Julia Marbach

PHD Student

Julia Marbach

Julia Marbach

Academic Area(s): Marketing & Reputation
Supervisor(s): Dr Cristiana Raquel Lages
Research Topic(s): ANTECEDENTS AND CONSEQUENCES OF CUSTOMER ENGAGEMENT IN ONLINE BRAND COMMUNITIES – A PERSONALITY AND CUSTOMER VALUE PERSPECTIVE
j.marbach@pgr.reading.ac.uk

Julia Marbach

Julia is a doctoral researcher, PhD scholarship holder, teaching assistant and PhD student representative at Henley Business School at the University of Reading. Her doctoral research focuses on customer engagement in online brand communities under the joint supervision of Dr Cristiana Lages and Dr Dan Nunan. Julia is in particular looking at antecedents and consequences of customer engagement in online brand communities focusing on the interface between personality traits, cultural values, online customer engagement and perceived-customer value.

Her research interests include (i) customer engagement behaviour (ii) digital marketing (iii) customer value (iii) customer experience and (iv) service marketing. Julia has presented papers at doctoral colloquiums of International Conferences such as the European Marketing Academy (EMAC) and the British Academy of Marketing (AM). Moreover, Julia’s research has been presented at the Main Conference of the British Academy of Marketing and has been recently published in the Journal of Marketing Management.

She holds an MA in Marketing with distinction from the University of Portsmouth, obtained a BA (Hons) (first class) in Business Studies at Staffordshire University and holds a Higher National Diploma in Office Management from Euro Academy Trier, Germany. Before starting her PhD Julia gained industry experience as a marketing executive in a service company in Germany.

Publication: 

 

Julia Marbach, Cristiana Raquel Lages & Daniel Nunan (2016): Who are you and what do you value? Investigating the role of personality traits and customer-perceived value in online customer engagement, Journal of Marketing Management, DOI:10.1080/0267257X.2015.1128472

 

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