dr. Samuel Stäbler

Expertise

Samuel´s research interest and expertise focus on media bias, brand management, and marketing finance. In particular, he is interested in how corporate activities impact brand perception metrics and financial measures. Furthermore, he studies the relationship between press media and companies. 

His research approach is empirical and quantitative, involving large databases and advanced statistical analyses. For recent research results, he has been awarded with the 2018 SMA Doctoral Proposal Award (runner-up), the 2014 Young Researchers' Award from the Federal Association of German Marketing and Social Researchers and the Max Weber prize for Business Ethics from the Institute of German Economy.  

Teaching

Samuel teaches marketing specific courses and supervises theses at Master degree level. For his excellent teaching skills, he won the 2017 juinor lecture award of University of Cologne.

Courses

• Business Strategy & Data Analytics
• Quantitative Methods to Optimize E&BI

Recent publications

1. How firm communication affects the impact of layoff announcements on …

   Stäbler, S., Himme, A., Edeling, A., & Backhaus, M. (Accepted/In press). How firm communication affects the impact of layoff announcements on brand strength over time. International Journal of Research in Marketing.

2. The street music business: Consumer responses to buskers performing o…

   Stäbler, S., & Mierisch, K. K. (2022). The street music business: Consumer responses to buskers performing on the street and on online video platforms. Marketing Letters, 33(2), 325-350.

3. Why cheap, low-quality giveaways are bad for brands - Quality of free…

   Stäbler, S. (2021). Why cheap, low-quality giveaways are bad for brands: Quality of freebies drives consumer attitudes, but personalization can help. Journal of Advertising Research, 61(2), 164-177.

4. When does corporate social irresponsibility become news? Evidence fro…

   Stäbler, S., & Fischer, M. (2020). When does corporate social irresponsibility become news? Evidence from more than 1,000 brand transgressions across five countries. Journal of Marketing, 84(3), 46-67.

5. Three essays on the positive and negative consequences of corporate s…

   Stäbler, S. (2018). Three essays on the positive and negative consequences of corporate social responsibility and irresponsibility. [Doctoral Thesis, University of Cologne].