirk; de Ruyter, Ko; Grewal, Dhruv (December 2020). "Understanding the Strategic Consequences of Customer Privacy Concerns: A Meta-Analytic Review". Journal of Retailing. 96 (4): 458–473. doi:10.1016/j.jretai.2020.05.007.
  • Rosengren, Sara; Eisend, Martin; Koslow, Scott; Dahlen, Micael (November 2020). "A Meta-Analysis of When and How Advertising Creativity Works". Journal of Marketing. 84 (6): 39–56. doi:10.1177/0022242920929288.
  • Eisend, Martin (January 2019). "Gender Roles". Journal of Advertising. 48 (1): 72–80. doi:10.1080/00913367.2019.1566103.
  • Eisend, Martin; Hermann, Erik (8 August 2019). "Consumer Responses to Homosexual Imagery in Advertising: A Meta-Analysis". Journal of Advertising. 48 (4): 380–400. doi:10.1080/00913367.2019.1628676.
  • Eisend, Martin (June 2019). "Explaining Digital Piracy: A Meta-Analysis". Information Systems Research. 30 (2): 636–664. doi:10.1287/isre.2018.0821.
  • Eisend, Martin (May 2015). "Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research". Journal of Marketing. 79 (3): 23–40. doi:10.1509/jm.14.0288.
  • Schmidt, Susanne; Eisend, Martin (2 October 2015). "Advertising Repetition: A Meta-Analysis on Effective Frequency in Advertising". Journal of Advertising. 44 (4): 415–428. doi:10.1080/00913367.2015.1018460.
  • Eisend, Martin; Tarrahi, Farid (September 2014). "Meta-analysis selection bias in marketing research". International Journal of Research in Marketing. 31 (3): 317–326. doi:10.1016/j.ijresmar.2014.03.006.
  • Eisend, Martin; Küster, Franziska (December 2011). "The effectiveness of publicity versus advertising: a meta-analytic investigation of its moderators". Journal of the Academy of Marketing Science. 39 (6): 906–921. doi:10.1007/s11747-010-0224-3.
  • Eisend, Martin (August 2010). "A meta-analysis of gender roles in advertising". Journal of the Academy of Marketing Science. 38 (4): 418–440. doi:10.1007/s11747-009-0181-x.
  • Eisend, Martin (June 2009). "A meta-analysis of humor in advertising". Journal of the Academy of Marketing Science. 37 (2): 191–203. doi:10.1007/s11747-008-0096-y.
  • Eisend, Martin (June 2006). "Two-sided advertising: A meta-analysis". International Journal of Research in Marketing. 23 (2): 187–198. doi:10.1016/j.ijresmar.2005.11.001.

Books

  • Eisend, Martin & Alfred Kuß (2021), Grundlagen empirischer Forschung. Zur Methodologie der Betriebswirtschaftslehre, 2. Aufl., Wiesbaden: Springer-Gabler. ISBN 978-3-658-32889-4
  • Eisend, Martin (2020), Metaanalyse, 2. Aufl., München: Rainer Hampp. ISBN 978-3-95710-267-6
  • Eisend, Martin & Alfred Kuss (2019), Research Methodology in Marketing. Theory Development, Empirical Approaches and Philosophy of Science Considerations, Cham: Springer Na-ture. ISBN 978-3-030-10794-9

External links

References

  1. ^ "Prof. Dr. Martin Eisend". Freie Universität Berlin. Retrieved 2021-05-11.
  2. ^ "Prof. Dr. Martin Eisend". Europa-Universität Viadrina. Retrieved 2021-05-11.
  3. ^ "Viadrina-Präsidium komplett". Moz.de. 2018-10-15. Retrieved 2021-05-11.
  4. ^ a b c pdf: "Martin Eisend Biographical Sketch" (PDF). Retrieved 2021-05-11.
  5. ^ "Martin Eisend". Center for Market Communications. Retrieved 2021-05-11.
  6. ^ "EAA Board". European Advertising Academy. Retrieved 2021-05-11.
  7. ^ "Europa-Universität Viadrina, Research". Europa-Universität Viadrina. Retrieved 2021-05-11.
  8. ^ "Exklusives Ranking: Das ist Deutschlands bester Betriebswirt". Wirtschaftswoche. 2020-12-11. Retrieved 2021-05-11.
  9. ^ "Das sind die besten Forscher in der BWL". Wirtschaftswoche. 2019-01-18. Retrieved 2021-05-11.
  10. ^ "Handelsblatt BWL-Ranking 2014 - Beste Forschungsleistung". handelsblatt.com. Retrieved 2021-05-11.
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