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.
