Department of Business Administration - Marketing in the Digital Economy

Andrea Giuffredi-Kähr is an Assistant Professor of Marketing in the Digital Economy at the Department of Business Administration. Her research focuses on brand management and consumer-brand relationships, particularly how the digitalization transformed these areas and its implications for marketing management. Further, she also examines projects in the area of pricing and behavioral change in sustainability.

Andrea has published her research in the Journal of Marketing, the Journal of the Association of Consumer Research, the Journal of Interactive 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 (AMA), and the Institute for Brands and Brand Relationships (IBBR).

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.