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Assistant professor

Franziska Krause

Assistant professor of marketing & customer insight

Research focus

  • Marketing
  • Entrepreneurship
  • Innovation
  • Consumer Behavior

Curriculum Vitae

Professor Dr Franziska Krause is Assistant Professor for Customer and Brand Experience at EBS Universität. She joined EBS Business School in 2018 and currently teaches undergraduate and graduate courses on Consumer Behavior, Market Research, and Research Methods.

Professor Dr Franziska Krause has received her Doctoral Degree from Vienna University of Business and Economics (WU Wien) at the Institute for Entrepreneurship and Innovation. She received recognition for her dissertation with a Stephan Koren Award, and Franziska Krause has been awarded as Young Researcher of the Year 2018 by the Marketing Associations of Germany (BVM), Austria (VMÖ), and Switzerland (SWISS INSIGHTS).

Publications


  • KRAUSE, F., FRANKE, N. (2023). Understanding Consumer Self-Design Abandonment: A Dynamic Perspective. Journal of Marketing, 002224292311839. doi:10.1177/00222429231183977.
  • KRAUSE, F., GÖRGEN, J., DE BELLIS, E., FRANKE, N., BURGHARTZ, P., KLANNER, I.-M., HÄUBL, G. (2023). One-of-a-kind products: Leveraging strict uniqueness in mass customization. International Journal of Research in Marketing, 40 (4), 823-840. doi:10.1016/j.ijresmar.2023.04.002.
  • KRAUSE, F., THOMAS, T., ESCH, F.-R. (2020). As if the Product is Already Mine: How Augmented Reality Improves Product Presentation. transfer – Zeitschrift für Kommunikation und Markenmanagement.


  • KRICK, J., KRAUSE, F., HENKEL, S. (2022). Nothing Matters but You - Seeing Your Own Face in Advertising. American Marketing Association (AMA) - Annual Conference.
  • KRICK, J., KRAUSE, F., HENKEL, S., BISWAS, D. (2022). Endorsed by the Own Face - Confronting Consumers with Their Own Face in Advertising. Association for Consumer Research (ACR).
  • SPÖRL-WANG, K., HENKEL, S., KRAUSE, F. (2022). A Meta Analysis of Drivers and Predictors of Social Media Influencer Effectiveness. American marketing Association (AMA) - Annual Conference.
  • ALT, T., KRAUSE, F., ESCH, F.-R. (2021). As if the Product is Already Mine: Testing the Effectiveness of Product Presentation via Augmented Reality versus Website and Real World. Academy of Marketing Science (AMS).
  • KRAUSE, F., PITZ, J., ESCH, F.-R. (2020). Exploring the Field of Customer Brand Engagement: How Do Consumers' Perceptions of Digital Brand Interactions Influence Their Behavior Towards the Brand?. American Marketing Association (AMA).
  • KRAUSE, F., BURGHARZ, P., DE BELLIS, E., FRANKE, N., KLANNER, I., HAEUBL, G. (2020). You're One in a Million: Strict Uniqueness of Mass-Customized Products. European Marketing Academy (EMAC).
  • KRAUSE, F., BURGHARZ, P., DE BELLIS, E., FRANKE, N., KLANNER, I., HAEUBL, G. (2019). Being and Staying the Only One: Creating Value through Uniqueness in Mass Customization. Association for Consumer Research (ACR).
  • KRAUSE, F., BURGHARZ, P., DE BELLIS, E., FRANKE, N., KLANNER, I., HAEUBL, G. (2019). How Feedback on Current and Future Product Uniqueness Creates Customer Value in Mass Customization. Marketing Trend Conference.
  • KRAUSE, F., THOMAS, T., ESCH, F.-R. (2019). How Augmented Reality Improves the Digital Product Presentation. Marketing Trends Conference.
  • KRAUSE, F., BURGHARZ, P., DE BELLIS, E., FRANKE, N., KLANNER, I., HAEUBL, G. (2019). Feedback on Current and Future Product Uniqueness Creates Customer Value. La Londe Conference.
  • METZ, F., BISWAS, D., SZOCS, C. (2018). Ambient Lightning, Gender, and Creativity. Association for Consumer Research (ACR): USA, Asia, Pacific, Europe.
  • METZ, F. (2017). The Journey and the Reward: A Longitudinal Study of Value Generation During Self-Designing. Product Development and Management Association Conference (PDMA).
  • METZ, F., FRANKE, N., MOREAU, P. (2017). A Demonstration and Explanation of the "Swoosh Effect". Open and User Innovation Conference.
  • METZ, F., FRANKE, N., MOREAU, P. (2017). Value Development During the Self-Design Process. American Marketing Assocation (AMA) Annual Conference.
  • METZ, F., FRANKE, N., MOREAU, P. (2015). The Process of Self-Designing and the Generation of Value. Open and User Innovation Conference.
  • METZ, F., FRANKE, N., MOREAU, P. (2014). A Longitudinal Study of Value Generated by Toolkits for User Innovation and Design. Open and User Innovation Conference.


  • KRAUSE, F., FRANKE, N. (2021). Lost in Customization: Preference Insight, Affect, and the Abandonment of Self-Design Processes. Marketing Science Institute.


  • METZ, F. (2017). The Journey and the Reward: A Longitudinal Study of Value Generation in Mass Customization Toolkits.

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