Display:
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

Field of Expertise
Marketing Strategy
Advertising Effectiveness
Brand Management
Empirical Modeling of Marketing Effectiveness
Sustainable Development Goals
/12.Responsible%20Consumption%20and%20Production /13.Climate%20Action

News & events

Events

Financial Institutions and Corporate Finance

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

READ MORE

Events

Women’s Health as an Economic and Innovation Frontier

26 Mar 2026
05.00 pm - 08.00 pm

READ MORE

Best Thesis Award

2010

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

University of Maastricht

Dissertational Science Price

2018

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

Markenverband E.V.

ESCP Young Researcher Award

2023

Winner of the 22/23 ESCP Young Researcher Award

ESCP

Research and expertise

Field of Expertise
Marketing Strategy
Advertising Effectiveness
Brand Management
Empirical Modeling of Marketing Effectiveness
Sustainable Development Goals
/12.Responsible%20Consumption%20and%20Production /13.Climate%20Action

News & events

Events

Financial Institutions and Corporate Finance

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

READ MORE

Events

Women’s Health as an Economic and Innovation Frontier

26 Mar 2026
05.00 pm - 08.00 pm

READ MORE

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