... they are at the heart of our teaching and research activities. We are passionately dedicated to the question of what makes brands strong.
In our research, we analyse the determinants of success in brand management - from strategy to implementation. Following the behavioural science research approach, we work on the basis of theory and use qualitative, quantitative and instrumental methods in one of the world's most modern brand laboratories to uncover the secrets of strong brands. Read more.
In our teaching, we provide our students with effective tools of thought and craftsmanship that prepare them in the best possible way for the challenges of the dynamic professional world of marketing. In our diverse event formats - from lectures, exercises and podcasts to seminars and specialist lectures by top managers - we make marketing excellence tangible and promote the transfer of scientific knowledge into practice. Find out more.
| Citations | Awards | Teaching evaluation | Teaching evaluation |
| 5.200+ | 41 | 1,3 | 1,5 |
| Citations of our total of over 100 publications* | Research awards and nominations** | Marketing (Bachelor lecture and tutorial) in winter semester 2022/23 | Marketing (Master lecture and tutorial) in summer semester 2023 |
*Source: Google Scholar. **Overview.
Research article on measuring attention in social media by Daniel Bruns, Julian Felix Kopka, Lennart Borgmann, Steffen Prior and Tobias Langner published in the Journal of Advertising
The research paper "Measuring Gaining and Holding Attention to Social Media Ads with Viewport Logging: A Validation Study Using Mobile Eye-Tracking" has been accepted for publication in the Special Issue on "Contributions of Biometrics to Advertising Research". The study validates the Viewport Logging method, which is widely used in advertising practice, using mobile eye-tracking data - the gold standard of attention measurement. The results show that viewport logging is both a valid and scalable tool for measuring attention generation and retention in social media advertising. The method is therefore suitable for large-scale studies in an increasingly competitive advertising environment.
The full study can be found at the Journal of Advertising.
Best Paper nominations for the Chair of Marketing at ICORIA 2025
The articles "Here we go again! Design characteristics of effective brand routine videos" (by Charlotte Lamerz, Steffen Prior and Tobias Langner) and "Digital participants in advertising research: Investigating the effects of information scope and human anchoring on AI-generated samples" (by Steffen Prior, Tobias Klinke, Nader Fadl and Tobias Langner) have been nominated for the Best Student Paper Award at ICORIA 2025 in Rotterdam. The two contributions are among the 11 nominated papers from a total of 176 submissions. The International Conference on Research in Advertising (ICORIA) is one of the world's leading conferences for advertising research and takes place annually at different venues.
Four research projects at the European Marketing Academy (EMAC) 2025 conference in Madrid, Spain
All four research papers from the Chair of Marketing were accepted for presentation at EMAC 2025: "Do Vampire Bites Really Hurt? The Relative Vampire Effect of Celebrities on Ad Attention and Downstream Ad Processing" by Julian Felix Kopka, Lennart Borgmann, Daniel Bruns and Tobias Langner, "Rinse and Repeat! The Impact of Brand Routine Video Design on Consumer Engagement" by Charlotte Lamerz, Steffen Prior and Tobias Langner, "Broadening Our Horizons: How Pursuing Meaning in Life Encourages Exploratory Consumption" by Tobias Klinke, Tobias Langner, Steffen Prior and Bernd Schmitt and "Attracting Young People to Social Vocations: The Role of Happiness Benefit and Endorser Type in Vocational School Teacher Advertising" by Bastian Blomberg, Daniel Bruns and Tobias Langner.Last week the time had come: 1380 researchers from all over the world met in Madrid for this year's EMAC. Participating from the Wuppertal Marketing Chair were Julian Kopka, Charlotte Lamerz, Tobias Langner and Steffen Prior.
Five research papers accepted for presentation at the International Conference on Research in Advertising (ICORIA) 2025 in Rotterdam
Five research papers from the chair team have been accepted for presentation at the International Conference on Research in Advertising (ICORIA) 2025 in Rotterdam, Netherlands. ICORIA is the most important conference for advertising research in Europe. The Chair will present the following research papers: "Playing with Fire: The Opportunities and Risks of Negative Emotional Appeals in Non-Profit Instagram Advertising" by Julian Felix Kopka, Steffen Prior and Tobias Langner, "Contagious Advertising Contexts: The Direct and Downstream Effects of Positive and Negative Incidental Emotions on Brand Prominence" by Julian Felix Kopka, Tobias Klinke and Tobias Langner, "Here we go again! Design Characteristics of Effective Brand Routine Videos" by Charlotte Lamerz, Steffen Prior and Tobias Langner, "Digital Participants in Advertising Research: Investigating the Effects of Information Scope and Human Anchoring on AI-generated Samples" by Steffen Prior, Tobias Klinke, Nader Fadl and Tobias Langner and "Interacting with Gen Z: How Age Moderates the Effects of Carousel Ads" by Stefan Rohrbach, Daniel Bruns and Tobias Langner.
Further information on the conference can be found here.
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