Scientific Career

Martin Eisend is Professor of Marketing at the University of Vienna, Austria, and Adjunct Professor of Marketing at Copenhagen Business School, Denmark. Before joining the University of Vienna, he was a professor at the European University Viadrina, Germany, and he was an assistant professor at Free University Berlin, Germany, where he received his PhD in 2003. He has worked as a visiting scholar/professor at Columbia University in New York, University of Antwerp, University of Amsterdam, Macquarie University in Sydney and at WU Vienna.

Professor Eisend's research and teaching interests focus on marketing communication and advertising. He is not only interested in the entrepreneurial relevance of these areas, but also in their social significance. He has published over 100 articles in peer-reviewed journals. He is considered an international expert in meta-analytic methods and has offered meta-analysis workshops at universities all over the world. He was the president of the European Advertising Academy (EAA) from 2018 to 2021, Vice President of the American Advertising Academy (AAA) from 2022 to 2023, and the European University Viadrina’s Vice President for Research, Young Scientists, Entrepreneurship and Transfer from 2018 to 2023.

Research Interests

• Marketing Communication Effectiveness
• Advertising and Society
• Meta-analysis

Main Awards

2023: Best Paper International Journal of Advertising

2023: Best Paper Journal of Advertising

2023: John E. Hunter Meta-Analysis Research Program Award by the International Communication Association

2020: John E. Hunter Meta-Analysis Award by the International Communication Association

2019: Best Paper International Journal of Advertising

2018: Best Marketing Research Article Award of the Spanish Association of Academic and Professional Marketing (AEMARK)

2017: S. Tamer Cavusgil Award, Journal of International Marketing

2016: Best Paper Journal of Advertising

2015: Best Paper Journal of Advertising

Selected Publications

Peng, Chenming, Martin Eisend, Diandian Xiang, Zengxiang Chen, & Hong Zhao, A Meta-Analysis of Corporate Social Responsibility Effects: The Role of Stakeholder Type and Country Factors, International Journal of Research in Marketing (forthcoming)

Cenophat, Sadrac, Martin Eisend, Tomas Bayon, & Alexander Haas (2024), The Role of Customer Relationship Vulnerability in Service Recovery, Journal of Service Research, 27 (2), 283-301.

Eisend, Martin, Gratiana Pol, Dominika Niewiadomska, Joseph Riley, Rick Wedgeworth (2024), How Much Have We Learned About Consumer Research? A Meta-Meta-Analysis, Journal of Consumer Research, 51 (1), 180-190.

Biswas, Dipayan, Patrick Hartmann, Martin Eisend, Courtney Szocs, Bruna Jochims, Vanessa Apaolaza, Erik Hermann, Cristina M. López, & Adilson Borges (2023), Caffeine’s Effects on Consumer Spending, Journal of Marketing, 87 (2), 149-167.

Eisend, Martin & Farid Tarrahi (2022), Persuasion Knowledge in the Marketplace: A Meta-Analysis, Journal of Consumer Psychology, 32 (1), 3-22.

Bergkvist, Lars & Martin Eisend (2021), The Dynamic Nature of Marketing Constructs, Journal of the Academy of Marketing Science, 49 (3), 521-541.

Eisend, Martin & Erik Hermann (2020), Sexual Orientation and Consumption: Why and When Do Homosexuals and Heterosexuals Consume Differently?, International Journal of Research in Marketing, 37 (4), 678-696.

Okazaki, Shintaro, Martin Eisend, Kirk Plangger, Ko de Ruyter, & Dhruv Grewal (2020), Under-standing the Strategic Consequences of Customer Privacy Concerns: A Meta-Analytic Review, Journal of Retailing, 96 (4), 458-473.

Rosengren, Sara, Martin Eisend, Scott Koslow, & Micael Dahlén (2020), A Meta-Analysis of When and How Advertising Creativity Works, Journal of Marketing, 84 (6), 39-56.

Eisend, Martin (2019), Explaining Digital Piracy: A Meta-Analysis, Information Systems Research, 30 (2), 636-664.

Eisend, Martin, Heiner Evanschitzky, & Dave Gilliland (2016), The Influence of Organizational and National Culture on New Product Performance, Journal of Product Innovation Management, 33 (3), 260–276.

Tarrahi, Farid, Martin Eisend, & Florian Dost (2016), A Meta-Analysis of Price Change Fairness Perceptions, International Journal of Research in Marketing, 33 (1), 199-203.

Eisend, Martin (2015), Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research, Journal of Marketing, 79 (May), 23-40.

Eisend, Martin (2014), Shelf Space Elasticity: A Meta-Analysis, Journal of Retailing, 90 (2), 168-181.

Eisend, Martin & Susanne Schmidt (2014), The Influence of Knowledge-based Resources and Business Scholars' Internationalization Strategies on Research Performance, Research Policy, 43 (1), 48-59.

Eisend, Martin & Farid Tarrahi (2014), Meta-Analysis Selection Bias in Marketing Research, International Journal of Research in Marketing, 31 (3), 317-326.

Pick, Doreén & Martin Eisend (2014), Buyers’ Perceived Switching Costs and Switching: A Meta-Analytic Assessment of Their Antecedents, Journal of the Academy of Marketing Science, 42 (2), 186-204.

Evanschitzky, Heiner, Martin Eisend, Roger Calantone, & Yuanyuan Jiang (2012), Success Factors of Product Innovation: An Updated Meta-Analysis, Journal of Product Innovation Management, 29 (S1), 21-37.

Eisend, Martin & Franziska Küster (2011) The Effectiveness of Publicity Versus Advertising: A Meta-Analytic Investigation of Its Moderators, Journal of the Academy of Marketing Science, 39 (6), 906-921.

Eisend, Martin (2010), A Meta-Analysis of Gender Roles in Advertising, Journal of the Academy of Marketing Science, 38 (4), 418-440.

Eisend, Martin (2009), A Meta-Analysis of Humor in Advertising, Journal of the Academy of Marketing Science, 37 (2), 191-203.

Eisend, Martin (2006), Two-sided Advertising: A Meta-Analysis, International Journal of Research in Marketing, 23 (2), 187-198.