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Prof. Dr. Martin Eisend:
Professor for International Marketing 

Phone +49 (0)335 5534 2870 

E-mail: eisend@europa-uni.de 

Research Interest

  • Relationships between Organisations and Consumers
Prof. Dr. Martin Eisend: Vita

Professional Experience


July 2007 – present: Chair of International Marketing

 

  • European University Viadrina, Franfurt/Oder, Germany

October 2010 – March 2011: Visiting Researcher

 

  • University of Antwerp, Belgium

October 2006 – March 2007: Visiting Scholar

 

  • Columbia-University, New York, USA

October 2004 – September 2007: Assistant Professor (Juniorprofessor)

 

  • Business Administration (Marketing with specialization in Market Communication), Free University Berlin, Germany 

 

Education


Ph.D.

 

  • Marketing, Free University Berlin, Germany

M.A. (Magister Artium)

 

  • Media and Communication Studies (First Major) and Business Administration (Second Major), Free University Berlin, Germany

Prediploma

  • Business Administration/Economics, University Hagen, Germany 

Research Grants

  • 2010: Dynamic Capabilities and Relationships, Graduate School, Grant by the Di- eter Schwarz Stiftung, ca. 3 Mio EUR (together with five colleagues from Euro- pean University Viadrina and German Graduate School Heilbronn)
  • 2010: A Meta-analysis of the Effectiveness of Publicity versus Advertising, Grant by the German Academic Exchange Service
  • 2009: Research on Organizational Paths, Graduate School, Grant by the German Research Foundation, 1.9 Mio EUR (together with nine colleagues from Free Uni- versity Berlin and Viadrina University)
  • 2008: Complexity and Path Dependency, Grant by the German Research Foun- dation
  • 2006: Complexity and Path Dependency, Grant by the Free University Berlin
  • 2006: Workshop „Reflexions on Empirical Research Methods“, Grant by the German Research Foundation
  • 2005: Meta-analysis Humor in Advertising, Grant by the German Research Foundation 

Articles in Refereed Journals (International)

  • Eisend, Martin, Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research, Journal of Marketing (forthcoming)
  • Eisend, Martin, Heiner Evanschitzky & Dave Gilliland, Organizational Culture, Na- tional Culture, and New Product Performance: A Meta-analysis, Journal of Prod- uct Innovation Management (forthcoming)
  • Eisend, Martin & Don Lehmann, Assessing the Enduring Impact of Influential Pa- pers, Marketing Letters (forthcoming)
  • Schmidt, Susanne & Martin Eisend, Advertising Repetition – A Meta-analysis on Ef- fective Frequency in Advertising, Journal of Advertising (forthcoming)
  • Eisend, Martin (2015), Persuasion Knowledge and Third-Person Perceptions in Ad- vertising: The Moderating Effect of Regulatory Competence, International Jour- nal of Advertising, 34, 54-69.
  • Eisend, Martin (2014), Shelf Space Elasticity: A Meta-analysis, Journal of Retailing, 90, 168-181.
  • Eisend, Martin, Julia Plagemann & Julia Sollwedel (2014), Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Non-humorous Advertising and Its Consequences for Advertising Effectiveness, Journal of Ad- vertising, 43, 256-273.
  • Eisend, Martin & Susanne Schmidt (2014), The Influence of Knowledge-based Re- sources and Business Scholars' Internationalization Strategies on Research Per- formance, Research Policy, 43, 48-59.
  • Eisend, Martin & Farid Tarrahi (2014), Meta-analysis Selection Bias in Marketing Re- search, International Journal of Research in Marketing, 31, 317-326.
  • Pick, Doreén & Martin Eisend (2014), Buyers’ Perceived Switching Costs and Switching: A Meta-analytic Assessment of Their Antecedents, Journal of the Academy of Marketing Science, 42, 186-204.
  • Eisend, Martin (2013), The Moderating Influence of Involvement on Two-sided Ad- vertising Effects, Psychology & Marketing, 30, 556-575.
  • Eisend, Martin & Nicola Stokburger-Sauer (2013), Brand Personality: A Meta-ana- lytic Review of Antecedents and Consequences, Marketing Letters, 24, 205-216.
  • Eisend, Martin & Nicola Stokburger-Sauer (2013), Measurement Characteristics of Aaker’s Brand Personality Dimensions: Lessons to be Learned from Human Per- sonality Research, Psychology & Marketing, 30, 950-958.
  • Fell, Anja & Martin Eisend (2013), Placebo Effects of Brands, Marketing – Journal for Research and Management, 35. 176-184.
  • Jäger, Tilmann & Martin Eisend (2013), Effects of Fear Arousing and Humorous Ap- peals in Social Marketing: The Moderating Role of Prior Attitude towards the Ad- vertised Behavior, Journal of Current Issues and Research in Advertising, 34, 125-134.
  • Evanschitzky, Heiner, Martin Eisend, Roger Calantone, Yuanyuan Jiang (2012), Success Factors of Product Innovation: An Updated Meta-analysis, Journal of Product Innovation Management, 29, 21-37.
  • Eisend, Martin (2011), How Humor in Advertising Works: A Meta-analytic Test of Al- ternative Models, Marketing Letters, 22, 115-132.
  • Eisend, Martin (2011), Is VHB-JOURQUAL 2 a Good Measure of Scientific Quality? Assessing the Validity of the Major Business Journal Ranking in German-speak- ing Countries, Business Research, 4, 241-274.
  • Eisend, Martin & Franziska Küster (2011) The Effectiveness of Publicity Versus Ad- vertising: A Meta-analytic Investigation of Its Moderators, Journal of the Acad- emy of Marketing Science, 39, 906-921.
  • Knoll, Silke, Martin Eisend & Josefine Steinhagen (2011), Gender Roles in Advertis- ing: A Comparison of Gender Stereotyping on Public and Private TV Channels in Germany, International Journal of Advertising, 30, 867-888.
  • Brexendorf, Tim Oliver, Silke Mühlmeier, Torsten Tomczak & Martin Eisend (2010), The Impact of Sales Encounters on Band Loyalty, Journal of Business Research, 63, 1148-1155.
  • Eisend, Martin (2010), A Meta-analysis of Gender Roles in Advertising, Journal of the Academy of Marketing Science, 38, 418-440.
  • Eisend, Martin (2010), Explaining the Joint Effect of Source Credibility and Negativity of Information in Two-Sided Messages, Psychology & Marketing, 27, 1032-1049.
  • Eisend Martin & Tobias Langner (2010), Immediate and Delayed Advertising Effects of Celebrity Endorsers’ Attractiveness and Competence Fit, International Journal of Advertising, 29, 527-546. 
  • Möller, Jana & Martin Eisend (2010), A Global Investigation Into the Cultural and In- dividual Antecedents of Banner Advertising Effectiveness, Journal of Interna- tional Marketing, 18, 80-98.
  • Eisend, Martin (2009), A Meta-analysis of Humor in Advertising, Journal of the Acad- emy of Marketing Science, 37, 191-203. Eisend, Martin (2009), A Cross-Cultural Generalizability Study of Consumers’ Acceptance of Product Placements in Movies, Journal of Current Issues and Re- search in Advertising, 31, 15-25.
  • Koch, Jochen, Martin Eisend & Arne Petermann (2009), Path Dependence in Deci- sion-making Processes: Exploring the Impact of Complexity under Increasing Returns, Business Research, 2, 67-84.
  • Eisend, Martin (2008), Explaining the Impact of Scarcity Claims in Advertising: The Mediating Role of Perceptions of Susceptibility, Journal of Advertising, 37, 33-40. Eisend, Martin (2007), Understanding Two-Sided Persuasion: An Empirical Assess- ment 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, 101- 116. 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-Anal- ysis, 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 & Pakize Schuchert-Güler (2006), Explaining Counterfeit Purchases – A Review and Preview, Academy of Marketing Science Review, 06, 1- 25.
  • Eisend, Martin (2002), The Internet as New Medium for the Sciences? The Effects of Internet Use on Traditional Scientific Communication Media Among Social Sci- entists in Germany, Online Information Review, 26, 307-317.

Book Chapters (International)

  • Shaw, Ping, Martin Eisend & Yue Tan (2014), Gender-Role Portrayals in Interna- tional Advertising, In Hong Cheng (ed.) The Handbook of International Advertis- ing Research, Malden, MA: John Wiley & Sons, 299-312.
  • Eisend, Martin, Silke Knoll, Susanne Schmidt & Ruziye Canbazoglu (2012), How Does Shifting Ad Budgets Impact Trust in Advertising Media? In Martin Eisend, Tobias Langner & Shintaro Okazaki (eds.) Advances in Advertising Research (Vol. 3). Current Insights and Future Trends, Wiesbaden: Gabler, 353-363.
  • Küster, Franziska & Martin Eisend (2012), Immediate and Delayed Effects of Mes- sage Sidedness, In Martin Eisend, Tobias Langner & Shintaro Okazaki (eds.) Advances in Advertising Research (Vol. 3). Current Insights and Future Trends, Wiesbaden: Gabler, 55-65.
  • Eisend, Martin & Silke Knoll (2012), Transnational Trust in Advertising Media, In Shintaro Okazaki (ed.), Handbook of Research on International Advertising, Cheltenham: Edward Elgar, 439-454.
  • Eisend, Martin & Franziska Küster (2011), The Effectiveness of Publicity versus Ad- vertising: A Meta-analysis, In Shintaro Okazaki (ed), Advances in Advertising Research (Vol. 2). Breaking New Ground in Theory and Practice, Wiesbaden: Gabler, 277-291.
  • Langner, Tobias & Martin Eisend (2011), Effects of Celebrity Endorsers‘ Attractive- ness and Expertise on Product Recall of Transformational and Informational Products, In Shintaro Okazaki (ed), Advances in Advertising Research (Vol. 2). Breaking New Ground in Theory and Practice, Wiesbaden: Gabler, 451-460.
  • Steinhagen, Josefine, Martin Eisend & Silke Knoll (2010), Gender Stereotyping in Advertising on Public and Private TV Channels in Germany, In Ralf Terlutter, Sandra Diehl & Shintaro Okazaki (eds.), Advances in Advertising Research (Vol. 1). Cutting Edge International Research, Wiesbaden: Gabler, 285-295.
  • 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 (2008), The Role of Involvement in Two-Sided Persuasion, In Fran- cisco Costa Pereira, Jorge Veríssimo & Peter Neijens (eds.), New Trends in Ad- vertising Research, Lissabon: Sílabo, 121-131. 
  • 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 (eds.), European Advances in Consumer Research, Vol 8, Duluth, MN: Association for Consumer Research, 124-125. Research Grants

Books (International and German)

  • Eisend, Martin (2014), Metaanalyse, München: Rainer Hampp.
  • Eisend, Martin, Tobias Langner & Shintaro Okazaki (eds.) (2012), Advances in Advertising Research (Vol. 3). Current Insights and Future Trends, Wiesbaden: Gabler.
  • 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.

Publications in German (Refereed Journals and Book Chapters)

  • Eisend, Martin (2010), Geschlechterrollen in der Werbung, In Europa-Universität Vi- adrina (eds.), Universitätsschriften, Frankfurt (Oder): Europa-Universität Viadrina, 53-59.
  • Baumgarth, Carsten, Martin Eisend & Heiner Evanschitzky (2009), Empirische Mas- tertechniken, 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 & Alfred Kuß (2009), Humor in der Kommunikation, In Manfred Bruhn, Franz-Rudolf Esch, Tobias Langer (eds.), Handbuch Kommunikation, Wiesbaden: Gabler , 629-644.
  • Eisend, Martin (2008), Zweiseitige Botschaften in der Marketingkommunikation – Ein Überblick und Ausblick zu Theorie und Forschung, Zeitschrift für Betriebswirtschaft, 78, 307-329.
  • Eisend, Martin & Franziska Küster-Rohde (2008), Soziale Netzwerke im Internet – Marketingkommunikation für Morgen, Marketing Review St. Gallen, 12-15.
  • Jäger, Tilmann & Martin Eisend (2008), Die Bedeutung von Voreinstellungen für die Wirkung furchterregender und humorvoller Social Spots, In Berliner Wissen- schaftliche Gesellschaft e.V. (eds.), Jahrbuch 2007, Berlin: Berliner Wissenschafts-Verlag, 201-212.
  • Langer, Alexandra, Martin Eisend & Alfred Kuß (2008), Zu viel des Guten? Der Einfluss der Anzahl von Ökolabels auf die Konsumentenverwirrtheit, Marketing ZfP, 30, 19-28.
  • Eisend, Martin (2007), Methodische Grundlagen und Anwendungen der Generali- sierbarkeitstheorie in der betriebswirtschaftlichen Forschung, WiSt, 36, 494-500.
  • 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.
  • Schuchert-Güler, Pakize & Martin Eisend (2007), Ethno-Marketing: eine kritische Betrachung, In Gertraude Krell, Barbara Riedmüller, Barbara Sieben & Dagmar Vinz (eds.), Diversity Studies, Frankfurt/New York: Campus, 217-233.
  • Eisend, Martin (2006), "Jeder Schuss ein Treffer?" – Zur Notwendigkeit und Problematik empirischer Generalisierungen im Begründungszusammenhang der betriebswirtschaftlichen Forschung, WiSt, 35, 249-253.
  • 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.
  • Eisend, Martin (2004), Wann lohnt sich humorvolle Werbung? Bestandsaufnahme und Desiderate der wissenschaftlichen Forschung, transfer – Werbeforschung & Praxis, 2, S. 14-19.
  • Lütters, Holger, Martin Eisend & Pakize Schuchert-Güler (2002), Online Marktfor- schung als E-Service, In Manfred Bruhn & Bernd Stauss (eds.), Electronic Services. Dienstleistungsmanagement Jahrbuch 2002, Wiesbaden: Gabler, 613- 638.