Imperial College London


Business School

Professor of Marketing



+44 (0)20 7594 9763a.eisingerich




386DBusiness School BuildingSouth Kensington Campus





Dr Andreas B. Eisingerich is Professor of Marketing at Imperial College Business School, Head of the Analytics, Marketing & Operations Department and Academic Programme Director of the Full-Time MBA as well as WMBA. He obtained a two-year scholarship to attend Li Po Chun United World College in Hong Kong, 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 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.

Professor Eisingerich is best known for his work on brand attachment, consumer engagement, service innovation, and digital marketing strategies. Recently Dr Eisingerich published a book together with Professor C. Whan Park and Deborah J. MacInnis called Brand Admiration: Building a Business People Love (Wiley; 2016), exploring how brand love, trust, and respect can be built, strengthened, and leveraged over time. Current research projects are on the effective use of cognitive behavioural therapy (CBT) and gamification in the context of mobile health (mHealth) solutions, the design of digital applications for enhanced user well-being, consumer attachment to digital offerings, reducing the demand for illegal wildlife products, psychological ownership in the sharing economy, and consumer relationships with brands in different business and industry contexts. 

Professor 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, Journal of Medical Internet Research, 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, UNAIDS, and the World Wildlife Fund. His work was translated into several languages worldwide, including Chinese, Korean, Spanish, Polish, and Japanese. Professor Eisingerich acts as a reviewer for the Journal of Marketing, Journal of Consumer Psychology, Journal of Service Research, Research Policy, Journal of Medical Internet Research, and Journal of Services Marketing, among others. He taught as visiting professor at the Ludwig Maximilian University in Munich.



Ang D, Liu Y, Eisingerich AB, 2019, Difference in new product adoption among at-risk members of society: A critical analysis of males, females, and transgender individuals, Personality and Individual Differences, Vol:151, ISSN:0191-8869

Merlo O, Eisingerich AB, Shin H-K, et al., 2019, Avoiding the Pitfalls of Customer Participation, Mit Sloan Management Review, Vol:61, ISSN:1532-9194, Pages:10-12

Eisingerich A, Marchand A, Fritze M, et al., 2019, Hook vs. hope: how to enhance customer engagement through gamification, International Journal of Research in Marketing, Vol:36, ISSN:0167-8116, Pages:200-215

Fritze M, Eisingerich AB, Benkenstein M, 2019, Digital transformation and possession attachment: examining the endowment effect for consumers' relationships with hedonic and utilitarian digital service technologies, Electronic Commerce Research, Vol:19, ISSN:1389-5753, Pages:311-337

Merlo O, Eisingerich A, Shin HK, et al., Overcoming the dark side of customer participation, Mit Sloan Management Review, ISSN:1532-9194

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