Dr Stefan Bernritter

Staff details

Position Senior Lecturer in Marketing
Email s.bernritter (@gold.ac.uk)
Phone +44 (0)20 296 4220
Dr Stefan Bernritter

Stefan Bernritter joined the Institute of Management Studies in September 2018 as a Senior Lecturer in Marketing. Before joining the IMS, he worked as an Assistant Professor of Marketing Communication at the University of Amsterdam. Stefan holds a BSc in Communication Science from Radboud University Nijmegen, The Netherlands, an MSc in Communication Science and an MScRes in Behavioural Science from the same University. He holds a PhD in Marketing Communication from the University of Amsterdam.

Stefan’s research mainly focusses on consumer-brand interactions in a digital and mobile world with a particular focus on social media marketing and mobile marketing. He is fascinated by the phenomenon that consumers tend to use brands – on- and offline – to manage, construct, and signal their identity (e.g., by means of engaging with brands on social media). In this line of work, he is investigating the antecedents and consequences of this behaviour from both the perspective of the consumer and the brand.

In his work on mobile marketing, Stefan focuses on topics such as location-based mobile marketing, which allows brands to target consumers on their mobiles tailored to their location and behavioural patterns (e.g., earlier purchases and loyalty), hyper-targeting, and the role of advertising in consumers’ app adoption and subsequent app usage.

Stefan’s work has been published in leading journals such as International Journal of Research in Marketing, Journal of Interactive Marketing, Journal of Experimental Social Psychology, Journal of Business Research, European Journal of Marketing, and International Journal of Advertising. It also has been recognized by several awards from the European Advertising Academy, the International Communication Association, the International Journal of Advertising, and The Dutch-Flemish Communication Association.

Research Interests

  • Mobile Marketing
  • Social Media Marketing
  • Digital Consumption
  • Online Advertising
  • Branding

Publications

Article

Seeing the wood for the trees: How machine learning can help firms in identifying relevant electronic word-of-mouth in social media
Vermeer, Susan A.M.; Araujo, Theo; Bernritter, Stefan F. and van Noort, Guda. 2019. Seeing the wood for the trees: How machine learning can help firms in identifying relevant electronic word-of-mouth in social media. International Journal of Research in Marketing, ISSN 0167-8116

How advertising in offline media drives reach of and engagement with brands on Facebook
Voorveld, Hilde A. M.; Araujo, Theo; Bernritter, Stefan F.; Rietberg, Edwin and Vliegenthart, Rens. 2018. How advertising in offline media drives reach of and engagement with brands on Facebook. International Journal of Advertising, 35(5), pp. 785-805. ISSN 0265-0487

“Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice
Ketelaar, Paul E.; Bernritter, Stefan F.; van Woudenberg, Thabo J.; Rozendaal, Esther; Konig, Ruben P.; Hühn, Arief Ernst; Van Gisbergen, Marnix S. and Janssen, Loes. 2018. “Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice. Journal of Business Research, 91, pp. 277-285. ISSN 0148-2963

Too good to be true: the role of online reviews' features in probability to buy
Maslowska, Ewa; Malthouse, Edward C. and Bernritter, Stefan F.. 2017. Too good to be true: the role of online reviews' features in probability to buy. International Journal of Advertising, 36(1), pp. 142-163. ISSN 0265-0487

Disentangling location-based advertising: the effects of location congruency and medium type on consumers' ad attention and brand choice
Ketelaar, Paul E.; Bernritter, Stefan F.; van't Riet, Jonathan; Hühn, Arief Ernst; van Woudenberg, Thabo J.; Müller, Barbara C. N. and Janssen, Loes. 2017. Disentangling location-based advertising: the effects of location congruency and medium type on consumers' ad attention and brand choice. International Journal of Advertising, 36(2), pp. 356-367. ISSN 0265-0487

‘We’ are more likely to endorse than ‘I’: the effects of self-construal and brand symbolism on consumers’ online brand endorsements
Bernritter, Stefan F.; Loermans, Annemijn C.; Verlegh, Peeter W.J. and Smit, Edith G.. 2017. ‘We’ are more likely to endorse than ‘I’: the effects of self-construal and brand symbolism on consumers’ online brand endorsements. International Journal of Advertising, 36(1), pp. 107-120. ISSN 0265-0487

Self-persuasion as marketing technique: the role of consumers’ involvement
Bernritter, Stefan F.; van Ooijen, Iris and Müller, Barbara C.N.. 2017. Self-persuasion as marketing technique: the role of consumers’ involvement. European Journal of Marketing, 51(5/6), pp. 1075-1090. ISSN 0309-0566

Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism
Bernritter, Stefan F.; Verlegh, Peeter W.J. and Smit, Edith G.. 2016. Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism. Journal of Interactive Marketing, 33, pp. 27-42. ISSN 1094-9968

Warning: You are being primed! The effect of a warning on the impact of subliminal ads
Verwijmeren, Thijs; Karremans, Johan C.; Bernritter, Stefan F.; Stroebe, Wolfgang and Wigboldus, Daniël H.J.. 2013. Warning: You are being primed! The effect of a warning on the impact of subliminal ads. Journal of Experimental Social Psychology, 49(6), pp. 1124-1129. ISSN 0022-1031

Book

Brand metrics that matter
Muntinga, Daan G. and Bernritter, Stefan F.. 2017. Brand metrics that matter. Amsterdam: Stichting Wetenschappelijk Onderzoek Commerciële Communicatie, SWOCC. ISBN 978-90-76802-74-9

Book Section

The Effect of Online Customer Reviews’ Characteristics on Sales
Maslowska, Ewa; Malthouse, Edward C. and Bernritter, Stefan F.. 2017. The Effect of Online Customer Reviews’ Characteristics on Sales. In: , ed. Advances in Advertising Research (Vol. VII). Wiesbaden: Springer Gabler, pp. 87-100. ISBN 978-3-658-15219-2

Signaling Warmth: How Brand Warmth and Symbolism Affect Consumers’ Online Brand Endorsements
Bernritter, Stefan F.. 2016. Signaling Warmth: How Brand Warmth and Symbolism Affect Consumers’ Online Brand Endorsements. In: , ed. Advances in Advertising Research (Vol. VI). Wiesbaden: Springer Gabler, pp. 1-10. ISBN 978-3-658-10557-0

Consumers' Online Brand Endorsements
Bernritter, Stefan F.; Verlegh, Peeter W. J. and Smit, Edith G.. 2016. Consumers' Online Brand Endorsements. In: , ed. Advertising in New Formats and Media. Emerald, pp. 189-209. ISBN 978-1-78560-313-6