Chair of Marketing


The Chair of Marketing is focused on empirical-quantitative consumer behavior research. Professor Dr. Martin Paul Fritze primarily conducts experimental research in the fields of consumer psychology, branding, and marketing management, but pursues an interdisciplinary research approach both thematically and methodologically. A particular emphasis is placed on a behavioral science perspective.

The main goal is to understand behavioral effects at the micro level (consumer level) and derive solutions for the macro level (business and society level), providing insights to managers, consumers, and public institutions regarding the various conditions, requirements, and impacts of consumption.

In a broader sense, research interests lie at the intersection of consumer behavior, digital transformation, and sustainability. A special focus of current research projects is on the transformative processes that mediate between digital and physical consumption environments, as well as their effects on business models, consumers, and the environment.

In addition to classic marketing questions, such as topics related to branding and brand management, service marketing, and behavioral consumer research, as well as strategic marketing management, the chair engages with questions related to digitalization. This includes exploring specific issues and related interfaces, such as the management and marketing of digital products and services (e.g., Psychological Ownership, Gamification), as well as the impacts of innovative technologies on traditional business models (e.g., in the context of the Sharing Economy). This also encompasses current developments and technologies in the area of "Crypto-Marketing," involving research on cryptocurrencies and non-fungible tokens (NFTs). Further questions stem from technology-driven value creation processes in the field of virtual reality and augmented reality.

This framework is defined by an interest in the transformations from goods-oriented to service-oriented consumption environments, particularly focusing on the significance of physical and psychological tangibility within these transformation processes.

Challenges related to sustainability and the resulting questions of sustainability marketing for implementing sustainability-related strategies and measures form a cross-cutting focus of the research and teaching priorities. Sustainability is deliberately not presented as an isolated topic but is instead holistically embedded.

"Nobody can be a great economist who is only an economist."

Friedrich Hayek


  • Blockchain Marketing & Customer Experiences
  • Consumer Behavior
  • Marketing Basics
  • Brand Management
  • Digital Transformations
  • Sustainability Marketing
  • Service Marketing

Research interests

  • Consumer Behavior
  • Branding and Brand Management
  • Identity & Ownership
  • Digital Transformations
  • Blockchain Marketing – see under
  • Sharing Economy
  • Empirical Philosophy – see under

Fritze, Martin Paul
Fritze, Martin Paul Prof Dr


Fritze, Martin Paul
Fritze, Martin Paul Prof Dr
Phone:+49 7541 6009 2281
Room:SMH Semi | 1.11


Rigano, Selma
Rigano, Selma
Academic Administrative Support
Phone:+ 49 7541 6009-1203
Room:FAB | 1.31

Academic Assistant

Heese, Chelsea
Heese, Chelsea
Research Fellows
Phone:+49 7541 6009-2282
Room:SMH Semi | 2.36
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