Prof. Dr. Sebastian Ullrich

Behavioral marketing, consumer behavior, strategic brand management and social media.

Prof. Dr. Sebastian Ullrich is a professor of general business administration, especially sales management. He received his Ph.D. from the Justus Liebig University in Giessen, Germany, where he studied the effects of personalized websites on brand loyalty. He was a lecturer at the Giessen Academy of Administration and Economics. He worked at the renowned Institute for Brand and Communication Research, Giessen, and founded his research-based marketing and strategy consultancy.
His research interests include online communication, consumer reviews and corporate social responsibility. His work has been published in various academic journals and books and presented at international conferences. He is a reviewer for the European Marketing Academy, the European Advertising Academy and scientific journals.
In Schmalkalden, he is a member of the Faculty Council and represents the Faculty in the Central Research Commission, the Marketing Commission and the Senate.

Publications

Pham, L. V. T.; Barreda Tarrazona, R.; Ullrich, S. (2023): Influences of country-of-origin image and country norms on purchase intentions: perceptions of Spanish olive oil in Vietnam, European Marketing Academy Conference (EMAC), Odense.

Pham, L. V. T.; Ullrich, S.; Barreda Tarrazona, R. (2023): La influencia de la imagen del país de origen y de las normas del país de destino en la intención de compra para el aceite de oliva español en Vietnam, expoliva, Jaén.

Ullrich, S.; Dabija, D.-C.; Boeva, V. (2022): Analysis of the perceived price fairness of organic discount products, International Conference on Research in Advertising (ICORIA), Prag, Tschechien.

Redler, J.; Ullrich, S. (2021): Marketing klipp & klar, Springer Gabler Verlag.

Ullrich, S. (2020): Closing the green gap: Analysis of different options to increase the perceived price fairness and purchase intentions, Marketing from information to decision conference (MID), Cluj-Napoca, Rumänien.

Ullrich, S.; Maisch, M. (2019): Influencer Marketing on Instagram: Effects of Perceived Brand Love and Perceived Influencer Payment, Global Brand Conference (GBC), Berlin.

Brunner, C. B.; Ullrich, S.; De Oliveira, M. J. (2019): The most optimal way to deal with negative consumer review: Can positive brand and customer responses rebuild product purchase intentions?, Internet Research, Vol. 29, Nr. 1.

Liebetrau, J.; Basil, D.; Runté, M.; Ullrich, S. (2018): Toward a Valenced Model for Fit in Cause-Related Marketing, AMS World Marketing Conference, Porto, Portugal.

Smirnova, T.; Ullrich, S. (2017): Influencer Marketing To Counter Advertising Skepticism, Nachwuchswissenschaftlerkonferenz Mittweida.

Ullrich, S.; Brunner, C. B. (2017): Research avenues for brands‘ options to respond to negative consumer reviews, Consumer Behavior Conference, Schmalkalden.

Ullrich, S.; Esch, F.-R. (2016): Markenkommunikation im Internet, in: Esch, F.-R. (Hg): Handbuch Markenführung, Springer Verlag, Wiesbaden.

Brunner, C. B.; Ullrich, S.; Jungen, P.; Esch, F.-R. (2016): Impact of symbolic product design on brand evaluations, Journal of Product & Brand Management, Vol. 25, Nr. 3.

Brunner, C. B.; Esch, F-R.; Ullrich, S. (2016): Corporate Social Responsibility effektiv in der Markenkommunikation vermitteln, in: Langner, T.; Esch, F.-R.; Bruhn, M. (Hg.): Sozialtechniken der Kommunikation, Springer Verlag, Wiesbaden.

Ullrich, S.; Brunner, C. B. (2015): Negative Online Consumer Reviews: Effects of Different Response Options, Journal of Product & Brand Management, Vol. 24, Nr. 1.

Jungen, P.; Ullrich, S.; Brunner, C. B.; Esch, F.-R. (2015): Effects of Symbolic Product Design on Brand Evaluations, Global Brand Conference (GBC), Turku, Finnland.

Carrasco M., M.; Brunner, C. B.; Ullrich, S. (2015). Consumer Reactions towards Different Brand Self-Presentation Styles in Country of Origin Marketing Communications in the Food Market, Global Brand Conference (GBC), Turku, Finnland.

Brunner, C. B.; Ullrich, S. (2014): How to Deal with a Negative Online Consumer Review: Can Different Response Scenarios from Various Sources Rebuild Consumers’ Product Purchase Intentions?, Academy of Marketing Conference, Bournemouth, UK.

Ullrich, S.; Brunner, C. B. (2014): Negative Online Consumer Reviews – Effects of Different Response Options, Global Brand Conference (GBC), Hertfordshire, UK.

Ullrich, S.; Esch, F.-R. (2013): Wirkungen personalisierter Internetauftritte – Eine Untersuchung der direkten und indirekten Wirkungen der Personalisierung sowie des Einflussfaktors Datenschutzbedenken, in: Marketing ZFP – Journal of Research and Management, 35. Jg., Nr. 3, S. 217-232.

Ullrich, S.; Esch, F.-R. (2012): Personalized Web Sites and the Self Image, International Conference on Research in Advertising (ICORIA), Stockholm.

Ullrich, S.; Esch, F.-R. (2012): Personalized Web Sites as a Relationship Marketing Tool, European Marketing Academy Conference (EMAC), Lissabon.

Ullrich, S. (2012): Markenbindung durch personalisierte Internetauftritte. Dissertation, Reihe Marken- und Produktmanagement, Springer Gabler Verlag.

Esch, F.-R.; Ullrich, S. (2011): Neuromarketing – Fortschritt in der Marketingforschung, in: Wirtschaftsmagazin IHK Gießen-Friedberg, 12. Jg., Nr. 5, S. 46-47.

Esch, F.-R.; Langner, T.; Ullrich, S. (2009): Internetkommunikation, in: Bruhn, M.; Esch, F.-R.; Langner, T. (Hg.): Handbuch Kommunikation: Grundlagen, innovative Ansätze, praktische Umsetzungen, Gabler Verlag, Wiesbaden, S. 127-156.

Esch, F.-R.; Brunner, C.; Ullrich, S. (2009): Umsetzung der Integrierten Kommunikation, in: Bruhn, M.; Esch, F.-R.; Langner, T. (Hg.): Handbuch Kommunikation: Grundlagen, innovative Ansätze, praktische Umsetzungen, Gabler Verlag, Wiesbaden, S. 459-483.

Reviewer

2020 and 2022 Accreditation procedure at the Faculty of Business at FH Kiel
2021 Reviewer Academy of Marketing Science (AMS-Konferenz)
since 2015 Reviewer Journals of Product & Brand Management
since 2014 Reviewer European Marketing Academy (EMAC conferences)
since 2013 Reviewer European Advertising Academy (ICORIA conferences)

 

Modules

• Digital Marketing
• Strategic Brand Management
• Marketing A: Strategic Marketing and Brand Management
• Marketing B: Markenkommunikation
• Marketing C: Konsumentenpsychologie
• Marketing D: Current Topics in Marketing
• Marketing E: Marketing Project