Prof. Dr. Andrea Giuffredi-Kähr

Professor for Marketing in the Digital Economy
Department of Economics, University of Zurich

Andrea Giuffredi-Kähr is an Assistant Professor of Marketing in the Digital Economy at the Department of Business Administration. Her research examines strategic brand management and consumer behavior in digitalized markets, with a particular focus on how consumers interact with brands, engage in brand defense, and how brand personalities shape purchase decisions. Her work further addresses influencer marketing, transparency in online retail, and sustainability-oriented marketing communication in retail contexts. She combines empirically rigorous research with practice-oriented questions to develop actionable insights for effective branding and marketing strategies.

Andrea has published her research in the Journal of Marketing, the Journal of the Association of Consumer Research, the Journal of Interactive Marketing, Psychology & Marketing and presented her research at international conferences such as conferences of the Jay H. Baker Retailing Center, Wharton School of Business, the American Marketing Association, the European Marketing Association and the Institute for Brands and Brand Relationships. Andrea Giuffredi-Kähr teaches in Master’s and executive education programs and regularly collaborates with companies on strategic marketing challenges.

Prior to joining the University of Zurich, she worked as a post-doctoral researcher at the Marketing Department at the University of Bern where she received her PhD in 2017.

Full CV

Ammann, Clemens; Giuffredi-Kähr, Andrea; Nyffenegger, Bettina; Krohmer, Harley;  Hoyer, Wayne D. (2025), "Beyond Strong Bonds: a Typology and Motivational Insights into Online Brand Defenders," Journal of Interactive Marketing, 60 (3), 271-92.doi.org/10.1177/10949968251320615

Giuffredi-Kähr, A., Petrova, A., & Malär, L. (2022). Sponsorship Disclosure of Micro vs. Mega Influencers – A Curse or a Blessing? Journal of Interactive Marketing, 57(1), 18-34. doi.org/10.1177/10949968221075686

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. doi.org/10.1086/698875

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. doi.org/10.1086/697080

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. doi.org/10.1509/jm.15.0006

See full list of publications