Prof. Dr.
Anja Spilski
Professur für Marketingkommunikation und Marketing
Contact
Room
W2.4.02
Colloquium
Dienstag, 13:30 - 15:00 Uhr - nach vorheriger Anmeldung per Mail.
Phone
(07231) 28-6594Anja Spilski is Professor of Marketing Communication and Marketing at Pforzheim University. Her research focuses on the impact of marketing communication, which can be analyzed with the help of experimental research approaches (among other approaches). One focus is on the merging of marketing communication and consumer behavior processes. Current topics of her research are inter-brand communication, linguistic devices in marketing communication and the analysis of unethical consumer behavior.
After studying business administration, Anja Spilski worked as a research assistant at the European University Viadrina in Frankfurt (Oder) and Saarland University. She earned a doctoral degree at Saarland University researching the influence of fictional media content on the evaluation of advertising and brands. Anja Spilski completed her habilitation at Saarland University in the field of corporate mergers and acquisitions. Her research focused on the reactions of customers and consumers towards merged and acquired companies, as well as on starting points for how companies can communicate such serious corporate changes to consumers. In addition to her scientific qualification, Anja Spilski was employed at the Institute for Consumer and Behavioral Research working on numerous practical projects with large and medium-sized companies. She also advised medium-sized companies on brand management issues as a freelancer. Since her appointment at Pforzheim University, she represents various subjects on communication management and marketing communication.
Anja Spilski’s research focuses on inter-brand communication, i. e. co-operative and competitive communication between brands. Brands are thereby understood in the broadest sense — as manufacturer brands, retail brands, private brands, non-profit organizations, “human brands” and media brands. In the area of cooperative relationships, this concerns the communication of mergers and acquisitions, co-branding, co-advertising, celebrity endorsement or cause-related marketing. With regard to competitive communication, it refers to copycat advertising, advertising parodies, comparative advertising or negative reporting about brands by consumer advocate shows on TV or in digital channels. Effects of media context also play a major role here, arising from the fact that corporate communication measures are always embedded in a specific media context and their effects can therefore be influenced by the context.
A further research interest of Anja Spilski is the impact analysis of linguistic devices of communication measures, especially the effect of metaphors. For example, media often report corporate takeovers as a “battle,” “war” or “fight,” while on the other hand the metaphors “wedding” or “marriage” are frequently found for mergers. Whether such figurative representations of economic phenomena in these or other areas can influence consumers’ brand images is the subject of her experimental studies.
Anja Spilski’s work also deals with issues of unethical consumer behavior. The focus here is on behaviors which are often regarded as “peccadilloes”, such as the return of faultless but used goods or the purchase of counterfeit products and brands. Such consumer behavior can cause considerable economic damage. Here, too, the question arises as to which starting points (including communication) are conceivable in order to avoid such behavior.
Marketing Communications , consumer behavior research , Brand Strategies , Brand Cooperations
2021 - Habilitation, Business Administration
Universität des Saarlandes
Germany
2010 - Dr. rer. oec., Business Administration
Universität des Saarlandes
Germany
2003 - Diplom (University), Business Administration
Europa-Universität Viadrina
Germany
2022
Paul. H. Repplinger-Ehrenpreis für die Habilitationsschrift
2018
Best Paper Award at the South East Region Meeting of the American Accounting Academy
2012
Preis der Förderer des Instituts für Empirische Wirtschaftsforschung
2011
Dr. Eduard Martin-Preis
2003
Hans N. Weiler-Stipendium
Journal article
SPILSKI, A. (2023). Gestaltung von Kommunikation - Möglichkeiten der Kreation als Einführung in den Themenschwerpunkt dieser Ausgabe. transfer - Zeitschrift für Kommunikation und Markenmanagement, 69 (2), 23-29.
GRÖPPEL-KLEIN, A., KIRSCH, K.-M., SPILSKI, A. (2021). (Hedonic) Shopping Will Find a Way: The COVID-19 Pandemic and its Impact on Consumer Behavior. Marketing ZFP - Journal of Research and Management, 43 (1-2), 96-109. doi:10.15358/0344-1369-2021-1-2-95.
SPILSKI, A. (2021). Formen, Wirkungen und Perspektiven kooperativer Markenkommunikation. transfer - Zeitschrift für Kommunikation und Markenmanagement, 67 (4), 20-27.
GRÖPPEL-KLEIN, A., FRANKE, C., SPILSKI, A. (2020). Do Sustainability Labels Reinforce Health Claims - And Vice Versa? Marketing ZFP - Journal of Research and Management, 42 (2), 3-18. doi:10.15358/0344-1369-2020-2-3.
SPILSKI, A., GRÖPPEL-KLEIN, A., GIERL, H. (2018). Avoiding Pitfalls in Experimental Research in Marketing. Marketing ZFP - Journal of Research and Management, 40 (2), 58-94. doi:10.15358/0344-1369-2018-2-58.
SPILSKI, A., GROEPPEL-KLEIN, A., JUNGFLEISCH, H., BSDUREK, A. (2017). Unethical product returning as a function of consumers' experienced psychological distance. Advances in Consumer Research, 45 (1), 896-897.
GROEPPEL-KLEIN, A., HELFGEN, J., SPILSKI, A., SCHREIBER, L. (2017). The impact of age stereotypes on elderly consumers’ self-efficacy and cognitive performance. Journal of Strategic Marketing, 25 (3), 211-225. doi:10.1080/0965254X.2017.1299787.
GRÖPPEL-KLEIN, A., SPILSKI, A. (2016). Zwischen Passung und Distanz. Markenartikel, 77 (3), 26-29.
SPILSKI, A., GROEPPEL-KLEIN, A. (2015). An Integrative View on Target-Brand Customers’ Reactions to Different M&A Brand-Name Strategies. Advances in Consumer Research, 43 (1), 694-695.
GROEPPEL-KLEIN, A., HELFGEN, J., SPILSKI, A. (2015). “Self-Fulfilling Prophecies” – the Impact of Age Stereotypes and Patronizing Speech on Consumers’ Cognitive Performance. Advances in Consumer Research, 43 (1), 545-545.
GRÖPPEL-KLEIN, A., SPILSKI, A., LEICK, S., SPINATH, F. M. (2014). Werbeunterbrechungen im angsterregenden Medienkontext. Marketing ZFP - Journal of Research and Management, 36 (4), 221-239. doi:10.15358/0344-1369_2014_4_221.
SPILSKI, A., GRÖPPEL-KLEIN, A., HAGNER, F. (2012). Die Ansprache von Materialismus in der Werbung für Finanzdienstleistungsunternehmen. Marketing ZFP - Journal of Research and Management, 34 (2), 92-109. doi:10.15358/0344-1369-2012-2-92.
SPILSKI, A., GROEPPEL-KLEIN, A. (2008). The Persistence of Fictional Character Images Beyond the Program and Their Use in Celebrity Endorsement: Experimental Results From a Media Context Perspective. Advances in Consumer Research, 35 (1), 868-870.
Book/Monograph/Ebook
SPILSKI, A. (2011). Werbecharaktere im Umfeld fiktionaler Medienwelten. Eine Analyse der Übertragbarkeit fiktionaler Bedeutungen auf die Werbung (1st ed.). Wiesbaden: Gabler Verlag.
Chapter in Book
GRÖPPEL-KLEIN, A., SPILSKI, A. (2020). Dienstag bestellt, Donnerstag geliefert, Samstag getragen, Montag retour – Unmoralisches Verhalten von Konsumenten (1 ed.). In Ludger Heidbrink, Andrea Gröppel-Klein (Eds.), Die dunklen Seiten des Konsums. Alte Probleme, neue Herausforderungen (pp. 69-90). Baden-Baden: Nomos.
GRÖPPEL-KLEIN, A., SPILSKI, A. (2019). Verhaltenswissenschaftliche Grundlagen zur Markenführung (1 ed.). In Franz-Rudolf Esch (Ed.), Handbuch Markenführung (pp. 43-69). Wiesbaden: Springer Gabler.
SPILSKI, A., GRÖPPEL-KLEIN, A. (2015). Markenintegrationsstrategien im Rahmen von Mergers & Acquisitions: Forschungsstand aus Kunden- und Konsumentensicht (1 ed.). In Jutta Wollersheim, Isabell Welpe (Eds.), Forum Mergers & Acquisitions 2014 (pp. 285-309). Wiesbaden: Gabler Verlag.
GRÖPPEL-KLEIN, A., SPILSKI, A. (2009). Grimmsche Märchenfiguren und Archetypen in der Werbung (1 ed.). In Harm-Peer Zimmermann (Ed.), Zwischen Identität und Image - Die Popularität der Brüder Grimm und ihrer Märchen in Hessen (pp. 506-529). Marburg: Jonas Verlag.
GRÖPPEL-KLEIN, A., SPILSKI, A. (2009). Die Relevanz fiktionaler Medienwelten für das Marketing (1 ed.). In Andrea Gröppel-Klein, Class Christian Germelmann (Eds.), Medien im Marketing: Optionen der Unternehmenskommunikation (pp. 97-129). Gabler.
GRÖPPEL-KLEIN, A., SPILSKI, A. (2006). Ist normal originell? Die Wirkung authentischer Werbemodels (1 ed.). In Andreas Strebinger, Wolfgang Mayerhofer, Helmut Kurz (Eds.), Werbe- und Markenforschung. Meilensteine - State of the Art - Perspektiven (pp. 277-306). Gabler.
Article in Proceedings
MÜLLER, C., FASTOSO, F., SPILSKI, A. (2023). What drives perceived brand luxury with Gen Z? An exploratory study of German consumers. Conference of the Global Alliance of Marketing & Management Organizations (GAMMA), Seoul 2023.
DRESSLER, E., SPILSKI, A., GRÖPPEL-KLEIN, A., GREFF, T. (2022). When a Robot Asks for Help: The Impact of a Healthcare Robot Admitting a Weakness on Caregivers´ and Patients´ Intention to Use It. EMAC 2022 Annual Conference. Proceedings der European Marketing Academy Conference (EMAC).
SPILSKI, A., GRÖPPEL-KLEIN, A., ENGBARTH, P., RAU, A. (2020). Ad-context Congruence Effects Revisited: The Interplay of Online Content, Contextual Targeting Ads, and Retargeting Ads. EMAC 2020 Annual Conference. Proceedings der European Marketing Academy Conference (EMAC).
SPILSKI, A., BOESEN, L., GRÖPPEL-KLEIN, A. (2019). A double-edged sword? The role of consumer advocate television shows (CATS) in enhancing consumer performance and biasing brand attitudes. EMAC 2019 Annual Conference. Proceedings der European Marketing Academy Conference (EMAC).
RAPP, D., HASSLINGER, M., SPILSKI, A., OLBRICH, M., FOLLERT, F. (2018). Diversity Issues in Accounting Research: A Content Analysis of AAA Annual Meetings. Proceedings of the 2018 Southeast Region Meeting of the AAA.
SPILSKI, A., GROEPPEL-KLEIN, A., SOLIMAN, M., SCHAEFER, J. (2017). Indirect questioning as an instrument to obtain consumers´ (un)ethical responses in experiments: A comparison with behavioural data. EMAC 2017 Annual Conference. Proceedings der European Marketing Academy Conference (EMAC).
GROEPPEL-KLEIN, A., SCHAEFER, J., SPILSKI, A. (2016). Determinants of unethical consumer behaviour: The role of consumer personality, perceived risk and firm´s misbehaviour. EMAC 2016 Annual Conference. Proceedings der European Marketing Academy Conference (EMAC).
GROEPPEL-KLEIN, A., LINDEN, T., WEINS, C., SPILSKI, A. (2014). Stereotypes, cognitive performance, and implicit discrimination of elderly consumers. EMAC 2014 Annual Conference. Proceedings der European Marketing Academy Conference (EMAC).
SPILSKI, A., GROEPPEL-KLEIN, A., RODNER, C. (2013). The social context of fakes: How do the owners of genuine luxury goods perceive the proliferation of counterfeits?. EMAC 2013 Annual Conference. Proceedings der European Marketing Academy Conference (EMAC).
SPILSKI, A., GROEPPEL-KLEIN, A., HAGNER, F. (2012). "Materialistic, but at least honest": Ways of addressing materialism in advertising. EMAC 2012 Annual Conference. Proceedings der European Marketing Academy Conference (EMAC).
SPILSKI, A., GROEPPEL-KLEIN, A. (2011). Credibility of functinal food brands: the interaction of brand name familiarity and retail category. EMAC 2011 Annual Conference. Proceedings der European Marketing Academy Conference (EMAC).
SPILSKI, A., GROEPPEL-KLEIN, A. (2008). When celebrity endorsers act in their fictional stage characters: The impact of congruent and non-congruent media contexts on advertising effectiveness. European Advances in Consumer Research, Vol. 8 (pp. 115-117). Association for Consumer Research.
Leader of a project in cooperation with a company; the project length is typically not less than one semester but could be limited to one semester
2023 - 2024
Kampagnenkonzept für die Feuerwehr Niefern-Öschelbronn unter dem Dach der Gemeinde Niefern-Öschelbronn
Germany
2023
Kommunikationskonzept für eine Bank
Germany
2022 - 2023
Gamification-Konzept für einen Hersteller von Exoskeletten
Germany
2022 - 2023
Awareness-Konzept für die Sportart Basketball im Nachwuchsbereich, Markendesign für einen Basketballverein
Germany
2022
Nachhaltigkeitskommunikation, Social-Media-Content und Markendesign für einen Hersteller nachhaltiger Taschen und Accessoires
Germany
2021 - 2022
Praxisprojekt mit dem Unternehmen "Rapid Shape GmbH"
Germany
2021 - 2022
Markendesign, Website- und Social-Media-Konzept für den Verein Eierstockkrebs Deutschland e.V.
Germany
2021 - 2022
Awareness-Strategie und Nachhaltigkeitskommunikation für einen Lettershop
Germany
Program Director
since 2023
Leitung des Studiengangs "BW/Marketingkommunikation und Werbung"
Germany
Member of a jury
since 2023
Mitglied der Jury des Bundesverbands deutscher Markt- und Sozialforscher (BVM) zur Verleihung des "Innovationspreises"
Germany
Academic association membership
since 2023
Deutsche Werbewissenschaftliche Gesellschaft e.V.
Germany
since 2022
Mitglied in der Forschungsgruppe "Konsum & Verhalten"
Germany
2015 - 2024
Mitglied im Verband der Hoschschullehrerinnen und Hochschullehrer für Betriebswirtschaft e.V.
Germany
Guest Editor
2022 - 2023
Gasteditorin der Ausgabe "Gestaltung von Kommunikation" der transfer - Zeitschrift für Kommunikation und Markenmanagement" (02/2023)
Germany
Member of a Program Committee
since 2021
Mitglied in der Studienkommission "Creative Communication and Brand Management (M.A.)"
Germany
since 2021
Mitglied in der Studienkommission "BW/Marketingkommunikation und Werbung"
Germany