Sonja GenslerView profile
Associate Professor
apl. Prof. Dr. Sonja Gensler is an Associate Professor at the Institute for Value-Based Marketing, affiliated with FB4. She specializes in bridging research and teaching to foster student development, emphasizing practical insights for their professional journeys. Her work focuses on digital marketing innovation, consumer behavior analysis, and multichannel strategies. She explores regulatory impacts on the sharing economy and employs advanced empirical methods like conjoint analysis and regression modeling. Key themes in her research include market trends, customer engagement, and the integration of technology in marketing practices. Her research interests span digital marketing strategies, consumer decision-making processes, and the application of statistical techniques to analyze complex datasets. Prof. Gensler’s contributions include studies on sharing economy governance, multichannel management, and the effects of social media on brand relationships. She has published extensively on methodologies such as finite mixture models, contingency analysis, and discriminant analysis, highlighting their practical relevance in marketing and economics. Prof. Gensler’s recent work reflects a trend toward addressing contemporary challenges like AI’s role in customer relationship management and the evolving dynamics of online-offline consumer interactions. Her empirical focus ensures her research remains grounded in real-world applications, benefiting both academic and industry stakeholders.
