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Marketing ZFP – Journal of Research and Management

presents scholarly, managerially relevant articles on marketing, bridging the gap between theory and practice. The journal is geared toward marketing and management scholars and marketers at senior- and mid-level positions as the leading marketing journal in the DACH-countries (Germany, Austria and Switzerland). Diverse marketing research topics are published. The journal has a great tradition of 40 years and is the official academic journal of the marketing scholars’ organization in the German speaking countries, i. e., German Academic Association for Business Research, Section Marketing.

Articles published in Marketing ZFP – Journal of Research and Management are peer-reviewed and mostly written in English. The journal has been ranked highly: The VHB-JOURQUAL Ranking by the German Academic Association for Business Research lists it among the top four German journals and the GeMark, the German Marketing-Journal Ranking ranks it as “B”.

Marketing ZFP – Journal of Research and Management is published by C.H.BECK / Vahlen. For more information on the publishing house click here.
Print ISSN: 0344-1369
Frequency: Quarterly
Current Volume: 40

For Peer-Review Process please click here and for the Publication Ethics please click here.


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Yasemin Boztug, University of Goettingen, Germany
E-mail: editor[-at-]marketing-zfp.de
Dirk Temme, University of Wuppertal, Germany
E-mail: editor[-at-]marketing-zfp.de

Senior Editors

Heribert Gierl, University of Augsburg, Germany
E-mail: heribert.gierl[-at-]wiwi.uni-augsburg.de

Andrea Gröppel-Klein, Saarland University, Germany
E-mail: groeppel-klein[-at-]ikv.uni-saarland.de

Lutz Hildebrand, Humboldt-University of Berlin, Germany
E-mail: hildebr[-at-]wiwi.hu-berlin.de

Hans Mühlbacher, University of Monaco, Principality of Monaco
E-mail: hans.muehlbacher[-at-]uibk.ac.at

Henrik Sattler, University of Hamburg, Germany
E-mail: henrik.sattler[-at-]uni-hamburg.de

Bernhard Swoboda, University of Trier, Germany
E-mail: b.swoboda[-at-]uni-trier.de

Udo Wagner, Modul University Vienna, Austria
E-mail: udo.wagner[-at-]modul.ac.at

Editorial Staff


Publishers Contact

Anke Humphrey, Verlag C.H.BECK, Germany
E-mail: anke.humphrey[-at-]beck.de

Editorial Review Board

Many further scholars have worked with the Editorial Review Board, ad hoc reviewing manuscripts submitted to Marketing ZFP – Journal of Research and Management. The Editor highly appreciates their help and acknowledges their valuable contribution to the review process. The names of all reviewers are published within the last issue in each volume.

  • Richard P. Bagozzi, University of Michigan, USA
  • Ingo Balderjahn, University of Potsdam, Germany
  • Carsten Baumgarth, Berlin School of Economics and Law, Germany
  • Hans Baumgartner, Pennsylvania State University, USA
  • David R. Bell, University of Pennsylvania / Philadelphia, USA
  • Marnik G. Dekimpe, Tilburg University and KU Leuven, Netherlands/Belgium
  • Pierre  Desmet, ESSEC Business School, France
  • Martin  Eisend, European University Viadrina Frankfurt / Oder, Germany
  • Franz-Rudolf Esch, EBS Business School, Germany
  • Paul W. Farris, University of Virginia, USA
  • Martin  Fassnacht, WHU - Otto Beisheim School of Management, Germany
  • Marc Fetscherin, Rollins College, Florida, USA
  • Marc Fischer, University of Cologne, Germany
  • Thomas Foscht, University of Graz, Austria
  • Wolfgang Fritz, Brauschweig University of Technology, Germany
  • Karen  Gedenk, University of Hamburg, Germany
  • Christian Germelmann, University of Bayreuth, Germany
  • Klaus G. Grunert, University of Aarhus, Denmark
  • Dominique Hanssens, University of California / Los Angeles, USA
  • Oliver P. Heil, Johannes Gutenberg University Mainz, Germany
  • Andrea Hemetsberger, University of Innsbruck, Austria
  • Thorsten Hennig-Thurau, University of Münster, Germany
  • Stefan Hoffmann, Kiel University, Germany
  • Harald Hruschka, University of Regensburg, Germany
  • Frank Huber, Johannes Gutenberg University Mainz, Germany
  • Frank Jacob, ESCP Business School Berlin, Germany
  • Daniel  Klapper, Humboldt-University of Berlin, Germany
  • Martin Klarmann, Karlsruhe Institute of Technology, Germany
  • Michael Kleinaltenkamp, Freie Universität Berlin, Germany
  • Jörg Königstorfer, Technical University of Munich, Germany
  • Nicole Koschate-Fischer, Friedrich-Alexander-University Erlangen-Nürnberg, Germany
  • Manfred Krafft, University of Münster, Germany
  • Tobias Langner, University of Wuppertal, Germany
  • Gilles Laurent, HEC School of Management Paris, France
  • Peter Leeflang, University of Groningen, Netherlands
  • Michael Lingenfelder, Philipps-Universität Marburg, Germany
  • Kristian Möller , Helsinki School of Economics, Finland
  • Thomas Otter, Goethe University Frankfurt, Germany
  • Christian Ringle, Hamburg University of Technology, Germany
  • Stefan Roth, Technical University of Kaiserslautern, Germany
  • Marko Sarstedt, Ludwig-Maximilians-University Munich, Germany
  • Christian Schade, Humboldt-University of Berlin, Germany
  • Bodo Schlegelmilch, Vienna University of Economics and Business, Austria
  • Hanna Schramm-Klein, University of Siegen, Germany
  • Hermann Simon, Simon-Kucher & Partners, Bonn / Boston, Germany/USA
  • Bernd Skiera, Goethe University Frankfurt, Germany
  • Michael Steiner, Witten-Herdecke University, Germany
  • Martina Steul-Fischer, Friedrich-Alexander-Universität, Erlangen-Nürnberg, Germany
  • Nicola Stokburger-Sauer, University of Innsbruck, Austria
  • Stefan Stremersch, Erasmus Research Institute of Management, Netherlands
  • Harald van Heerde, Massey University Auckland. New Zealand
  • Fred van Raaij, Tilburg University, Netherlands
  • Markus Voeth, University of Hohenheim, Germany
  • Gianfranco Walsh, Friedrich Schiller University Jena, Germany
  • Rolf Weiber, University of Trier, Germany
  • Klaus Wertenbroch, INSEAD Europe Campus, France
  • Raimund Wildner, GfK Nuremberg, Germany
  • Herbert Woratschek, University of Bayreuth, Germany
  • Stephan Zielke, University of Wuppertal, Germany

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Marketing 4-2021_Cover


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