PROF. DR.

Katharina Klug

Katharina Klug

Pro­fes­sur für Mar­ke­ting Mün­chen

T: +49 (0)89 – 38 66 78-0 E-Mail: katharina.klug@amdnet.de

Katha­rina Klug (geb. Hut­ter) ist seit dem März 2016 Pro­fes­so­rin für Mar­ke­ting an der Fre­se­nius Hoch­schule, Aka­de­mie für Mode & Design in Mün­chen. Zuvor ver­ant­wor­tete sie die Ser­vice­markt­for­schung der AOK PLUS in Dres­den und war wis­sen­schaft­li­che Mit­ar­bei­te­rin am Mar­ke­ting­lehr­stuhl der TU Dres­den. Katha­rina Klug stu­dierte Betriebs­wirt­schafts­lehre an der TU Dres­den sowie der Uni­ver­sità degli Studi di Trento (Ita­lien) und pro­mo­vierte 2014 an der Chris­tian-Albrechts-Uni­ver­si­tät zu Kiel. Schwer­punkte ihrer Tätig­keit sind unkon­ven­tio­nel­len Kom­mu­ni­ka­ti­ons­for­men sowie Kon­su­men­ten­ver­hal­ten und inter­kul­tu­rel­les Mar­ke­ting: Für ihre For­schung bedient Sie sich sowohl qua­li­ta­ti­ver als auch quan­ti­ta­tiv-empi­ri­scher Unter­su­chungs- und Ana­ly­se­me­tho­den der Markt­for­schung. Sie publi­ziert zu The­men wie Gue­rilla-Mar­ke­ting, Ambi­ent Media, Pop-up Stores und Car­rot­mob in Fach­zeit­schrif­ten und refe­riert auf natio­na­len und inter­na­tio­na­len Mar­ke­ting-Kon­fe­ren­zen. Frau Klug hat mehr­jäh­rige Erfah­run­gen im Agen­tur­ge­schäft, im Stadt­mar­ke­ting sowie als Mar­ke­ting-Bera­te­rin und Markt­for­sche­rin.

Cur­ri­cu­lum Vitae
Rese­arch­Gate
Münch­ner Bei­träge

VER­ÖF­FENT­LI­CHUN­GEN

  • Beiträge in Zeitschriften

    Refe­rierte Jour­nal­bei­träge

    Hut­ter, K.; Mai, R.; Hoff­mann, S. (2016): Car­rot­mob: A Win–Win–Win Approach to Crea­ting Bene­fits for Con­su­mers, Busi­ness, and Society at Large, in: Jour­nal of Busi­ness & Society, 55 (7), .1059-1077.
    (Ran­king: JQ3: -, ABDC: A)

    Hut­ter, K.; Hoff­mann, S. (2015): Gue­rilla-Mar­ke­ting in der Unter­neh­mens­pra­xis. Wie Mar­ke­ting-Mana­ger und Krea­tive dar­über den­ken, in: Wirt­schafts­wis­sen­schaft­li­ches Stu­dium, 43(4), 192-197.
    (Ran­king: JQ3: D, ABDC: -)

    Schwarz, U.; Hoff­mann, S.; Hut­ter, K. (2015): Do Men and Women Laugh About Dif­fe­rent Types of Humor? A Com­pa­ri­son of Satire, Sen­ti­men­tal Comedy, and Comic Wit in Print Ads, in: Jour­nal of Cur­rent Issues & Rese­arch in Adver­ti­sing, 36 (1), 70-87.
    (Ran­king: JQ3: -, ABDC: C)

    Hut­ter, K. (2014): Uncon­ven­tio­nal Mar­ke­ting Com­mu­ni­ca­tion: Ambi­ent Mar­ke­ting in our Urban Envi­ron­ment, in: Jour­nal of Mar­ke­ting Com­mu­ni­ca­ti­ons, 21 (1), 33-47.
    (Ran­king: JQ3: -, ABDC: B)

    Hut­ter, K.; Hoff­mann, S. (2014): Sur­prise, Sur­prise. Ambi­ent Media as Pro­mo­tion Tool for Retailers, in: Jour­nal of Retailing, 90 (1), 93-110.
    (Ran­king: JQ3: A, ABDC: A+)

    Hoff­mann, S.; Schwarz, U.; Dali­cho, L.; Hut­ter, H. (2014): Humor in Cross-Cul­tu­ral Adver­ti­sing: A Con­tent Ana­ly­sis and Test of Effec­tiveness in Ger­man and Spa­nish Print Adver­ti­se­ments, Pro­ce­dia – Social and Beha­vio­ral Sci­ence, 148, 94-101.
    (Ran­king: JQ3: -, ABDC: -)

    Hut­ter, K.; Hoff­mann, S. (2013): Car­rot­mob and Anti-Con­sump­tion. Same Moti­ves, but Dif­fe­rent Wil­ling­ness to Make Sacri­fices? in: Jour­nal of Macro­mar­ke­ting, 33(3), 217-231.
    (Ran­king: JQ3: C, ABDC: A)

    Hut­ter, K. (2012): Mit Emo­tio­nal Map­ping Ambi­ent-Media mes­sen und steu­ern, in: trans­fer - Wer­be­for­schung & Pra­xis, 58 (2), 58-65.
    (Ran­king: JQ3: D, ABDC: -)

    Hoff­mann, S.; Hut­ter, K. (2012): Car­rot­mob as a New Form of Ethi­cal Con­sump­tion. The Nature of the Con­cept and Ave­nues for Future Rese­arch, in: Jour­nal of Con­su­mer Policy, 35 (2), 215-236.
    (Ran­king: JQ3: C, ABDC: C)

    Hut­ter, K.; Hoff­mann, S. (2011): Guer­rilla Mar­ke­ting. The Nature of the Con­cept and Pro­po­si­ti­ons for Fur­t­her Rese­arch, in: Asian Jour­nal of Mar­ke­ting, 5 (2), 39-54. 
    (Ran­king: JQ3: -, ABDC: C)

    Hut­ter, K.; Hoff­mann, S. (2011): Gue­rilla-Mar­ke­ting – eine nüch­terne Betrach­tung einer viel­dis­ku­tier­ten Wer­be­form, in: der markt – Inter­na­tio­nal Jour­nal of Mar­ke­ting, 50 (2), 121-135.
    (Ran­king: JQ3: D, ABDC: -)

    wei­tere Bei­träge in Fach­zeit­schrif­ten

    Hut­ter, K. (2013): Car­rot­mob: Gemein­sam für eine gute Sache, in: Mar­ken­ar­ti­kel, 75 (9), 100-101.

    Hut­ter, K. (2013): Knapp insze­niert: Gue­rilla-Stores im Han­del, in: Mar­ken­ar­ti­kel, 75 (3), 100-101.

    Hut­ter, K. (2013): Tem­po­räre Kun­den­in­spi­ra­tion, in: Absatz­wirt­schaft, 56 (1/2), 38-40.

    Hut­ter, K. (2012): Gue­rilla-Mar­ke­ting als effi­zi­ente Kom­mu­ni­ka­ti­ons­form für Unter­neh­men, in: facts, 4 (4), 15-17.

  • Beiträge in Herausgeberbänden

    Klug, K. (2017): „Ein Gegen­ent­wurf zur Fast Fashion: „Buy me once“ als Ansatz des nach­hal­ti­gen Kon­sums im Mode­be­reich“, in: Groß­mann, S; Schwarz, J.O. (Hrsg.): AMDe­sign Manage­ment, forth­co­m­ing.

    Klug, K. (2017): „A Gift for a Stran­ger: Fre­e­cy­cling as a Cur­rent Life­style of Sustain­able Con­sump­tion“, in: Osburg, T. ; Lorh­mann, C. (Eds.): Sustai­na­bi­lity in a Digi­tal World: Nee Oppor­tu­nities Through New Tech­no­lo­gies, Sprin­ger: Cham, 201-207.

    Hut­ter, K. (2015): „Mit Emo­tio­nal Map­ping Ambi­ent-Media mes­sen und steu­ern“, in Tei­chert, T.; Hei­del, B. (Hrsg.): Reader Mar­ke­ting: Kon­su­men­ten­ver­hal­ten – Basis für Kom­mu­ni­ka­tion und Mar­ken­füh­rung, Ham­burg: New Busi­ness Ver­lag, 36-42

    Schwarz, U.; Hut­ter, K. (2012): Mar­ke­ting-Manage­ment: Wie sich das Ver­hal­ten von Kon­su­men­ten beein­flus­sen lässt, in: Hoff­mann, S.; Schwarz, U.; Mai, R. (Hrsg.): Ange­wand­tes Gesund­heits­mar­ke­ting, Wies­ba­den: Sprin­ger Gab­ler, 45-56.

    Nie­mand, T.; Hut­ter, K.; Mül­ler, S. (2010): Medi­en­ver­hal­ten gesund­heits­be­wuss­ter Kon­su­men­ten, in: Hoff­mann, S.; Mül­ler, S. (Hrsg.): Gesund­heits­mar­ke­ting: Gesund­heits­psy­cho­lo­gie & Prä­ven­tion, Bern: Hans Huber, 227-238.

  • Monografien

    Hut­ter, K.; Hoff­mann, S. (2014): Pro­fes­sio­nel­les Gue­rilla-Mar­ke­ting: Grund­la­gen – Instru­mente – Con­trol­ling, Sprin­ger­Gab­ler: Wies­ba­den.

  • Arbeitspapiere

    Mai, R., Hut­ter, K. (2014): Non-Linear Effects of Absur­dity in Adver­ti­sing, working­pa­per on Econstore: http://hdl.handle.net/10419/96480.

    Weiß, C.; Hut­ter, K. (2013): Theo­re­ti­sche Fun­die­rung und Abgren­zung inno­va­ti­ver Laden­kon­zepte: Eine explo­ra­tive Unter­su­chung von Pop-up- und Gue­rilla-Stores, Dresd­ner Bei­träge zur Betriebs­wirt­schafts­lehre Nr. 170/13, Dres­den.

    Hut­ter, K.; Schwarz, U.; Heide, N. (2011): Ambush Mar­ke­ting bei Sport­groß­ver­an­stal­tun­gen: Eine empi­ri­sche Ana­lyse am Bei­spiel der FIFA Fuß­ball-Welt­meis­ter­schaft 2010, Dresd­ner Bei­träge zur Betriebs­wirt­schafts­lehre Nr. 160/11, Dres­den.

    Gün­ther, E.; Hüske, A.-K.; Hut­ter, K.; Soyez, K.; Ste­che­mes­ser, K. (2009): Hemm­nisse umwelt­freund­li­chen Ver­hal­tens, Dresd­ner Bei­träge zu Lehre der betrieb­li­chen Umwelt­öko­no­mie, Nr. 35/09, Dres­den.

  • Beiträge in Konferenzproceedings

    Hoff­mann, S.; Schwarz, U.; Dali­cho, L.; Hut­ter, K. (2013): Humor in Cross-Cul­tu­ral Ad-ver­ti­sing: A Con­tent Ana­ly­sis and Test of Effec­tiveness in Ger­man and Spa­nish Print Adver­ti­se­ments, paper accep­ted for the 2nd Inter­na­tio­nal Con­fe­rence on Stra­te­gic Inno­va­tive Mar­ke­ting (ICSIM), Sep­tem­ber 13th-17th, 2013, Pra­gue, Czech Repu­blic.

    Hut­ter, K.; Mai, R. (2013): Effec­tive Incen­ti­ves for Buzz Mar­ke­ting: How Moral Con­cern Mode­ra­tes the Wil­ling­ness to Engage as Buzz Agent, paper accep­ted for the 42nd Annual Con­fe­rence of the Euro­pean Mar­ke­ting Aca­demy (EMAC), in Istan­bul (Tur­key), June 4th-6th, 2013.
    (Ran­king: JQ3: D, ABDC: -)

    Nie­mand, T.; Hut­ter, K.; Gor­nikel, N. (2013): Who Says What to Whom in Face­book With What Effect? Inves­ti­ga­ting Elec­tro­nic Word of Mouth Com­mu­ni­ca­tion With the Lass­well For­mula, paper accep­ted for the 42nd Annual Con­fe­rence of the Euro­pean Mar­ke­ting Aca­demy (EMAC), in Istan­bul (Tur­key), June 4th-6th, 2013.
    (Ran­king: JQ3: D, ABDC: -)

    Hut­ter, K.; Mai, R. (2013): Buzz Mar­ke­ting: What Moti­va­tes Con­su­mers to Become a Buzz Agent?, paper accep­ted for the 7th Inter­na­tio­nal Rese­arch Days on Mar­ke­ting Com­mu­ni­ca­ti­ons in Wolfs­burg, (Ger­many), April 18th-19th, 2013.

    Mai, R.; Hut­ter, K. (2013): Absur­dity in Adver­ti­sing: Cur­vil­i­near Impact on Ad Effec­tiveness, paper accep­ted for the 2013 AMA Win­ter Mar­ke­ting Edu­ca­tors' Con­fe­rence in Las Vegas (Nevada, USA), Febru­ary 15th-17th, 2013.
    (Ran­king: JQ3: D, ABDC: -)

    Hut­ter, K. (2013): Gue­rilla Mar­ke­ting in Prac­tice: An Explo­ra­tion into Mea­nings and Moti­ves, paper accep­ted for the 12th Inter­na­tio­nal Mar­ke­ting Trends Con­fe­rence in Paris (France), Janu­ary 17th-19th, 2013.

    Hut­ter, K.; Schwarz, U. (2012): Image Effect of Ambush Mar­ke­ting: The Case of FIFA Soc­cer World Cup 2010, paper accep­ted for the Aus­tra­lian & New Zea­land Mar­ke­ting Aca­demy (ANZMAC) 2012, in Ade­laide (Aus­tra­lia), Decem­ber 3rd-5th, 2012.
    (Best Paper Award im Track „Tou­rism, Events & Sports”)

    Hut­ter, K., Hoff­mann, S. (2012): Car­rot­mob and Anti-Con­sump­tion. Same Moti­ves, but Dif­fe­rent Wil­ling­ness to Make Sacri­fices?, paper accep­ted for the ICAR 2012 Sym­po­sium, Grif­fith Uni­ver­sity, in Bris­bane (Aus­tra­lia), June 27th-28th 2012.

    Mai, R.; Hut­ter, K. (2012): The Opti­mal Level of Absur­dity in Adver­ti­sing: The Mode­ra­ting Effect of Pro­duct Cate­gory Atti­tude, in: pro­cee­dings of the 41st Annual Con­fe­rence of the Euro­pean Mar­ke­ting Aca­demy (EMAC), in Lis­bon (Por­tu­gal), May 22th-25th, 2012.
    (Ran­king: JQ3: D, ABDC: -)

    Hoff­mann, S.; Hut­ter, K. (2012): Collec­tive Shop­ping for a Bet­ter World. Theo­reti­cal Back­ground of the Car­rot­mob and a Call for Future Rese­arch, paper accep­ted for the 2012 AMA Win­ter Mar­ke­ting Edu­ca­tors' Con­fe­rence, in St. Peters­burg (Flo­rida, USA), Febru­ary 17th-19th, 2012.
    (Ran­king: JQ3: D, ABDC: -)

    Schwarz, U.; Hoff­mann, S.; Hut­ter, K. (2012): Do Men and Women Laugh About Dif­fe­rent Types of Humour? A Com­pa­ri­son Study in Print Ads, paper accep­ted for the 2012 AMA Win­ter Mar­ke­ting Edu­ca­tors' Con­fe­rence, in St. Peters­burg (Flo­rida, USA), Febru­ary 17th-19th, 2012.
    (Ran­king: JQ3: D, ABDC: -)

    Hut­ter, K.; Schwarz, U. (2012): Effec­tiveness of Humo­rous Print Ads, paper accep­ted for the 11th Inter­na­tio­nal Mar­ke­ting Trends Con­fe­rence, in Venice (Italy), Janu­ary 19th-21st, 2012.

    Hut­ter, K.; Hoff­mann, S. (2011): Coo­ler than Boy­cotts. Car­rot­mob as an Inno­va­tive Form of Ethi­cal Con­sump­tion, accep­ted for the 10th Inter­na­tio­nal Mar­ke­ting Trends Con­fe­rence, in Paris (France), Janu­ary 20th-22nd, 2011.

  • Fachvorträge

    06/2017: Pop-up Stores: Gekom­men um zu gehen?!, Mas­ter Lec­ture Series der Aka­de­mie für Mode & Design, Mün­chen (Ger­many).

    04/2016: Pro­fes­sio­nel­les Gue­rilla-Mar­ke­ting, Jah­res­haupt­ver­samm­lung des Ver­band Druck- und Medien Mit­tel­deutsch­land e.V., Wei­mar (Ger­many).

    05/2015: Pro­fes­sio­nel­les Gue­rilla-Mar­ke­ting, Mar­ke­ting Club Schles­wig-Hol­stein (Ger­many)

    12/2014: Pro­fes­sio­nel­les Gue­rilla-Mar­ke­ting, Berufs­aka­de­mie Riesa (Ger­many).

    09/2014: Pro­fes­sio­nal Gue­rilla-Mar­ke­ting in Bio­tech Indus­tries, Mil­tenyi Mön­chen­glad­bach (Ger­many)

    06/2014: Pro­fes­sio­nel­les Gue­rilla-Mar­ke­ting für Finanz­dienst­leis­ter, Spar­kas­sen­ver­si­che­rung Dres­den (Ger­many).

    03/2014: Pro­fes­sio­nel­les Gue­rilla-Mar­ke­ting, Mar­ke­ting Club Dres­den (Ger­many)

    06/2013: Effec­tive Incen­ti­ves for Buzz Mar­ke­ting: How Moral Con­cern Mode­ra­tes the Wil­ling­ness to Engage as Buzz Agent, Con­fe­rence of the Euro­pean Mar­ke­ting Aca­demy (EMAC), Istan­bul (Tur­key).

    06/2013: Who Says What to Whom in Face­book With What Effect? Inves­ti­ga­ting Elec­tro­nic Word of Mouth Com­mu­ni­ca­tion With the Lass­well For­mula, Con­fe­rence of the Euro­pean Mar­ke­ting Aca­demy (EMAC), Istan­bul (Tur­key).

    04/2013: Buzz Mar­ke­ting: What Moti­va­tes Con­su­mers to Become a Buzz Agent?, Inter­na­tio­nal Rese­arch Days on Mar­ke­ting Com­mu­ni­ca­ti­ons, Wolfs­burg (Ger­many).

    01/2013: Gue­rilla Mar­ke­ting in Prac­tice: An Explo­ra­tion into Mea­nings and Moti­ves, Inter­na­tio­nal Mar­ke­ting Trends Con­fe­rence, Paris (France).

    12/2012: Image Effect of Ambush Mar­ke­ting: The Case of FIFA Soc­cer World Cup 2010, Aus­tra­lian & New Zea­land Mar­ke­ting Aca­demy (ANZMAC), Ade­laide (Aus­tra­lia).

    06/2012: Car­rot­mob and Anti-Con­sump­tion. Same Moti­ves, but Dif­fe­rent Wil­ling­ness to Make Sacri­fices?, (Inter­na­tio­nal Centre for Anti-Con­sump­tion Rese­arch (ICAR) Sym­po­sium, Bris­bane (Aus­tra­lia).

    02/2012: Collec­tive Shop­ping for a Bet­ter World. Theo­reti­cal Back­ground of the Car­rot­mob and a Call for Future Rese­arch, AMA Win­ter Mar­ke­ting Edu­ca­tors' Con­fe­rence, St. Peters­burg (Flo­rida, USA).

    02/2012: Do Men and Women Laugh About Dif­fe­rent Types of Humour? A Com­pa­ri­son Study in Print Ads, AMA Win­ter Mar­ke­ting Edu­ca­tors' Con­fe­rence, St. Peters­burg (Flo­rida, USA).

    01/2012: Effec­tiveness of Humo­rous Print Ads, Inter­na­tio­nal Mar­ke­ting Trends Con­fe­rence, Venice (Italy).

    01/2011: Coo­ler than Boy­cotts. Car­rot­mob as an Inno­va­tive Form of Ethi­cal Con­sump­tion, Inter­na­tio­nal Mar­ke­ting Trends Con­fe­rence, Paris (France).