Research - mission

The mission of the marketing program is to conduct cutting-edge fundamental and applied research within and across the three main disciplines in the field of marketing: strategy, modeling and consumer behaviour.

The main aim is to consolidate the position of the program in the top ten research groups in this field in Europe. The program has a very strong research tradition and members have contributed numerous publications to leading international journals (e.g. Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Marketing Science, and International Journal of Research in Marketing). Many of these publications have proven to be highly influential, and several have been nominated or even won best paper awards of major journals. Furthermore, several members of the group serve in editorial boards of these major marketing journals.

Research projects within the programme often deal with rich empirical data, joining a strong theoretical foundation with sophisticated methodology. In addition, a growing proportion of research is fuelled by psychological theorizing and frequently involves conducting experimental studies either in the lab or in the field. The aim is to study real-world marketing problems in a theory-driven, rigorous, scientific manner.

The research program includes several important lines of research: customer relationship management, digital marketing and Al, retailing, advertising, persuasion and social influence, consumer behaviour in response to marketing efforts.

Examples of specific projects within these research streams are the use and acceptance of digital marketing tools and Al, antecedents and consequences of customer engagement, understanding compulsive buying behaviour, consumer responses to advertising and other marketing stimuli, examining drivers of consumer well-being, understanding consumers' (un)sustainable behaviour, and the role of self-control in consumer behaviour. Furthermore, an additional line of research deals with developing research methods, such as meta-analysis, agent-based modeling, mixture models, spatial econometric models, and time series.

For more details on specific lines of research and specific research projects, please consult the staff pages of our department members.