Prof. Dr. Oliver Emrich



Raum 01 - 216
Jakob-Welder-Weg 9 (ReWi I)

Tel: +49 (0)6131-39-23761
Fax:+49 (0)6131-39-23766


Sprechzeiten: Di, 14-16 Uhr oder
nach Vereinbarung, Voranmeldung erforderlich


Ausgewählte Publikationen:

Herhausen, D., Emrich, O., Grewal, D., Kipfelsberger, P., & Schoegel, M. (2020): „Face Forward: How Employees’ Digital Presence on Service Websites Affects Customer Perceptions of Website and Employee Service Quality.” in: Journal of Marketing Research, forthcoming.

Herhausen, D., Kleinlercher, K., Verhoef, P. C., Emrich, O., & Rudolph, T. (2019): “Loyalty Formation for Different Customer Journey Segments.” in: Journal of Retailing95(3), 9-29.

Broekhuizen, T. L. J., Emrich, O., Gijsenberg, M. J., Broekhuis, M., Donkers, B., & Sloot, L. M. (2019): “Digital Platform Openness: Drivers, Dimensions and Outcomes.“ in: Journal of Business Research.

Kleinlercher, K., Emrich, O., Herhausen, D., Verhoef, P. C., & Rudolph, T. (2018): “Websites as Information Hubs: How Informational Channel Integration and Shopping Benefit Density Interact in Steering Customers to the Physical Store.” in: Journal of the Association for Consumer Research3(3), 330-342.

*John, L. K., Emrich, O., Gupta, S., and Norton, M. I. (2017): “Does 'Liking' Lead to Loving?
The Impact of Joining a Brand's Social Network on Marketing Outcomes.” in: Journal of Marketing Research (JMR), 54(1) (February 2017): 144-155.

*Finalist for the American Marketing Association’s Paul E. Green Award for the article with the most potential to contribute significantly to marketing research practice.

John, L. K., Mochon, D., Emrich, O., and Schwartz, J. (2017): "What's the Value of a Like? Social Media Endorsements Don't Work the Way You Might Think.” in: Harvard Business Review 95(2), (March-April 2017), 108-115.

Emrich, O. and Verhoef, P. C. (2015): “The Impact of a Homogenous Versus a Prototypical Web Design on Online Retail Patronage for Multichannel Providers” in: International Journal of Research in Marketing, 32(4), 363-374.

Emrich, O., Paul, M., and Rudolph, T. (2015): “Shopping Benefits of Multichannel Assortment Integration and the Moderating Role of Retailer Type” in: Journal of Retailing, Special Issue on Multi-Channel Retailing, 91(2), 326-342.

Evanschitzky, H., Emrich, O., Sangtani, V., Ackfeldt, A.-L., Arnold, M. J., and Reynolds, K. E. (2014): “Hedonic Shopping Motivations in Collectivistic and Individualistic Consumer Cultures” in: International Journal of Research in Marketing, 31(3), 335-338.