© University of Augsburg

The Chair for Value Based Marketing addresses relevant issues in research and teaching in the fields of value based marketing, services marketing, and new media & omnichannel management. Together with our partners in research and practice, we conduct empirical studies using a wide range of empirical designs and sophisticated data analysis methods. We strive for combining rigor with managerial and societal relevance.

April 28, 2020

Follow us on Facebook

Our Facebook page provides you with information about the chair’s activities, events, guest talks, publications and shares interesting content with you that is directly related to our main research and teaching areas.

June 10, 2020

Markus Gahler successfully defended his dissertation

On May 29, 2020, Markus Gahler successfully defended his PhD thesis to earn his doctoral degree. His dissertation is entitled “Customer Experience: Konzeptualisierung und Entwicklung einer text-basierten und grafischen Skala”. The chair congratulates Markus Gahler for this accomplishment! Many thanks also to the dissertation committee members Prof. Dr. Paul, Prof. Dr. Veit, and Prof. Dr. Warning for their work and highly valuable input.

April 28, 2020

Presentation dates for GBM projects in summer term 2020

The presentations for GBM projects, which are supervised by the Chair for Value Based Marketing, will take place on May 14, 2020, at 10 am and on July 14, 2020, at 10 am in a Zoom meeting. A registration is obligatory. Please contact Katharina Saborowski for registration or further questions. The registration deadline ends on May 8, 2020, and on July 8, 2020, respectively. Please send your final project report to Katharina Saborowski until the mentioned dates.

Feb. 19, 2020

Research paper by Andreas Lechner accepted for publication in Journal of Service Research

Bringing Service Interactions Into Focus: Prevention- Versus Promotion-Focused Customers’ Sensitivity to Employee Display Authenticity” authored by our research fellow and former colleague Andreas Lechner and Frank Mathmann (Queensland University of Technology, AUS) has been accepted for publication in the Journal of Service Research (Jourqual: A).


The team and associates of the Chair for Value Based Marketing.


Our chair provides students with a range of bachelor and master courses and supervises theses on all marketing-relevant topics.


The chair's main research areas involve value based marketing, services marketing, and new media & omnichannel management.

Pittsburgh Exchange Program

The exchange program with Joseph M. Katz Graduate School of Business at the University of Pittsburgh, as one of the top 50 business schools in the US, is an excellent opportunity to enrich the studies at the University of Augsburg.

AUX Marketing Tag

The Augsburger Marketing Tag brings together practitioners and researchers to exchange views on future-oriented topics and to develop new ideas for successful marketing.


The chair cooperates with profit and non-profit organizations in research (e.g., knowledge exchange), teaching (e.g., guest lectures), and talent recruitment (e.g., workshops).


Press information, including press coverage of the chair's research activities and downloadable press material.


Postal address:

University of Augsburg
Facultiy of Business and Economics
Chair for Value Based Marketing

Universitätsstr. 16
D-86159 Augsburg

Phone: +49 821 598 -4247 (Office Management)

Fax: +49 821 598 -4242

E-Mail: karin.gall@wiwi.uni-augsburg.de (Office Management)


Building: J

© University of Augsburg