Prof Dr Alexander Fischer

University of Applied Sciences Wedel
Chair of Marketing and Media
Feldstraße 143

22880 Wedel

Tel. 04103 - 80 48 - 61

E-mail: afi[at]fh-wedel.de

 

Curriculum vitae

  • Born in Gießen in 1977

  • Studied Business Administration at Justus Liebig University Giessen, specialising in Marketing (Prof. Esch), Corporate Management and Organisation (Prof. Krüger) and Work and Organisational Psychology (Prof. Frese): Marketing (Prof. Esch), Corporate Management and Organisation (Prof. Krüger) and Work and Organisational Psychology (Prof. Frese).

  • Internships and freelance work in the consulting industry in the field of brand management

  • From 04/2006 - 03/2008 project employee at the Institute for Brand and Communication Research at the Justus Liebig University Giessen e. V., Giessen

  • 04/2008 - 11/2010: Research assistant at the Chair of Marketing at the Schumpeter School of Business and Economics, university of Wuppertal

  • 11/2010: Doctorate (Dr. rer. oec.) at the Schumpeter School of Business and Economics, University of Wuppertal (Topic: Motorised brand actions: A behavioural analysis of the influence of action execution on action and brand name recall)

  • 12/2010 - 03/2016: Junior Professor of Marketing at the Schumpeter School of Business and Economics, University of Wuppertal

  • Since 04/2016: Chair of Marketing and Media at the University of Applied Sciences Wedel

Publications

2016

  • Brune, P. / Langner, T. / Fischer, A.: "When it's time to rhyme: The moderating role of exposure modality on memory for rhyming and non-rhyming brand slogans", in: Proceedings of the 15th ICORIA, Ljubljana, Slovenia (forthcoming).

2015

    • Fischer, A. / Langner, T. (2015): "Brand-related motor actions: the impact of self-performed actions on brand knowledge", in: Proceedings of the 44th EMAC Conference, Leuven, Belgium (forthcoming).

    • Langner, T. / Christ, M. / Fischer, A. / Bruns, D. (2015): "Markenliebe", in: Posselt, E. (ed.) (2015): Marke neu denken, Springer Verlag.
    • Brune, P. / Langner, T. / Fischer, A. (2015): "To rhyme or not to rhyme? How encoding modality moderates the recall of rhyming and non-rhyming brand slogans", in: Proceedings of the 44th EMAC Conference, Leuven, Belgium (forthcoming).
    • Langner, T. / Schmidt, J. / Fischer, A. (2015): "Is it really love? A comparative investigation of the emotional nature of brand and interpersonal love", in: Psychology & Marketing, Vol. 32, No. 6, pp. 624 - 634.
    • Fischer, A. / Langner, T. (2015): "Markenmotorik: Markenspezifische Handlungen als neues, wertvolles Asset für die Markenführung", in: Schimansky, A. (ed.) (2015): Der neue Wert der Marke, 2nd edition, Vahlen: Munich.
    • Langner, T. / Fischer, A. (2015): "Actions speak louder than words: strong brands through motorised brand actions", in: Heidel, B. / Teichert, T. (eds.) (2015): Consumer behaviour: Basis for communication and brand management, New Business Verlag. (Reprint of the article from transfer - Werbeforschung und Praxis, 57th Vol., No. 4, pp. 22-27.
    • Esch, F.-R. / Fischer, A. / Michel, M. (2015): "Die Ideenumsetzung im Rahmen der Marktpositionierung (Start-up-Phase)", in: Freiling, J. / Kollmann, T. (eds.) (2015): Entrepreneurial Marketing, 2nd ed, Gabler, Wiesbaden (in press).

     

    2014

      • Kühn, J. / Langner, T. / Fischer, A. (2014): "A value-based typology of brand love relationships", in: Der Markentag 2014, Koblenz, honoured with the Best Paper Award.

      • Langner, T. / Bruns, D. / Fischer, A. / Rossiter, J. R. (accepted for publication): "Falling in love with brands: a dynamic analysis of the origins and trajectories of brand love", in: Marketing Letters.

      • Kühn, J. / Langner, T. / Fischer, A. (2014): "Brand love: A unitary or multiplex phenomenon?", in: Proceedings of the 43rd EMAC Conference, Valencia, Spain.

      • Langner, T. / Brune, P. / Fischer, A. / Fallack, N. (2014): "When consumers go blind: The effects of repetition, user type, and attention tactics on banner blindness ", in: Proceedings of the 13th ICORIA, Amsterdam, The Netherlands.

      2013

      • Kühn, J. / Langner, T. / Fischer, A. (2013): "Brand love: A value-based typology of different love relationships", in: Proceedings of the 12th ICORIA, Zagreb, Croatia.

      • Langner, T. / Brune, P. / Fischer, A. (2013): "Managing Brands in a Converging Media Environment", in: Diehl, S. / Karmasin, M. (eds.) (2013): Media and Convergence Management, Springer Gabler, Wiesbaden, pp. 135-160.

      • Langner, T. / Fischer, A. / Brune, P. (2013): "Choose your ad paper type carefully: How haptic ad paper characteristics affect product judgements", in: Rosengren, S. / Dahlén, M. / Okazaki, S. (eds.) (2013): Advances in Advertising Research (Vol. IV): The Changing Roles of Advertising, Springer Gabler, Wiesbaden, pp. 19-27.

      2012

      • Langner, T. / Schmidt, J. / Fischer, A. (2012): "How deep is your love? A psychophysiological comparison of brand love and interpersonal love", in: Proceedings of the 11th ICORIA, Stockholm, Sweden.

      • Langner, T. / Fischer, A. / Kakies, O. (2012): "Choose your ad paper type carefully: The impact of paper weight and texture on product judgments ", in: Proceedings of the 11th ICORIA, Stockholm, Sweden.

      • Fischer, A. (2012): Motorised brand actions: A behavioural analysis of the influence of action execution on action and brand name recall, Wiesbaden: Gabler Verlag.

      • Esch, F.-R. / Fischer, A. / Strödter, K. (2012): "Internal communication to build brand knowledge among employees", in: Tomczak, T. / Esch, F.-R. / Kernstock, J. / Herrmann, A. (eds.) (2012): Behavioural Branding. How employee behaviour strengthens the brand, 3rd ed: Gabler, pp. 101 - 120.

      • Esch, F.-R. / Fischer, A. / Hartmann, K. (2012): "Translating abstract brand values into concrete behaviour", in: Tomczak, T. / Esch, F.-R. / Kernstock, J. / Herrmann, A. (eds.) (2012): Behavioural Branding. How employee behaviour strengthens the brand, 3rd ed: Gabler, pp. 161 - 180.

      • Langner, T. / Fischer, A. (2012): "Actions speak louder than words: Strong brands through motorised brand actions", in: PharmAustria, No. 1, pp. 12 - 17. (Reprint of the article from transfer - Werbeforschung und Praxis, 57th Vol., No. 4, pp. 22-27)

      2011

      • Langner, T. / Fischer, A. (2011): "Brand differentiation through brand actions: Der Beitrag der Motorik zum Markenaufbau", in: Völckner, F.; Weber, T.; Willers, C. (eds.): Markendifferenzierung - Innovative Konzepte im Spannungsfeld zwischen Theorie und Praxis, Wiesbaden: Gabler Verlag, pp. 137 - 159.

      • Langner, T. / Fischer, A. (2011): "Actions speak louder than words: Strong brands through motorised brand actions", in: Transfer - Werbeforschung und Praxis, 57 Jg., Nr. 4, S. 22-27.

      • Langner, T.; Fischer, A. (2011): "Motorised brand actions: Der vernachlässigte Zugang zum Markenaufbau", in: Keuper, F.; Bald, T. (eds.): Markenführung und Markenimplementierung, Logos-Verlag, Berlin, pp. 213 - 239.

      2010

      • Fischer, A. / Langner, T. (2010): "Does self-performing matter? The impact of motor actions on brand knowledge", in: Proceedings of the 32nd INFORMS Marketing Science Conference, Cologne, Germany.

      • Langner, T. / Rossiter, J. R. / Fischer, A. / Kürten, D. (2010): "The behavioural consequences of "loving" versus "liking" a brand and a typology of the origins of "brand love", in: Proceedings of the 32nd INFORMS Marketing Science Conference, Cologne, Germany.

      2009

      • Esch, F.-R. / Fischer, A. (2009): "Markenidentität als Basis für die Gestaltung der internen und externen Kommunikation", in: Bruhn, M. /Esch, F.-R. / Langner, T. (eds.) (2009): Handbuch Kommunikation: Grundlagen - Innovative Ansätze - Praktische Umsetzungen, Wiesbaden: Gabler, pp. 379 - 396.

      • Esch, F.-R. / Fischer, A. (2009): "Comparative Advertising", in: Bruhn, M. / Esch, F.-R. / Langner, T. (eds.) (2009): Handbuch Kommunikation: Grundlagen - Innovative Ansätze - Praktische Umsetzungen, Wiesbaden: Gabler, pp. 645 - 668.

      • Esch, F.-R. / Fischer, A. / Strödter, K. (2009): "Interne Kommunikation: Erfolgreiche Ancherung der Marke im Denken und Handeln der Mitarbeiter", in: Bruhn, M. / Esch, F.-R. / Langner, T. (eds.) (2009): Handbuch Kommunikation: Grundlagen - Innovative Ansätze - Praktische Umsetzungen, Wiesbaden: Gabler, pp. 1261 - 1284.

      • Langner, T. / Fischer, A. / Kürten, D. (2009): "The nature of brand love: Results from two exploratory studies", in: Proceedings of the 8th ICORIA, Klagenfurt, Austria.

      2008

      • Esch, F.-R. / Fischer, A. / Hartmann, K. (2008): "Abstrakte Markenwerte in konkretes Verhalten übersetzten", in: Tomczak, T. / Esch, F.-R. / Kernstock, J. / Herrmann, A. (eds.) (2008): Behavioural Branding. How employee behaviour strengthens the brand, Wiesbaden: Gabler, pp. 161 - 180.

      • Esch, F.-R. / Fischer, A. / Michel, M. (2008): "Die Ideenumsetzung im Rahmen der Marktpositionierung (Start-up-Phase)", in: Freiling, J. / Kollmann, T. (eds.) (2008): Entrepreneurial Marketing, Gabler, Wiesbaden, pp. 323 - 339.

      • Esch, F.-R. / Fischer, A. / Strödter, K. (2008): "Interne Kommunikation zum Aufbau von Markenwissen bei den Mitarbeitern", in: Tomczak, T. / Esch, F.-R. / Kernstock, J. / Herrmann, A. (eds.) (2008): Behavioural Branding. How employee behaviour strengthens the brand, Wiesbaden: Gabler, pp. 101 - 120.

      • Esch, F.-R. / Fischer, A. / Hartmann, K. / Strödter, K. (2008): "Management des Markencommitments in Dienstleistungsunternehmen", in: Bruhn, M. / Stauss, B. (eds.) (2008): Forum Dienstleistungsmanagement: Dienstleistungsmarken, Wiesbaden: Gabler, pp. 233 - 254.

      • Langner, T. / Fischer, A. (2008): "Markenkommunikation 2.0 - Konsumenten formen Markenbotschaften", in: Marketing Review St. Gallen, Vol. 25, No. 5, pp. 16 - 21.

      2007

      • Esch, F.-R. / Rempel, J. E. / Fischer, A. / Langner, T. (2007): "Does scent really matter? The impact of scent on advertising effectiveness and efficiency", in: Proceedings of the ICORIA, Lisbon, Portugal, Vol. 6 (2007), pp. 1 - 10.

      2006

      • Esch, F.-R. / Strödter, K. / Fischer, A. (2006): "Behavioural Branding: Wege der Marke zu Managern und Mitarbeitern", in: Strebinger, A. / Mayerhofer, W. / Kurz, H. (eds.) (2006): Werbe- und Markenforschung: Meilensteine, aktuelle Befunde und Ausblick, Gabler Verlag, Wiesbaden, pp. 403 - 433.