Vera Zanger is an external PhD student at Chair of Marketing who works as an e-commerce analyst at Strellson AG. After studying business administration at University of Münster, she gained professional expertise as a strategy and marketing consultant. In her dissertation, she examines the effectiveness of augmented reality (AR) marketing within the customer journey. Particularly, her research focus is on the impact of AR on the relationship between customers and brands and the corresponding implications for brands.
| Augmented Reality Marketing
| Consumer Behavior & Consumer Psychology
| Brand Management
| Customer Relationship Management & Customer Experience Management
| Marketing Communication