Ordinary Member CRSA
Professor for Marketing in the Digital Economy
Department of Economics, University of Zurich
+41 (0)44 634 05 40
Andrea Giuffredi-Kähr is an assistant professor for Marketing in a Digital Economy at the Departmemt of Business Administration at the University of Zürich in Switzerland. Her main research interests are brand management, consumer-brand relationships and customer engagement. She has published articles in the Journal of Marketing and the Journal of the Association of Consumer Research and presented her research at international conferences such as conferences of the Jay H. Baker Retailing Center, Wharton School of Business, the European Marketing Academy (EMAC), and the Institute for Brands and Brand Relationships (IBBR).
Malär, L., Herzog, D., Krohmer, H., Hoyer, W. D., & Kähr, A. (2018). The Janus Face of Ideal Self-Congruence: Benefits for the Brand versus Emotional Distress for the Consumer. Journal of the Association for Consumer Research, 3(2), 163-174.
Nyffenegger, B., Kähr, A., Krohmer, H., & Hoyer, W. D. (2018). How Should Retailers Deal with Consumer Sabotage of a Manufacturer Brand?. Journal of the Association for Consumer Research, 3(3), 379-395.
Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2016). When hostile consumers wreak havoc on your brand: The phenomenon of consumer brand sabotage. Journal of marketing, 80(3), 25-41.