Prof Dr Tobias Langner

Office: M.13.35 I Phone: +49 202 439 2823 I Mail: langner{at}wiwi.uni-wuppertal.de

Consultation hours: Tuesday, 17:30-18:30 by appointment. Registrations are possible by email to marketing[at]wiwi.uni-wuppertal.de.

Professor Dr Tobias Langner holds the Chair of Business Administration, in particular Marketing, at the Schumpeter School of Business and Economics at the University of Wuppertal and has been President of the European Advertising Academy (EAA) since 2023. Lectureships at the University of St. Gallen (since 2002), the Lucerne University of Applied Sciences and Arts (since 2002) and the University of Geneva (2012 to 2018).

Research. Tobias Langner is one of the most internationally cited German brand researchers (ranked 79th worldwide, see Google Scholar). He specialises in researching the key success factors of brand management and brand communication. His focus is on questions such as how strong brand loyalty develops into brand love and what marketing can do to help establish it. Or how communication must be designed so that it can still be effective even under today's more difficult communication conditions. Tobias Langner also addresses the question of how to adequately operationalise and measure brand KPIs. He is a member of the Consumption & Behaviour research group founded by Professor Werner Kroeber-Riel. A complete list of all publications can be found here.

Tobias Langner has been advising large and medium-sized companies on strategic and operational brand management for over 30 years and teaches in executive education. Tobias Langner has been a member of the Effie jury of the German Association of Communication Agencies (GWA) several times.

Tobias Langner has received numerous national and international research awards for his work. His dissertation "Integrated Branding" was honoured as the best German-language dissertation with the Science Award (2003) of the German Marketing Association. Best Paper Award at the ANZMAC (2005) in Perth, the Markentag (2013) in Koblenz, the AAA (2023) in Denver and Best Student Paper Awards at the AAA (2024) in Portland and the ICORIA (2024) in Bordeaux. Highly Commended Award (2007) from the Journal of Product & Brand Management and Best Paper Award (2023) from Transfer. Awarded the Teaching Lion (2010) by the University of Wuppertal for the best lecture with over 50 participants. A complete list of all awards and nominations can be found here.

Tobias Langner studied Business Administration and Political Science at Saarland University and at the University of Newcastle upon Tyne (England) (degree: Diplom-Kaufmann). He completed his doctorate (2002) and habilitation (2007) at the Chair of Marketing (Professor Franz-Rudolf Esch) at Justus Liebig University Giessen. Research stays at the University of Wollongong (Australia) at the invitation of Professor John Rossiter in 2000, 2002 and 2005.

Rejection of a call to the Zeppelin University Friedrichshafen. In 2007, he accepted an appointment as W3 Professor of Business Administration specialising in Marketing at the University of Wuppertal.

From 2008 to 2012, Langner was Vice-President of the German Advertising Research Association(DWG). He has been a Board Member of the European Advertising Academy (EAA) since 2010 and President of the EAA since 2023.

Tobias Langner is an ad hoc reviewer for the German Research Foundation (DFG) and the Research Foundation - Flanders (FWO) as well as a member of the editorial boards of the Journal of Advertising, transfer - Werbeforschung & Praxis and Marketing ZfP. He is an ad hoc reviewer for Marketing Letters, Journal of Advertising Research, International Journal of Advertising, Journal of Economic Psychology and the Journal of Brand Management. Co-editor of the publication series of the Research Group Consumption and Behaviour (KV).