Becker Maren | ESCP Business School

Maren Becker

Assistant Professor of Marketing and Research Methods

Department : Marketing
Campus : Berlin

Maren Becker is Assistant Professor of Marketing and Research Methods at ESCP Business School, Berlin Campus. Her research focuses on econometric modelling of marketing decisions, particularly advertising and its effectiveness. Maren’s work has been published in the Journal of Marketing, Journal of Marketing Research, and International Journal of Research in Marketing. Her research has also been featured in press outlets such as Die Zeit, Markenartikel, and Harvard Business Manager. Before joining ESCP, Maren was an Assistant Professor at the Vrije Universiteit Amsterdam (VU). She obtained her doctoral degree at the University of Cologne, Germany, in 2017. Prior to her PhD, she worked as a Senior Analyst and Consultant for a large market research company. Maren also gained practical experience in several industries during various internships, such as at the Permanent Mission of Germany to the UN in New York and at an NGO in São Paulo. Additionally, she was a visiting scholar at the University of Texas at Dallas (UTD) in 2016. Her publications appear in leading journals such as Journal of Marketing Research. She earned her PhD from the University of Cologne, Germany, and was a visit...

PUBLICATIONS
AWARDS AND HONORS

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15 publications

Academic Articles

2024

SCHAUERTE, N., R. SCHAUERTE, M. BECKER, T. HENNIG-THURAU

Making New Enemies: How Suppliers’ Digital Disintermediation Strategy Shifts Consumers’ Use of Incumbent Offerings

JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 52 (3), 672 - 694

Academic Articles

2023

BECKER, M., T. SCHOLDRA, M. BERKMANN, W. J. REINARTZ

The Effect of Content on Zapping in TV Advertising

JOURNAL OF MARKETING, 87 (2), 275–297

Academic Articles

2023

BECKER, M., M. GIJSENBERG

Consistency and Commonality in Advertising Content: Helping or Hurting?

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 40 (1), 128-145

Academic Articles

2023

SCHAUERTE, N., M. BECKER, M. IMSCHLOSS, J. R. K. WICHMANN, W. J. REINARTZ

The managerial relevance of marketing science: Properties and genesis

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 44(4), 801-822

Academic Articles

2020

BECKER, M., N. BRUCE, W. REINARTZ

Communicating Brands in Television Advertising

JOURNAL OF MARKETING RESEARCH, 57 (2), 236-56

Academic Articles

2019

BECKER, M., N. WIEGAND, W. REINARTZ

Does it pay to be real? Understanding authenticity in TV advertising

JOURNAL OF MARKETING, 83, (1), 24-50

Research and expertise

News & events

Events

Financial Institutions and Corporate Finance

04 June 2026 - 05 June 2025
07.00 am - 02.00 pm

Events

AI in Higher Education Summit 2026 – Paris, 17–18 March

17 - 18 March 2026
07.00 am - 05.20 pm

2010

University of Maastricht

Winner of the 2010 “Best Thesis Award” of the University of Maastricht

Dissertational Science Price

2018

Markenverband E.V.

Winner of the 2018 “Dissertational Science Price” of the Markenverband e.V.

ESCP Young Researcher Award

2023

ESCP

Winner of the 22/23 ESCP Young Researcher Award

Research and expertise

News & events

Events

Financial Institutions and Corporate Finance

04 June 2026 - 05 June 2025
07.00 am - 02.00 pm

Events

AI in Higher Education Summit 2026 – Paris, 17–18 March

17 - 18 March 2026
07.00 am - 05.20 pm

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Academic Articles

2024

Making New Enemies: How Suppliers’ Digital Disintermediation Strategy Shifts Consumers’ Use of Incumbent Offerings

Academic Articles

2023

The Effect of Content on Zapping in TV Advertising

Academic Articles

2023

Consistency and Commonality in Advertising Content: Helping or Hurting?

Academic Articles

2023

The managerial relevance of marketing science: Properties and genesis

Academic Articles

2020

Communicating Brands in Television Advertising

Academic Articles

2019

Does it pay to be real? Understanding authenticity in TV advertising

Research and expertise

News & events

Events

Events

Best Thesis Award

2010

Winner of the 2010 “Best Thesis Award” of the University of Maastricht

Dissertational Science Price

2018

Winner of the 2018 “Dissertational Science Price” of the Markenverband e.V.

ESCP Young Researcher Award

2023

Winner of the 22/23 ESCP Young Researcher Award

Research and expertise

News & events

Events

Events