Fac/Staff profile

Portrait of Philipp Rauschnabel
Assistant Professor, Marketing


University of Bamberg

181-D FCS (Fairlane Center South)
19000 Hubbard Drive
Dearborn, MI 48126


Philipp A. Rauschnabel is an Assistant Professor of Marketing at University of Michigan-Dearborn, USA. He received his PhD in Marketing (psychological branding) from University of Bamberg in Germany. Dr. Rauschnabel’s research addresses contemporary issues in brand management and the management of new media. His current research agenda addresses topics such ‘augmented reality smart glasses’ (AR Glasses) and the role of brands in social media. He has published numerous papers on these topics as well as academic journals, books, and conference proceedings. Furthermore, Professor Rauschnabel consults regularly with, and presents research findings at various companies and organizations on these topics.

Prof. Rauschnabel has taught Marketing Principles, Digital Marketing, Consumer Psychology, and Market Research in the US, Germany, China, and France. He has teaching experience in undergrad, graduate, professional and executive levels. Students of the University of Bamberg (2013) and the University of Michigan-Dearborn (2015) have voted him the best course instructor. In 2013, the Marketing Management Association awarded his teaching strategy with the ‘Marketing Scholar-Teacher Award”. He is also the winner of the 2016 University of Michigan-Dearborn Digital Education Award.

Dr. Rauschnabel also serves on the editorial review board of Marketing Education Review, and as a reviewer for various Journals, including the Journal of Business Research, Journal of Interactive Marketing, Journal of Brand Management, and others. He is the founder and administrator of the Marketing Scholars @ Facebook community, the largest social media community for marketing researchers. Recently, he and his co-authors proposed a new definition of social media marketing and a holistic framework.

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