Dr. Andreas B. Eisingerich is Associate Professor of Marketing at Imperial College London Business School. He holds a BSc degree from the London School of Economics, and a PhD from the University of Cambridge, Judge Business School, where he also earned his master’s degree. Prior to joining Imperial College Business School, Dr. Eisingerich managed the Center for Global Innovation at the University of Southern California’s Marshall School of Business in Los Angeles.
Dr. Eisingerich is best known for his work on consumer engagement and communication strategies, brand management, and service innovation. Current research projects are on the engagement of consumers in different business contexts, including e-commerce and healthcare, the management of brand extension portfolios for greater firm value as well as positive feedback effects of far brand extensions. Furthermore, Dr. Eisingerich studies brands’ resistance to negative information and the role of brand attachment in consumer-brand relationships. Research work on multinational innovation explores key determinants of firm innovativeness.
Dr. Eisingerich’s research work has been accepted for publication at the Journal of Marketing, Journal of Consumer Psychology, Journal of Service Research, Harvard Business Review, European Journal of Marketing, MIT Sloan Management Review, Research Policy, California Management Review, Journal of Services Marketing, and the Wall Street Journal, among others. He served on the editorial board of Ernst & Young’s Performance magazine. Dr. Eisingerich co-developed a novel index of innovative firms published by the USC Marshall Center for Global Innovation and manages a Bill & Melinda Gates foundation sponsored global pre-marketing research project together with the World Health Organization and UNAIDS. His work was translated into several languages worldwide, including Chinese, Korean, Spanish, Polish, and Japanese. Dr. Eisingerich acts as a reviewer for the Journal of Marketing, Journal of Consumer Psychology, Journal of Service Research, Research Policy, and Journal of Services Marketing. He taught as visiting professor at the Ludwig Maximilian University in Munich.