Berufungsgebiet:

• Professur für Allgemeine Betriebswirtschaftslehre, insbes. Marketing

Expertise und Interessensgebiete:

• Digitales Marketing
• Brand Management
• Co-Creation 
• Marktforschung
• KI im Marketing  
• Customer Experience Management 

Publikationen (ausgewählt):

Baumgarth, C.; Kristal, S. (2015): „Die Mitmachmarke “– Forschungsstand und-agenda Brand Co-Creation (BCC), transfer - Werbeforschung & Praxis, 61(4), pp. 14-20. Winner Best Paper Award 2015, Kategorie: Research & Essay 

Kristal, S.; Baumgarth, C.; Henseler, J. (2016): When co-creation goes wrong. Brand dilution through non-collaborative co-creation. Conference Proceedings of the 11th Global Brand Conference of Academy of Marketing, Bradford (UK), pp. 224-229.

Kristal, S.; Baumgarth, C.; Behnke, C.; Henseler, J. (2016): Is co-creation really a booster for brand equity? The role of co-creation in observer-based brand equity, Journal of Product & Brand Management, 25(3), pp. 247-261.  

Kristal, S.; Baumgarth, C.; Henseler, J. (2017): Let’s defend our brand! A typology of response strategies to restore brand equity in non-collaborative brand co-creation. Conference Proceedings of the 12th Global Brand Conference of Academy of Marketing, Kalmar (Sweden), pp. 251-255.

Kristal, S.; Baumgarth, C.; Henseler, J. (2017): Brand meaning and equity in b-to-b markets: A brand co-creation view. BMM-EMAC: 8th Biennial International Conference on Business Market Management in Association with EMAC, Karl-Franzens-University of Graz (Austria).

Baumgarth, C.; Kristal, S. (2018): Brand Co-Creation im B-to-B-Bereich, in: B-to-B-Markenführung, Hrsg.: Baumgarth, C., 2. Aufl., Wiesbaden, pp. 207-220. 

Kristal, S.; Baumgarth, C.; Henseler, J. (2018): "Brand play" versus "Brand attack": the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists, Journal of Product & Brand Management, 27(3), pp. 334-347. 

Kristal, S.; Baumgarth, C.; Henseler, J. (2018): The influence of stakeholder co-creation on brand identity in industrial settings - Towards a management-oriented perspective. 13th Global Brand Conference of Academy of Marketing, Northumbria University, Newcastle, (UK).

Baumgarth, C.; Kristal, S. (2019): The three theoretical pillars of brand co-creation, in: Co-creating brands, Eds.: Ind, N.; Schmidt, H. J., London, pp. 38-42.

Baumgarth, C.; Kristal, S.; Franzel, C. (2019): Ottobock - Transformation from a high-tech product to a co-created technology brand, in: Co-creating brands, Eds.: Ind, N.; Schmidt, H. J., London, pp. 234-248.

van Rijn, M.; Kristal, S.; Henseler, J. (2019): Why do all good things come to an end? An inquiry into the discontinuation of sport sponsor-sponsee relationships, International Journal of Sports Marketing and Sponsorship, 20 (2), pp. 224-241. Highly Commended paper in the 2020 Emerald Literati Network Awards for Excellence.

Kristal, S.; Baumgarth, C.; Henseler, J. (2020): Performative corporate identity in industrial markets: The case of German prosthetics manufacturer Ottobock, Journal of Business Research, 114, pp. 240-253.

Baumgarth, C.; Kristal, S.; Franzel, C. (2021): Ottobock’s Pivot from B2B to B2C, in: Brand Management. Co-Creating meaningful brands, Ed.: Beverland, M., California, pp. 256-258.

Yu, X.; Kristal, S.; Schuberth, F.; Henseler, J. (2021): Customers as advocates in times of brand crises: Why, when, and how? 50th EMAC Annual Conference, Madrid, Spain, May 25-28, 2021.

Kristal, S.; Toth, L. (2022): Fits like a glove: How companies can ensure the perfect fit between influencer and brand, transfer – Zeitschrift für Kommunikation und Markenmanagement, 68(1), pp. 57-62.

Kristal, S.; Bruno, P. (2022): Gesehen werden, um zu hören - Wie Marken Visibilität im Voice-Marketing erreichen können, transfer – Zeitschrift für Kommunikation und Markenmanagement, 68(2), pp. 46-50.

Weretecki, P.; Kristal, S. (2023): Brand Value Co-Creation bei der Deutschen Telekom- Das (neu) entdeckte Potential der regionalen Marketingkommunikation, in: Marketing Management, Ed.: Kotler, P.; Keller, K.; Opresnik,M., 16.Auflage, ISBN: 978-3 86894 443 3.

Mingione, M.; Kristal, S. (2023): Brand value co-creation: Field emergence, applications, measurement and future research directions, in: A research agenda for Brand Management in a new era of consumerism, Ed.: King, C.; Murillo,E., Edward Elgar publishing, pp. 89-106, ISBN: 978 1 80392 550 9.

Weretecki, P.; Kristal,S.(2024): Social first? Not always! Brand co-creation through regional marketing at Deutsche Telekom, transfer – Zeitschrift für Kommunikation und Markenmanagement, 70(2), pp. 67-71.   

Kristal, S.; Klecha, D. (2024): Markenerlebnisse neu gestaltet – Wie generative KI die digitale Customer Experience transformiert, transfer – Zeitschrift für Kommunikation und Markenmanagement, 70(4), pp. 40-44.

Weretecki, P.; Sharma, I; Kristal, S. (2025): Unlocking the secrets of award-winning retail store design - The case of Deutsche Telekom in Germany, transfer – Zeitschrift für Kommunikation und Markenmanagement, 71(4), pp. 47-53.

Kristal, S.; Naguleswaran, P. (forthcoming): Rebranding im Kontext von künstlicher Intelligenz: Eine bibliometrisch-systematische Analyse, in: Handbuch Innovatives Marketing, Hrsg.: Schuster, G.; Bornemeyer, C., Wiesbaden.

Kristal, S.; Zimmer, L. (forthcoming): KI und User-Generated Content: Ethische Risiken und Forschungsagenda, in: Handbuch Innovatives Marketing, Hrsg.: Schuster, G.; Bornemeyer, C., Wiesbaden.

Lehre

• Marketing (Bachelor BWL)
• Strategische Analyse und Marktfoschung I (Bachelor BWL)
• Strategische Analyse und Marktfoschung II (Bachelor BWL)
• Strategisches Management und Marketing (Master BWL)
• Konsumentenpsychologie und Marktforschung (Master BWL)
• Digital Brand Management (Master BWL)
• Innovationsmanagement (TIME Master)

Tätigkeiten als Reviewer (ad-hoc) u.A.:

Journal of Business Research, Journal of Product and Brand Management, Journal of Marketing Management, Creativity and Innovation Management, transfer – Zeitschrift für Kommunikation und Markenmanagement, EMAC conference, Academy of Marketing Science, Global Brand Conference, MARKENTAG, The Social Science Journal