Philipp A. Rauschnabel

Prof. Dr. Philipp A. Rauschnabel serves as Professor of Digital Marketing and Media Innovation at the University of the Bundeswehr Munich's Faculty of Business Administration. Recognized as one of the world's leading scientists in augmented reality, virtual reality, and metaverse research, he bridges academic theory with practical business applications across multiple industries.

His educational background includes:

• Habilitation, Dr. habil; PD, Otto-Friedrich University of Bamberg
• Dr. rer. pol. (psychological brand management, 2014, summa cum laude), Otto-Friedrich University of Bamberg
• M.Sc. in Marketing and Distribution Management, Georg-August University of Göttingen (best of class)
• BA in Business (Marketing and Business Information Systems), Merseburg University of Applied Sciences (Top 10% graduate)

Rauschnabel's research centers on the practical implementation of spatial computing technologies in marketing contexts. He has developed influential frameworks including the XR framework that redefines the relationship between augmented reality, virtual reality, and mixed reality. His work examines how these technologies transform consumer-brand relationships, workplace operations, and marketing strategies across retail, manufacturing, and service industries. He particularly investigates the psychological mechanisms through which AR/VR experiences influence consumer behavior, brand love, and purchasing decisions.

Analysis of his recent publications reveals a clear progression from basic AR applications toward more sophisticated spatial computing environments and persistent metaverse experiences. His research demonstrates increasing sophistication in understanding contextual factors, emotional responses, and long-term consumer engagement with these technologies. The work consistently bridges theoretical marketing concepts with practical implementation challenges faced by businesses.

His significant scientific recognition includes:

• Top 1% Scientist (Clarivate Highly Cited Researcher, 2023)
• Top 2% Scientist (Stanford List 2023)
• Microsoft Academics listed as one of the top 5 AR researchers worldwide based on citation output (2021)
• Named one of the top 15 AR marketing researchers worldwide (Kumar, 2021)

Prof. Rauschnabel serves as Associate Editor for the Journal of Business Research and chairs the bdvb research institute. He has provided expert consultation to the German Federal Government on XR/Web3/Metaverse (2022) and regularly advises major corporations across multiple sectors including food, home appliances, insurance, automotive, and telecommunications across Germany, USA, Switzerland, China, and Austria. His practical consulting work complements his academic research, creating a valuable feedback loop between theory and practice.

He leads multiple research initiatives on augmented reality marketing and spatial computing, collaborating with industry partners to develop practical applications of these emerging technologies. His work emphasizes the importance of understanding both the technological capabilities and human factors that determine successful implementation of AR/VR in business contexts.