Institute of Service and Relationship Management

The European Marketing Academy (EMAC) conference celebrated its 50th anniversary this year. The Chair of Management Science/ Marketing was once again represented at this year's conference, which took place in Madrid from May 25 to 30, 2025. Ms. Röhr presented the initial findings of a new research…

Prof. Marchand worked as a visiting professor at the University of Technology Sydney for two months. In this context, he also visited marketing academics at the University of South Wales, the University of Sydney, Macquarie University and Monash University in Melbourne to work with them on research…

Well-known movie stars are not only relevant for feature films and TV series. Today, the influence of movie stars also extends to video games, for which budgets in the hundreds of millions are available. Until now, there have been no studies that have looked at the economic impact of movie stars on…

Mr. Mayerhofer and Prof. Marchand, together with colleagues from England and China, have examined this question in two empirical studies. They found, among others, that increased customer orientation positively influences the commitment of customers (e.g. through positive contributions in social…