Andrea Giuffredi-Kähr is an Assistant Professor of Marketing in the Digital Economy at the Department of Business Administration. Her research expertise lies in branding and consumer behavior, where she examines brand management and consumer-brand relationships in our hyperconnected, digital world. Her research highlights the transformative influence of digitalization on marketing strategies, while exploring current themes like transparency in online retail, the dynamics of influencer marketing, and innovative strategies for fostering sustainable behavioral change.

Andrea has published her research in the Journal of Marketing, the Journal of the Association of Consumer Research, the Journal of Interactive Marketing and presented her research at international conferences such as conferences of the Jay H. Baker Retailing Center, Wharton School of Business, the American Marketing Association (AMA), and the Institute for Brands and Brand Relationships (IBBR).

Prior to joining the University of Zurich, she worked as a post-doctoral researcher at the Marketing Department at the University of Bern where she received her PhD in 2017.