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Andrea Giuffredi-Kähr is an Assistant Professor in the Department of Business Administration at the University of Zurich. Her research expertise focuses on branding and consumer behavior, particularly in examining brand management and consumer-brand relationships in a hyperconnected, digital world. Her work highlights the transformative influence of digitalization on marketing strategies, exploring contemporary themes such as transparency in online retail, the dynamics of influencer marketing, and innovative strategies that foster sustainable behavioral change. Andrea has published her research in prestigious journals including the Journal of Marketing, Journal of the Association for Consumer Research, and the Journal of Interactive Marketing. Additionally, she has presented her research at international conferences, including events at the Jay H. Baker Retailing Center, Wharton School of Business, and American Marketing Association (AMA), as well as the Institute for Brands and Brand Relationships (IBBR). Prior to joining the University of Zurich, she worked as a post-doctoral researcher in the Marketing Department at the University of Bern, where she earned her PhD in 2017.
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