Prof. Dr. Andrea Giuffredi-Kähr - Marketing in the Digital Economy

Andrea Giuffredi-Kähr and her team are part of the University of Zurich's group of marketing associated professorships:

Prof. Dr. René Algesheimer (Marketing for Social Impact)
Prof. Dr. Martin Natter  (Marketing)
 

The chair is also part of the Marketing, Digital Transformation & Entrepreneurship group at the Department of Business Administration.

The research focuses on strategic brand management and consumer behavior in digitalized markets. In particular, it examines how digitalization reshapes consumer–brand relationships, including how consumers interact with, respond to, and defend brands. A central emphasis lies on the role of information and transparency in shaping consumer decision-making, for example in online retail environments.

Another key research stream focuses on digital communication contexts, particularly influencer marketing. This includes topics such as sharenting and sponsorship disclosure, and examines how different forms of content and transparency influence consumer perceptions, trust, and engagement.

A further research stream investigates how marketing communication can effectively foster more sustainable consumer behavior, with a focus on customer-centric communication at the point of decision. Across these areas, the research aims to generate empirically grounded insights with direct implications for marketing strategy and practice.