Nadine Walter

Prof. Nadine Walter is a Professor of International Marketing at Pforzheim University’s Business School. She holds an MBA from the University of Massachusetts Dartmouth and a Ph.D. from the University of Hamburg. Since 2008, she has taught marketing and directed the double-degree Business/International Marketing program. Her research focuses on branding (brand purpose, international branding), sustainability marketing (femvertising, social/ecological advertising), influencer marketing (micro/macro-influencers, virtual influencers), and technology adoption (payment methods, IVAs). She advises companies in marketing and strategy, and serves as a visiting professor at Tilburg University and Pennsylvania State University. She has been recognized with a 2014 Teaching Award from Pforzheim University. Her work bridges academic research and industry applications, emphasizing authentic brand strategies and consumer behavior insights.

• Education: Ph.D. (2004, Universität Hamburg), MBA (1998, UMass Dartmouth), Diplom-Kauffrau (2000, Universität Mannheim)
• Roles: Program Director, Visiting Professorships (Netherlands, USA), Executive Education (St. Gallen)
• Research: Over 30 peer-reviewed articles in journals like Journal of Business Research and Journal of Brand Management, with a focus on sustainability, digital marketing, and consumer psychology.

Her research highlights include analyzing femvertising’s impact on brand attitudes, influencer effectiveness across micro/macro scales, and the role of IVAs in customer journeys. She emphasizes ethical marketing practices and authentic brand communication to build consumer trust.